Deerfield, IL — Mondelez International, Inc. has made a minority investment in Hu Master Holdings, LLC, parent company of Hu Products and Hu Kitchen, a U.S.-based snack maker specializing in minimally processed, high-quality items, according to the global CPG company.
This marks the second investment the company has made through its SnackFutures initiative, Mondelez’s innovation and venture hub that was developed to find snacking growth opportunities around the world.
Founded in 2012, Hu started as Hu Kitchen, a high-end kitchen focused on paleo-inspired foods with simple ingredients. The outlet quickly became a proof-of-concept CPG testing ground, according to Mondelez, prompting the company to expand its award-winning vegan and paleo chocolate products. Today Hu has a multi-SKU portfolio of wellness-focused, vegan- and paleo-friendly products.
“Investing in Hu offers our company an opportunity to do exactly that,” says Tim Cofer, executive vice-president and chief growth officer of Mondel?z. “The Hu brand sits at the convergence of key growing consumer trends. Building on its initial success in chocolate, we believe there’s an exciting opportunity to continue expanding the Hu proposition into a broad health-focused snacking platform across categories. And, with an in-house test kitchen and insights lab, they have a unique ability to quickly test and learn.”