VMG Partners Buys Popchips, Launches Velocity Snack Platform

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Los Angeles — Private equity firm VMG Partners has launched the Velocity Snack Brands (VSB) Platform, which will acquire, incubate and grow leading snack brands starting with the purchase of the Popchips brand in North America and most international markets outside of the UK and Europe, the equity firm reports.

VSB will be based in Los Angeles and led by Amit Pandhi, who most recently served as president and CEO of frozen desserts brand Artic Zero. Pandhi also serves on the boards of Dang Foods Co., Bright Foods, LLC and Nutista.

“With Popchips as our anchor acquisition, we plan to grow brands that meet consumer demand and make better-for-you food more accessible,” Pandhi says. “Through the growth and development of a world-class team at our home base in Los Angeles, we expect to be the leading destination for exceptional talent, innovation and brand building excellence throughout the snacking industry.”