VMG and Hillhouse invest in Little Freddie

The deal is the first installment in a partnership between VMG and Hillhouse that will see them invest up to a combined $100m in consumer brands pursuing global expansion strategies, though the pair have previously made three joint investments.

The funding will enable Little Freddie to pursue further expansion in the UK and Chinese markets.

Company
Founded in 2014, London-headquartered Little Freddie manufactures organic baby food in pouches, cereals and snacks. Its products are distributed in the UK via Ocado, Amazon and Tree of Life, and in China via Sam's Club, T-Mall and JD.com.

People
VMG Partners – Mike Mauzé, Kara Cissell-Roell (founding partners, managing directors).
Hillhouse Capital – Lei Zhang (founder); Cao Wei (partner).
Little Freddie – Piers Buck, Taslim Ho (founders).

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• Topics
• Expansion
• UK / Ireland
• Consumer
• United Kingdom