General Mills' 301 INC invests in plant-based food and beverage brand

by Monica Watrous
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Urban Remedy salads
Urban Remedy offers organic meals, snacks and cold-pressed juices.
 

POINT RICHMOND, CALIF. — Urban Remedy, a maker of plant-based ready-to-eat meals, snacks and beverages, announced the close of a $17 million series B fundraising round led by 301 INC, the business development and venturing arm of General Mills, Inc. John Foraker, formerly president of Annie’s, has joined the board of directors.

Paul Coletta, Urban Remedy
Paul Coletta, c.e.o. of Urban Remedy

“We believe the future of food is fresh, clean and convenient,” said Paul Coletta, chief executive officer of Urban Remedy. “We are on a mission to reimagine our industrialized food system and empower consumers to seek unprocessed, nutrient-dense healing food. Two consecutive years of over 100% revenue growth indicate that we are on the right path. Scaling a high quality fresh food business is very challenging. Our new partnership with 301 INC and John Foraker brings significant strategic resources and experience to our effort.”

Founded in 2009, Urban Remedy offers a broad assortment of plant-based, organic prepared meals, snacks and cold-pressed juices in 13 retail locations and 30 Whole Foods Market kiosks throughout California and nationally online.

John Haugen, 301 Inc., General Mills
John Haugen, vice-president and general manager of 301 INC

“We are thrilled to partner with Urban Remedy, a company whose multi-channel go-to-market strategy thrives at delivering fresh, healthy food to consumers,” said John Haugen, vice-president and general manager of 301 INC. “Through retail stores, branded kiosks, and direct-to-consumer delivery, Urban Remedy excels at providing convenient access to organic products. We are excited to help Urban Remedy achieve its mission to deliver food that’s healing to people and the planet.”

John Foraker, Annie's, General Mills
John Foraker, former president of Annie’s
Added Mr. Foraker, “I am a big believer in the Urban Remedy product and mission. I see Urban Remedy’s food at the helm of bringing consumers fresh, great tasting meals and snacks that are better for the planet and better for their bodies. I am very excited to be a part of this systemic change in food culture.”
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