NEW YORK — Private equity firm Goode Partners LLC has made a $30 million minority investment in Jocko Fuel, a maker of sports and lifestyle nutrition products.
Co-founded by Pete Robert and Brian Littlefield, Jocko Fuel is named after Jocko Willink, a retired navy seal officer, author, podcaster, entrepreneur and media personality known for promoting healthy lifestyles. Mr. Willink has guided the formulation and development of Jocko Fuel’s products with his disciplined approach to health. The Wilton, Maine-based company offers products for performance-driven consumers in a variety of formats, including clean energy drinks, powders and capsules.
“Our customers are people that want to be smarter, stronger, faster and better,” Mr. Willink said. “That means just about every person on the planet. We have been making products that have helped countless people improve all aspects of their lives. The team at Goode Partners will give us the ability to grow our product line, refine our logistics and reach people that need our products but haven’t heard of us yet.”Other food and beverage companies in Goode’s portfolio include Dave’s Killer Bread, Strong Roots and ReadyWise. The firm also has invested in foodservice brands Stonefire Grill, Silver Diner, Chuy’s and Rosa Mexicano.