Bright Greens smoothie cubes
Bright Greens offers blender-free, plant-based frozen smoothie cubes.

BATTLE CREEK, MICH. — Bright Greens, maker of blender-free, plant-based frozen smoothies, has raised $2 million in seed funding led by eighteen94 capital, the venture capital fund of the Kellogg Co. Blu Venture Investors also participated in the round.

Brian Mitchell, Bright Greens
Brian Mitchell, c.e.o. and founder of Bright Greens

“We are excited to partner with eighteen94 and Blu to build our company,” said Brian Mitchell, chief executive officer and founder of Bright Greens. “The deep domain expertise and ability to help Bright Greens commercially was a true differentiator among the investors we met.”

The capital infusion will be used for product development, sales and marketing and expanding the Bright Greens team, Mr. Mitchell said.

Founded in 2015, Bright Greens offers frozen smoothie cubes in Bright Blueberry, Mintergreen, Peaches & Green and Pineapolis flavors. The smoothies do not require a blender; consumers simply add hot water to the frozen cubes and shake. Bright Greens' distribution currently includes select Whole Foods Market stores and more than 1,000 Kroger stores.

Bright Greens smoothies
Bright Greens frozen smoothie cubes come in Bright Blueberry, Mintergreen, Peaches & Green and Pineapolis flavors.

“Bright Greens is reimagining the smoothie, making it more convenient for consumers to get their fruits and vegetables,” said Simon Burton, managing director of eighteen94 capital. “We are very impressed with the innovative form factor Brian developed, and we see enormous potential for Bright Greens given the demand for convenience in our culture.”

As part of the funding, Mr. Burton will join Bright Greens’ board of directors and will help the company “tap into Kellogg’s expertise in the food industry,” eighteen94 capital said.

Bright Greens is the second investment for eighteen94 capital, which was launched in June 2016 to fund start-ups pursuing “next-generation innovation” and pioneering new ingredients, food and packaging, according to the company. The venture capital fund made its first investment in Kuli Kuli, a maker of nutrition bars, powders and beverages featuring African “superfood” moringa, in January.