AUSTIN, TEXAS – Serenity Kids, a long-life baby and toddler food brand, has raised $ 7 million in Series A funding round led by CircleUp Growth Partners, with additional funding by Wild Ventures. Investors in the cycle also included the founders and executives of Thrive Market (Nick Green and Gunnar Lovelace), Whole30 (Melissa Urban), Spartan Race (Joe De Sena), Kion (Ben Greenfield), Wellness Mama (Katie Wells) and mindbodygreen. (Jason and Colleen Wachhob) and Max Lugavere, author of “Genius Foods”.
Founded in 2017, Serenity Kids markets a portfolio of salty plant foods for babies, toddler purees with bone broth and grain-free cabbage. The company uses ethically sourced meats, organic vegetables and healthy fats.
Married co-founders Joe and Serenity Carr started the business shortly after the birth of their daughter, Della. Eating healthier years ago helped the couple deal with chronic health issues and prompted them to seek out nutrient-dense baby foods for their newborns. Unable to find options on the market that met their nutritional and ingredient standards, the couple decided to shake up the category with products free from antibiotics, added hormones, pesticides, fillers, genetically modified ingredients, and major allergens.
The startup more than doubled its turnover in 2020 and is set to grow another 150% this year. Serenity Kids has expanded its retail presence to more than 4,400 retail stores nationwide, including Kroger, Whole Foods Market and Sprouts Farmers Market.
“CircleUp Growth Partners is looking to invest in companies prone to disruption,” said Karen Howland, general partner at CircleUp Growth Partners. “I was immediately drawn to the brand’s emphasis on nutrient-dense meals, a trend that was not satisfied by the options on the market. We’ve had an eye on Serenity Kids for quite some time, when our proprietary Helio data revealed strong results for the brand, we were confident Serenity Kids was the company to support in the infant and toddler food category.