Organic snack brand SMPL has attracted a $100,000 investment from the Zell Founders Fund, which is led by students at the University of Michigan. SMPL launched a line of organic superfood bites in coconut cashew, cacao chip, and peanut butter flavors. The brand came about as a result of founder Ellis Fried's dissatisfaction with the energy bars on the market. They were either filled with sugar, didn't deliver on taste, or he never wanted to finish the entire bar at once, Fried says.
The funds are being used to expand distribution, as well as advance branding and marketing efforts. Unlike many existing energy bar and snack brands, SMPL targets modern wellness consumers seeking high quality ingredients that are able to last throughout their busy days. The company's products are sold primarily online and at lifestyle retail stores including specialty grocers and juice bars. SMPL has launched online and is rolling out to notable retailers in New York City such as MatchaBar, The Juice Shop, and over 30 more, with plans to quickly expand.
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