Little Freddie secures share of $100m investment pot

By Gwen Ridler

- Last updated on GMT

Little Freddie is looking toward international expansion with its investment from Hillhouse and VMG
Little Freddie is looking toward international expansion with its investment from Hillhouse and VMG
Organic baby food manufacturer Little Freddie has secured a share of a $100m (£76.7m) investment fund to help it grow internationally.

Little Freddie said the funding would go towards expanding its reach in China, a market in which it already had a significant foothold. Its products are available in-store at Chinese retailer Sam’s Club and online through T-Mall and

Little Freddie founder Piers Buck said: “As we cement our position in China and continue to grow in the UK, we’re looking forward to becoming the brand for parents who want delicious, nutritious and organic food for their children.”

The investment, provided by Asia-based investment firm Hillhouse Capital and private equity company VMG Partners, is the fourth made by the partnership. Companies the partnership has invested in have gone on to show “significant international development”.

‘Tremendous potential in Asia’

Hillhouse Capital partner Cao Wei said: “Little Freddie is a high-quality, trusted brand that has tremendous potential in Asia and other parts of the world, as parents have become increasingly savvy about what they feed their children.

“We strongly believe that brands able to identify and meet unique and unmet consumer needs will excel in the new and rapidly changing retail landscape.”

Founded in 2014 by husband and wife Piers Buck and Taslim Ho, Little Freddie produces a range of pouches, cereals, and snacks for children. In the UK, its products can be found in-store at Boots, as well as online at Ocado, Amazon and Tree of Life.

New recycling scheme

Hillhouse and VMG’s investment followed the launch of a new recycling scheme by Little Freddie, aiming for zero waste to landfill from its pouches.  

“Parents can send back their empty Little Freddie pouches in a prepaid envelope, where first-of-its-kind technology will recycle each component of the pouch,”​ Buck explained. “It’s just one of the ways we’re working to reduce our environmental impact as part of our Big Green Plan.”

Meanwhile, a Lincolnshire seafood supplier is to open a new factory and expand its global network​ after securing an eight-figure bank loan.

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