VMG backs Pirates Booty

The California-based firm has made an investment of undislcosed size in snackmaker Robert’s American Gourmet Foods. The company's specialty brands include Pirates Booty, a mix of all-natural puffed corn and rice, and Smart Puffs cheese puffs.

Consumer products-focused VMG Partners is investing an undisclosed sum in Robert’s American Gourmet Foods, which supplies several brands of natural gourmet snack lines including to supermarkets and specialty stores in the US.

VMG specialises in acquiring highly branded consumer products companies in the lower middle market, with an emphasis on the lifestyle, wellness, personal care and food and beverage sectors.

Pirates Booty:
set to expand

Its investment in Robert’s American Gourmet, in partnership with founder Robert Ehrlich, is intended to help provide financial capital and branding resources to support the growth of the company’s Pirate’s Booty, Smart Puffs and Tings snack brands.

VMG managing partner Kara Cissell-Roell said in a statement that the deal would give the firm a bigger presence in the $2 billion natural snacks category, which has grown at more than 15 percent per year. Roell helped launch VMG in 2005 when five of the firm’s current partners spun out of private equity firm The Shansby Group.

The San Francisco-based firm is currently investing its $325 million debut fund which closed last year, while its portfolio companies include artisan tea maker Mighty Leaf, luxury mineral makeup brand Colorscience and bags and accessories manufacturer Timbuk2.