Fruitist, the healthy snacking company known for its jumbo blueberries, has raised $150 million in an equity funding round led by new investor J.P. Morgan Asset Management, with billionaire Ray Dalio's family office doubling down on its existing investment in the farming startup. The company, valued at over $1 billion, is growing distribution rapidly in a snacking market estimated to be as large as $800 billion and in which consumers are spending more dollars on premium-priced, healthier options.
Fruitist has now raised a total of $443 million in equity capital from investors, and says the new capital will help it push deeper into retail locations around the world. In the U.S., its berries are already sold at Costco, Giant, Publix, ShopRite, Sprouts, Trader Joe's, Wakefern, Walmart, and Whole Foods, among other stores. It is also planning to expand distribution of its recently introduced single-serve, grab-and-go packs of fresh blueberries, Fruitist Snack Cups, citing explosive growth in the European market, and its new, even larger Legend Super Jumbo blueberries.
The company told CNBC earlier this year that annual sales surpassed $400 million, and says sales of its blueberries have tripled. It did not provide a new sales figure or new valuation with the latest investor round. Aliment Capital and Steve Kaplan, co-founder of Oaktree Capital Management, also participated in the new funding.
"We are investing in growth in volume, more production capacity," said Fruitist CEO and co-founder Steve Magami, citing its agricultural operations in eight countries. "The dollars are going into growing volumes because demand is far greater than we can supply," he said.
The majority of the new investor money will fund new planting and investments in cold storage and infrastructure, including automation, to increase control over quality and distribution.
"We believe that Fruitist, with control of its value chain, significant organic growth opportunity ahead, and positioning as a driving force of premiumization of berries and the better-for-you category, will realize durable expansion," said Brad Demong, managing director, J.P. Morgan Asset Management, in a statement announcing the deal.
The recently introduced supermarket coolers stocking Fruitist Snack Cups have grown distribution from an initial 30 stores in Spain in April to 750 stores, and Magami said that is headed to 1,000 stores, and into the U.S. as well, where he said most retail partners will be adding the product in at least a small number of their locations.
Fruitist ranked No. 18 on the 2025 CNBC Disruptor 50 list.
"We see a snacking industry at $600 million to $800 million, and we see the healthy snacking industry as an eighth of that total, and we know our products rank to the far right of the upper right quadrant," Magami said. He added that company doesn't see traditional berry industry players, such as Driscoll's, as the competition, describing them as "more of a commodity."
"Over time, people will realize regular blueberries are more for the blender and cakes, and these are snacking berries to replace a meal," he said.