US investment group Keen Growth Capital has acquired a “material interest” in houmous producer O’Dang, which has just secured a listing at Wal-Mart Stores.
Last week O’Dang was selected as one of the top three brands at Wal-Mart’s annual US Manufacturing Open Call event, where more than 500 entrepreneurs pitched their products to the retailer. As a result, O’Dang’s products will be listed in a yet to be disclosed number of Wal-Mart stores.
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Founded in 2014 by Jess Wolfe as part of a University of Central Florida business class competition, the founder went on to present O’Dang on TV’s Shark Tank and won a deal with two sharks.
“The new partnership with Keen is instrumental in taking O’Dang to the next level with major national retailers like Wal-Mart,” Wolfe said. “I am elated by the acknowledgment from Wal-Mart that O’Dang is an innovator, making better-for-you houmous enjoyable for all members of the family.”
Orlando-based Keen Growth Capital focuses on investing in the food and drinks sectors. Its portfolio includes brands such as Pure Spoon baby food.
The fund was set up by Jerry Bello, one of its managing partners, whose background includes the launch of brands including Mamma Says biscotti and Veggie Straws snacks.
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By GlobalData“We are thrilled to partner with founder Jesse Wolfe and O’Dang, an innovative leader in the houmous category,” Bello said. “We’re equally excited about the positive reception of this brand at Wal-Mart. We think O’Dang will be a hit with consumers nationwide due to its broad appeal to the whole family.”
O’Dang’s houmous comes in six flavours. They are available in Wholefood Markets as well as Publix supermarkets in Florida, Georgia and Alabama.
