Wind Point Partners Acquires good2grow

Chicago, IL, December 8, 2021 – Wind Point Partners (“Wind Point”), a Chicago-based private equity firm, has acquired good2grow, LLC (“G2G” or the “Company”), an Atlanta-based better-for-you kids’ nutrition platform providing single serve juice, fortified water and milk products. The Company delivers their unique product with a collectable spout top (“toppers”) based on famous characters from children’s entertainment franchises. Beverages are sold across numerous brick and mortar retail channels including convenience, mass, grocery, dollar and drug stores. G2G uses a variety of distribution methods, including a direct store delivery (“DSD”) network of over 220 partners which allows for optimal merchandising and efficient in-stock rates.

Wind Point is partnering with current G2G management, led by CEO Gunnar Olson, COO Jonas McCracken and an experienced team of senior leaders who have all been with the business for several years. G2G’s partnership with Wind Point will provide it with additional capital and strategic support for G2G to achieve velocity and distribution gains, as well as new product innovation and penetration of non-traditional sales channels.

Wind Point is complementing Gunnar and team with two advisors from within Wind Point’s Executive Advisor Partner (“EAP”) program and both will join the Board at closing. Mr. Olson and the entire G2G management team will remain with the business and retain a meaningful ownership stake in the Company. The firm’s executive advisor network includes several industry professionals with significant C-suite operating experience in these areas, including Bob Black and Jamie Egasti, both of whom are Wind Point EAPs and have joined the Board. Mr. Black and Mr. Egasti bring a combined 50 years of experience of creating value in senior leadership or board roles across Kimberly-Clark, Annie’s, Folgers Coffee, Procter & Gamble and Cholula. 

Mr. Olson commented, “we are delighted to partner with Wind Point, who has an extensive history of accelerating growth and delivering exceptional value in the food and beverage sector. With Wind Point’s support, we are excited about driving the business to unparalleled levels of value delivered to the families, retailers, distributors and licensing partners we serve.” 

David Stott, Managing Director with Wind Point, noted, “We look forward to working with the G2G team to further grow the brand and execute on our value creation plan. We have known Gunnar and his team for several years, and they have built an outstanding business model that delivers an enduring value proposition, resulting in strong long-term relationships with customers, distribution partners, and licensors. G2G is a fast-growing brand with a truly unique concept within the children’s food and beverage market.”

Wind Point is an active investor in the food and beverage sector, with select prior and current investments including Tropicale Foods, Stir Foods, Gehl Food & Beverage, Nonni’s, FoodScience, Hearthside Food Solutions and Evans Food Group. 

Winston & Strawn LLP served as legal counsel to Wind Point. Weil, Gotshal & Manges LLP served as legal counsel to Kainos Capital.