Mezcla Expanding, Rebranding Following Fresh Funding
Protein bar maker Mezcla is unveiling new branding as it enters its next phase of growth following a recent funding round that brings its total backing to more than $8 million. Additionally, the plant-based bars, which feature a puff-crispy texture, are rolling out to more retail shelves by year-end.
The refreshed visual identity has a “fun and bold edge” that “stays loyal to the artisanal vibe” of the brand, according to Griffin Spolansky, founder and CEO of Mezcla. The new design drops some of the cultural elements prominently displayed on previous packaging in favor of simpler artwork and flavor names – Mexican Hot Chocolate is now just Hot Chocolate, for example – that are expected to attract more consumers to the brand.
On the distribution front, Mezcla is launching two additional flavors at Whole Foods Market stores and is slated to expand into eight Albertsons divisions, Giant and Harris Teeter in the coming months, increasing its retail footprint to 4,000 stores nationwide. Flavors include Pistachio Chocolate, Matcha Vanilla, Hot Chocolate, Maple Blueberry, Peanut Butter Chocolate and Almond Butter Chocolate.
Previously, the company raised $1.1 million in a pre-seed round, $2.3 million in a seed round, and $4.1 million in a Series A round. Its investors include Federico Muyshondt, CEO of BodyArmor; Steve Platt, CEO of BrightFarms; Jake Kassan, founder of MVMT; Daniel Weinand, co-founder of Shopify; Nicholas Bertram, former president of Giant and current president of Flashfood; Maya French, founder of Koia; Habitat Partners; Dream Ventures; and Santatera Capital. Professional athletes including Seth Curry of the Charlotte Hornets and Jameis Winston of the Cleveland Browns have backed the brand.
“We are focusing on supporting our existing retailers, expanding our distribution footprint, and strengthening our internal team,” Spolansky told Nosh.
According to SPINS data, U.S. retail sales of wellness and nutrition bars increased 2% year-over-year to $4.3 billion in the 52 weeks ended Aug. 11. Higher-protein options are leading growth in the segment. Mezcla bars deliver 10 grams of protein and 170 calories per serving and are made with pea protein, quinoa crisps, nuts, seeds and coconut oil.
