Sonoma Brands is a private equity firm focused on the growth sectors of the consumer economy. We aim to partner with bold, innovative founders on their way to building the world’s next enduring brands across the physical and digital landscape.

Sonoma Brands Capital

Dang Foods

Dang Foods specializes in wholesale to food distributors and retailers. We can also sell in bulk and can customize products under your brand's name. The company's organic snacks are made from Thai coconut that is sourced, processed, and packaged in the form of chips, enabling customers to avail nutritious snacks at a reasonable rate.

Dang Foods, founded in 2012 by brothers Vincent and Andrew Kitirattragarn, is an Asian-American snack company known for its innovative and health-conscious products. The company's flagship product, Dang Toasted Coconut Chips, was inspired by a Thai recipe from their mother, Dang, after whom the company is named. As of March 2016, Dang Toasted Coconut Chips were available in six flavors and held a 65% market share in the vegetable and fruit chip category. The company has since expanded its product line to include Thai Rice Chips and Dang Bars, all of which are inspired by the founders' Thai-American heritage.

Berkeley’s Dang chips born of toasted coconuts

Dang Foods: The Asian American Twist on Snacktime We All Needed

These Snacks are Amazing! • Erica Finds...

Convenience Foods

Dang Foods, founded in 2012 by brothers Vincent and Andrew Kitirattragarn, is an Asian-American snack company known for its innovative and health-conscious products. The company's flagship product, Dang Toasted Coconut Chips, was inspired by a Thai recipe from their mother, Dang, after whom the company is named. As of March 2016, Dang Toasted Coconut Chips were available in six flavors and held a 65% market share in the vegetable and fruit chip category. The company has since expanded its product line to include Thai Rice Chips and Dang Bars, all of which are inspired by the founders' Thai-American heritage.
Dang Foods' products are made with ethically sourced ingredients from Thailand, emphasizing sustainability and minimal processing. The coconut chips are made from young Thai coconuts and are certified non-GMO. The Thai Rice Chips, inspired by Northern Thai street food, are made by soaking sticky rice in watermelon juice and coconut milk before crisping. These chips are gluten-free and contain 25-35% less fat than regular potato chips. The Dang Bars, introduced later, are keto-friendly, vegan, gluten-free protein bars with no added sugar.
As a certified B Corporation, Dang Foods maintains high standards of environmental performance and transparency. The company's headquarters is powered by solar energy, and they use sustainable shipping methods. Dang Foods' commitment to sustainability extends to their sourcing practices, working with farmer communities in Thailand and the Ivory Coast to improve worker conditions.

Wholly Veggie is a Canadian plant-based food company founded in 2017 by John Bonnell and David Gaucher, two former executives from the organic meat industry. The company specializes in producing vegetable-forward frozen foods, including appetizers, snacks, and entrees. Wholly Veggie's product line features items such as cauliflower wings, mozzarella-style sticks, sweet potato popcorn, and various plant-based meals. The brand aims to make vegetables fun, delicious, and accessible while promoting healthier and more sustainable eating habits.
Wholly Veggie's products are made with simple, whole food ingredients and are free from additives, preservatives, gluten, and soy. The company uses vegetables as the main ingredients in its products, focusing on cauliflower, sweet potatoes, and other nutrient-rich vegetables. In 2021, Wholly Veggie partnered with Outcast Foods to incorporate upcycled cauliflower powder sourced from imperfect produce into their product line, demonstrating a commitment to reducing food waste.
The brand has experienced significant growth since its inception. As of 2023, Wholly Veggie products were available in over 6,000 retail outlets across North America, including major chains such as Target, Whole Foods Market, Sprouts Farmers Market, Walmart, and Loblaws. In 2021, the company saw a surge in popularity following the launch of its cauliflower wings and expansion into 1,200 Target locations in the US.
Key customers and partnerships
Wholly Veggie has successfully expanded its presence in major retail chains across North America. As of 2023, the company's products were available in over 6,000 stores, including Target, Whole Foods Market, Sprouts Farmers Market, Walmart, and Loblaws. In October 2022, Wholly Veggie announced the distribution of its award-winning Mozzarella Style Cheese Sticks at 705 Target locations, further expanding its reach in the US market.
In 2021, Wholly Veggie partnered with Outcast Foods, a sustainable food tech innovator, to launch mozzarella and jalapeno cheddar sticks featuring a patented upcycled cauliflower crust. This collaboration demonstrates the company's commitment to sustainability and reducing food waste in its production processes.

Wholly Veggie

Gardein is a plant-based food company that specializes in creating meat alternatives. Founded in 2003 by Canadian chef Yves Potvin, Gardein offers a diverse range of products designed to mimic the taste and texture of various meats. The company's product line includes plant-based versions of chicken, beef, pork, fish, and more. Gardein's products are made from a blend of non-GMO soy, wheat, pea proteins, and other plant-based ingredients. The brand aims to provide sustainable and compassionate food choices without sacrificing taste.
Gardein's product offerings are extensive, ranging from crispy tenders and mandarin orange crispy chick'n to fishless filets and plant-based jerky. The company also produces breakfast sausages, meatballs, and even canned soups and chilis. Many of Gardein's products are frozen for convenience, but they also offer refrigerated and shelf-stable options. In 2019, Gardein expanded its line with 11 new frozen meals, including spicy and maple patties and breakfast bowls.
The company has positioned itself as a leader in the plant-based protein market, with its products available in major retailers across North America. In 2018, Conagra Brands acquired Gardein as part of its USD 10.9 billion purchase of Pinnacle Foods. Following this acquisition, Conagra saw potential for significant growth in the plant-based sector, with CEO Sean Connolly estimating a USD 30 billion opportunity for Gardein in the US alone.
Gardein has continued to innovate, launching new products to compete in the evolving plant-based market. In January 2020, the company introduced its Ultimate Plant-Based Burger, made from pea protein, to compete with other popular plant-based burgers. Gardein has also developed products in the plant-based hot dog and sausage categories.

Gardein

Strong Roots is a plant-based frozen food company founded in 2015 by Samuel Dennigan in Ireland. The company offers a range of vegetable-forward products including cauliflower hash browns, mixed root vegetable fries, veggie burgers, and bites. Strong Roots has positioned itself as a challenger brand aiming to "fix the freezer aisle" by providing convenient, healthy, and sustainable plant-based options. The company's products are made with simple, whole plant ingredients and are free from artificial additives. Strong Roots has expanded rapidly since its founding, with its products now available in over 10,000 stores across multiple countries including Ireland, the UK, US, Australia, and parts of Europe and Asia. In 2020, Strong Roots became a certified B Corporation, demonstrating its commitment to environmental and social responsibility. The company introduced carbon footprint labeling on its packaging in 2022, allowing consumers to easily understand the climate impact of its products. In December 2022, Strong Roots expanded into the single-serve frozen entree category with a new line of 14 plant-based meals. In April 2024, Canadian frozen food giant McCain Foods acquired Strong Roots for an undisclosed sum, building on its initial USD 55 million investment for a minority stake in 2021. Following the acquisition, Strong Roots continues to operate as a distinct business unit within McCain, with plans to scale the brand globally and expand into more regions.

Strong Roots

Happi Foodi is a frozen food company based in Nutley, New Jersey, that specializes in developing and commercializing a diverse portfolio of chef-inspired frozen meals and products. Founded in 2018, the company offers a range of breakfasts, appetizers, entrees, pizzas, and veggie side dishes available nationwide. Happi Foodi's product line includes ready-to-heat meals, keto bowls, and veggie sides, focusing on providing convenient, flavorful, and nutrient-rich meal solutions. The company's mission is to make chef-inspired eating accessible and convenient for consumers to enjoy from home or on-the-go.
Happi Foodi's products are designed to support a health-forward lifestyle while delivering on the brand's promise of "Indulgence Without Compromise." The company aims to offer high-quality, affordable meal options that cater to various dietary preferences. In addition to its proprietary Happi Foodi label, the company has expanded its portfolio through partnerships and brand-building initiatives. For example, Happi Foodi has a partnership with Barstool Sports' One Bite Pizza, further diversifying its product offerings.
Happi Foodi's products are available in retail stores, with the company mentioning that its items can be found at Walmart. The company's focus on convenience, affordability, and health-conscious options suggests that it caters to a broad range of consumers looking for quick and nutritious meal solutions.
Key customers and partnerships
Happi Foodi has established partnerships with various organizations to support its mission and expand its reach. In December 2020, the company announced a year-long partnership with professional golfer Danielle Kang, pledging to donate USD 100,000 worth of meals to local food banks of Kang's choosing. The first donation benefited Three Square Food Bank in Southern Nevada.
In March 2022, Maruha Nichiro Corporation, a major Japanese seafood producer and distributor, invested in Happi Foodi. This investment was based on Maruha Nichiro's strategy to form a capital and business alliance with an experienced partner in frozen food manufacturing and sales in North America.

Happi Foodi

Saffron Road is a leading American food company specializing in world cuisine frozen entrees, shelf-stable meals, simmer sauces, and snacks. Founded in 2009 in Stamford, Connecticut, the company has positioned itself as a provider of premium, better-for-you halal food products. Saffron Road's offerings are inspired by global cuisines, including Indian, Thai, Mexican, and Middle Eastern flavors. The company's products are available in over 25,000 stores across the US, including major retailers such as Walmart, Kroger, Whole Foods Market, Target, Publix, and Wegmans.
Saffron Road prides itself on using high-quality, ethically sourced ingredients in its products. All of its offerings are halal-certified, and most are also gluten-free and Non-GMO Project Verified. The company never uses antibiotics, artificial ingredients, GMOs, or protein isolates in its products. Saffron Road's commitment to quality extends to its meat sourcing, using only 100% vegetarian-fed and humanely raised animals.
The company has experienced significant growth since its inception. As of July 2023, Saffron Road's annual sales were approaching USD 65 million. Its product line has expanded to include over 50 items, ranging from frozen entrees and shelf-stable meal pouches to simmer sauces and organic crunchy chickpea snacks. Some of Saffron Road's most popular frozen entrees include Chicken Tikka Masala, Chicken Pad Thai, and Chicken Biryani.
Saffron Road has also been innovative in its approach to sustainability. The company uses pouches instead of glass containers for its simmer sauces, reducing energy use in transportation by over 30% and decreasing its overall carbon footprint by 70%.
Key customers and partnerships
Saffron Road has established strong partnerships with major retailers across the US. The company's products are sold in over 25,000 stores nationwide, including Walmart, Kroger, Whole Foods Market, Target, Publix, Wegmans, and Costco.
Whole Foods Market played a crucial role in Saffron Road's early success, being the first national retailer to carry the brand in 2010. This partnership helped Saffron Road reach a broader audience beyond the Muslim community, appealing to health-conscious consumers and those interested in global cuisines.
In June 2023, Saffron Road expanded its retail presence by launching its products in 2,700 Walmart stores, further solidifying its position in the mainstream market. The company has also partnered with Amazon to offer direct-to-consumer sales through its website.

Saffron Road

Creating snack products optimized for air fryers, ensuring even cooking and maintaining taste and texture when air-fried

Enhancing snack texture to achieve a satisfying, crunchy bite, elevating the sensory appeal of snacking experiences

Frozen meals that preserve fresh-like quality, maintaining taste and texture as if freshly made

Fully cooked meals or meal kits that are quick and easy to prepare, reducing preparation time and effort

Fully cooked meals that require no refrigeration and can be easily prepared by microwaving

Companies in this hub deals with providing meals that align with specific dietary requirements/preferences of customers

Dang Foods

Sources

About EDGE

Contact Us

Resources

Area of Focus

Technology Research Made Effortless