US private equity firm Goode Partners has announced a $30 million minority investment in active nutrition company Jocko Fuel.
Based in Jay, Maine, Jocko offers a broad range of performance products, including energy drinks, as well as protein and other sports nutrition powders, and supplements in capsule form.
Jocko Fuel is named after Jocko Willink, a retired Navy SEAL officer and entrepreneur who helped conceptualise the brand.
“The strategic investment from Goode Partners validates Jocko Fuel’s track record of significant growth and will help enable the emergence of Jocko Fuel products as the better alternative for conscious consumers and as a household name,” said Pete Roberts, co-founder and CEO of Jocko Fuel.
“Goode has extensive experience partnering with high-growth consumer brands and we are glad to have found a strategic partner who believes in our core mission to provide clean, natural and functional products to our loyal and rapidly growing customer base.”
Goode Partners has previously invested in a number of food and beverage brands, including Strong Roots and La Colombe.
Jocko Willink added: “Dave and the team at Goode Partners will give us the ability to grow our product line, refine our logistics and reach people that need our products, but who haven’t heard of us yet”.
