KEEN Growth Capital, Orlando, Fla., acquired material interest in DAHlicious, the Leominster, Mass.-based maker of organic, probiotic-dense, India-style lassi and yogurt. This acquisition is part of KEEN Growth Capital’s focus on greater social impact in nutritional well-being, disease mitigating and life-enhancing science and technology.
“We are thrilled to partner with DAHlicious, the only India-style yogurt company of its kind,” says Jerry Bello, managing partner at KEEN Growth Capital. “DAHlicious’ slow-cultured process delivers extraordinary probiotic counts, flavor and texture, setting this brand apart from in the dairy category. KEEN is dedicated to making India-style ‘lassi’ a household word.”
“DAHlicious is excited to work with KEEN Growth Capital, a leading venture capital firm with decades of experience in food and beverage,” adds Tom Burns, chief executive officer of DAHlicious. “We know this new relationship will expedite the growth [of] DAHlicious in North America by adding the expertise and access to further penetrate the CPG yogurt space.”
The new branding entails fresh elements and packaging and a new logo that reflects the 4,000-year India lassi traditions. The new tagline is “Live DAHliciously!” to inspire a holistic, better-for-you lifestyle, and “The Painted Elephant” is a new illustrated brand icon designed to be the symbol of ancient wisdom and time-honored Indian tradition.