# CPG Investment Rounds Medici Brands Secured $250 Million to Expand Its Portfolio By Adam Harrie | Published 2026-09-03 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/medici-brands References: [prnewswire](https://www.prnewswire.com/news-releases/medici-brands-raises-250-million-in-series-b-funding-302867137.html)  Medici Brands, parent company of [David Protein and confectionery brand HallPass](https://www.trendhunter.com/trends/david-protein-x-poppi), closed a $250 million Series B round co-led by Greenoaks and Valor Equity Partners as part of the Medici Brands Series B funding. David Protein was the major catalyst for the investment, with the brand's portfolio expanding into frozen desserts and ready-to-drink shakes, now sold in more than 35,000 retail locations and on track to surpass $300 million in 2026 revenue. The funding will support HallPass' retail expansion following its August 2026 nationwide Walmart launch, as well as new [David Protein formats](https://www.trendhunter.com/trends/david-protein-bronze) and the upcoming launch of a third brand, Rowdy. As [better-for-you brands](https://www.trendhunter.com/trends/bold-snacks) increasingly seek to build multi-brand platforms rather than single hero products, Medici's rapid growth signals how technology-enabled food companies are scaling reformulated classics into full retail portfolios. Image Credit: Medici Brands ## Trend Insights (Trend Hunter) - Score: 9.3/10 - Popularity: 95% | Activity: 92% | Freshness: 92% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) ## Key Themes ### What's Driving This Trend - **Better-for-you Portfolios:** Multi-brand CPG platforms are turning single-product momentum into broader retail ecosystems built around reformulated snacks, desserts, and beverages. - **Protein-forward Formats:** Consumer demand for functional indulgence is reshaping familiar categories as protein-enhanced frozen desserts and ready-to-drink shakes move into mainstream shelves. - **Retail-led Brand Scaling:** Large funding rounds are accelerating nationwide distribution strategies where emerging food brands use mass retailers to validate and expand category reach. ### Who This Affects Most - **Consumer Packaged Goods:** Technology-enabled food companies are creating new competitive pressure by combining rapid product development, brand incubation, and omnichannel distribution. - **Health and Wellness:** Better-for-you positioning is blurring the line between everyday treats and nutritional products, opening space for functional versions of conventional favorites. - **Food Retail:** National chains are becoming launch platforms for high-growth challenger brands seeking fast visibility, consumer data, and category disruption. ## Related on Trend Hunter - [Permissible Low-Calorie Confections](https://www.trendhunter.com/trends/hallpass.md) - [Functional Ice Cream Treats](https://www.trendhunter.com/trends/david-and-fields-good.md) - [Protein Bar Investments](https://www.trendhunter.com/trends/stars-honey.md) - [Private Equity Café Acquisitions](https://www.trendhunter.com/trends/centurium-capital.md) - [Food Brand Partnerships](https://www.trendhunter.com/trends/food-brand-partnership.md) - [Pumpkin Spice Protein Bars](https://www.trendhunter.com/trends/pumpkin.md) - [Functional Meal Replacement Deals](https://www.trendhunter.com/trends/danone-huel.md) - [Protein Affogatos](https://www.trendhunter.com/trends/protein-affogato.md) - [Preventive Health Syndicates](https://www.trendhunter.com/trends/preventive-health-syndicate.md)