Guiding Principles

Maximizing the power of a brand through craft, character and inspiration

We are stewards of brands that unapologetically strive for a brand-first mentality. Nothing is greater than the brand. We carefully select the right team and brand partners to turn both startup and upstart brands into everyday household names.

Above all else, we build relationships. Our relationships with retail are powered by co-designing, co-innovating, and collaborating to build brands and expand productivity of shelf sets. Our relationships with consumers are empowering. We harness the power of branding to fill unmet needs in consumer’s lives

Our track record speaks to itself. The unprecedented success of Halen Brands is shown through the number of successful exits with up-and-coming brands. We fuel our brands through conviction rooted in a deep understanding of the consumer and retailer.

We partner with founders by leveraging our sales, marketing, and operational expertise to build brands that consumers love. Taking a demand focused approach to brand building, we partner with retailers to drive successful launches and programming that are tailored to the shopper, the shopper’s mission, and the retailer’s strategic goals.

Our Unique Three-Pronged Approach


We’ve established a track record of conceptualizing, creating and delivering our own new innovative products to market. With over 15 years of experience as new product leaders, we have co-created top selling food brands in specialty and better-for-you spaces.


We nurture existing privately held, high-growth potential consumer product companies by actively partnering with their management teams. We provide à la carte services such as a multi-channel sales team, broker networks, marketing & design, operations, co-packers and more.


We acquire high-quality, on-trend, niche products in the fastest growing market segments. We vet the product with considerations such as mass appeal, distribution capacity, and top line revenue. Once due diligence is complete, we quickly deploy a sales and distribution strategy to grow sales rapidly and profitably.

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