Dan-O’s Seasoning has secured a $25 million strategic investment from The Newcastle Network, marking the consumer-focused private equity firm’s first investment in the food category.
The Louisville, Kentucky-based seasoning company plans to use the capital to expand retail and online distribution, introduce additional product formats, and bring more of its products to consumers as it continues scaling nationally.
Dan-O’s was founded in 2015 by Dan Oliver, who initially sold an early version of the company’s Original seasoning blend at a local farmers market. The business has since expanded into a national brand sold through more than 22,000 retailers and online.
The company has also built a community of more than 15 million home cooks across its audience and social channels. Dan-O’s attributes a significant part of its growth to customers experimenting with its blends, sharing recipes, combining flavors, and using the products across a broad range of meals.
Founder Dan Oliver and CEO Phillip Crosby will continue leading the company following the investment.
For The Newcastle Network, the transaction represents the firm’s first move into food and supports a broader strategy of backing founder-led consumer brands that have developed strong communities before expanding distribution.
The firm sees an opportunity for emerging brands to take share from established food companies by combining product differentiation with direct relationships with consumers. Newcastle plans to support Dan-O’s with capital and operational expertise spanning data science, technology, and go-to-market execution.
Dan-O’s has grown from a farmers market business into one of the faster-growing seasoning brands in the U.S. Its products are positioned as flavor-focused alternatives to traditional herbs and spices, and the company plans to continue expanding into new formats while maintaining its focus on its existing consumer community.
The Newcastle Network’s broader portfolio includes footwear company Kizik, collectibles business Super7, pet brand Pet Life Unlimited, and now Dan-O’s Seasoning.
The investment gives Dan-O’s additional resources to expand its retail footprint, increase online availability, and develop new ways for consumers to use its seasoning products.
KEY QUOTES:
“The brands we’re most excited about don’t just sell products, they change behavior. Dan has built far more than a seasoning company. He’s created a platform that inspires millions of home cooks to experiment, create, and enjoy cooking more. That’s rare, it’s incredibly difficult to replicate, and it’s exactly the kind of business we’re looking to back as we build our food portfolio. The Dan-O’s investment is just the beginning.”
Chris Casgar, Managing Partner At The Newcastle Network
“I started out at a farmers market with one goal: get people to put some Dan-O’s on it, have fun in the kitchen, and make food they were excited to share. Our Fan-O’s took it from there. They started shakin’ it on everything, mixing flavors, creating their own recipes, and making Dan-O’s part of their own cooking stories. They’ve built this into something way bigger than me. With Newcastle’s support, we’ll keep bringing more Dan-Good flavor, helping more people cook with confidence, and making time in the kitchen even more fun.”
Dan Oliver, Founder Of Dan-O’s Seasoning
