Fruitist, a rapidly growing superfruit brand redefining healthy snacking, announced that it has raised $150 million in equity financing led by a vehicle managed by J.P. Morgan Asset Management, along with participation from new and existing investors. The funding will accelerate Fruitist’s global retail expansion, expand its product portfolio, and strengthen its position as a leader in the $600 billion global snacking market.
Founded in 2012 as Agrovision and later rebranded as Fruitist, the company has evolved from an agriculture-focused operation into a vertically integrated, consumer-driven brand delivering premium, farm-fresh superfruits to a rapidly expanding customer base. Fruitist products are now available in more than 12,500 retail stores across North America and in 40 countries worldwide, including leading chains such as Costco, Publix, ShopRite, Sprouts, Trader Joe’s, Walmart, Whole Foods, and Giant.
The company’s mission centers on tackling one of modern nutrition’s most pressing challenges—making healthy, fresh foods as accessible and appealing as processed snacks. Research from the National Center for Biotechnology Information (NCBI) indicates that snacks contribute to 42% of added sugar intake among U.S. children and adolescents. By offering naturally sweet, nutritious fruit options that deliver both taste and convenience, Fruitist aims to shift consumer habits toward healthier choices.
Fruitist’s flagship Jumbo Blueberries have become a hallmark of quality, known for their signature crunch and flavor consistency. In 2025, the company launched Fruitist Snack Cups, single-serve packs designed for on-the-go snacking, and expanded production of blackberries, raspberries, and cherries to meet rising demand.
The investment from J.P. Morgan Asset Management will help Fruitist expand its supply chain infrastructure, scale new product lines, and enhance operational efficiency through technology. Fruitist also continues to build its brand visibility through partnerships with USC Athletics, D.C. United, and star quarterback Caleb Williams, extending its mission to promote healthier lifestyles among athletes, students, and communities.
The company’s growth has been bolstered by a seasoned executive team drawn from global consumer packaged goods (CPG) leaders, including The Wonderful Company and Nestlé. Recent leadership appointments include Rich Sullivan as Chief Financial Officer, Thomas Seifert and June Yang to the Board of Directors, and Jim Trahanas as Chief Technology Officer, who will spearhead technology integration across Fruitist’s global operations.
KEY QUOTES:
“Consumers are rethinking what they reach for between meals. At Fruitist, we’re proving that fresh, flavorful, and nutritious snacks can scale globally, and that fruit, when done right, can truly compete with the snack aisle. Consumer demand continues to fuel our growth, and we’re thrilled to welcome J.P. Morgan Asset Management as a well-established partner to help us meet that growing demand.”
Steve Magami, Co-Founder and Chief Executive Officer, Fruitist
“Our strategy has invested in Fruitist in recognition of the exceptional results they’ve achieved and the moat they’ve built around the business. We believe that Fruitist, with control of its value chain, significant organic growth opportunity ahead, and positioning as a driving force of premiumization of berries and the better-for-you category, will realize durable expansion.”
Brad Demong, Managing Director, J.P. Morgan Asset Management
