Actual Veggies secures US$7 million to expand retail presence and innovation

Actual Veggies has raised US$7 million in a Series A funding round led by Relentless Consumer Partners, with additional backing from New Fare Partners and industry figures including Todd Lachman, founder of Sovos Brands, and Ben Rawitz. The investment follows a period of significant growth for the vegetable-forward brand, which has seen a 125% year-over-year revenue increase and expansion into more than 6,500 retail locations.

The company’s flagship Black Bean Burger continues to lead its category and is set to roll out in all 82 Costco locations across southeastern USA this March. This latest funding round will support further retail expansion, product innovation, and sustainable ingredient sourcing as consumer interest in whole-food alternatives continues to rise.

The growing demand for minimally processed, plant-based foods aligns with broader shifts in eating habits. Elly Truesdell, Founder & Managing Partner of New Fare Partners, highlighted the opportunity for Actual Veggies to cater to consumers seeking clean-label options. “We’re witnessing a fundamental shift in American eating habits, magnified by the projection that over 24 million Americans will be using GLP-1 medications in the next decade,” she said. “This evolution presents a massive opportunity for Actual Veggies to meet the growing demand for better meal options made without fillers, preservatives, or artificial ingredients.”

The funding will also allow Actual Veggies to scale its presence in major retail chains, including Albertsons, Kroger, Whole Foods Market, and Sprouts. John Burns, a founding partner at Relentless Consumer, emphasized the company’s potential for continued market growth. “As we look towards 2025, we anticipate a surge in consumer interest for products like Actual Veggies, which is committed to staying ahead of the curve in sustainable ingredient sourcing, innovative product development, and meeting the evolving needs of health-conscious consumers in 2025 and beyond.”

As part of the investment, Truesdell and Scott Caras of Relentless Consumer Partners will join Actual Veggies’ board of directors, along with CPG veteran Jamie Borteck, who brings experience from brands such as Grillo’s Pickles and Justin’s Nut Butter.

Actual Veggies co-founder and Co-CEO Hailey Swartz sees the funding as an opportunity to accelerate innovation and reach more consumers. “We set out to create the most delicious and satisfying veggie burgers ever made, and our tremendous growth has validated this effort. We look forward to expanding our partnerships, innovative products, and retail distribution with our new partners,” she said.

Beyond its core burger lineup, Actual Veggies has been expanding into new product categories. The company recently collaborated with Whole Foods Market and Sprouts to introduce a line of veggie burgers made with dairy cheese, designed to offer additional protein and enhance flavor. It has also launched Super Fries, a high-protein product made with added vegetables and without seed oils, now available in over 800 retail locations.

The brand’s commitment to real, whole vegetables rather than imitation meat alternatives has resonated with consumers looking for natural, minimally processed options. David Grutman, founder of Groot Hospitality and an early investor in Actual Veggies, believes the company’s approach will drive continued success. “What sets them apart is their authenticity—they’re not trying to imitate meat; they’re celebrating real vegetables in a way that resonates with today’s health-conscious consumers,” he said. “I believe they’re positioned to become a major player as dining preferences continue to evolve toward more mindful, vegetable-forward options.”

With a strong retail footprint, a growing product portfolio, and backing from experienced industry investors, Actual Veggies is well-positioned to capitalize on shifting consumer trends and expand its market presence in the coming years.