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JamJar Investments is an early-stage consumer venture capital firm founded in 2012 by the team behind Innocent Drinks, which was sold to Coca-Cola for over $700 million in 2013. Based in London, the firm has established itself as a prominent player in the European venture capital landscape, focusing on identifying and supporting emerging consumer brands. The name 'JamJar' reflects the founders' early funding method, using a jar of coins to finance their initial business.
Currently, JamJar manages approximately £100 million (around $119 million) across its funds, with a portfolio that includes over 10 companies. The firm emphasizes hands-on operational support, leveraging the extensive experience of its founders who have successfully built and scaled a global consumer brand. This operational expertise is a key differentiator for JamJar, enabling them to provide strategic guidance and industry insights to their portfolio companies.
JamJar has consistently demonstrated a commitment to backing high-potential consumer brands, aiming for significant exits of £250 million or more. Their investment strategy is rooted in the belief that strong teams and innovative products are essential for success in the competitive consumer market.
JamJar Investments primarily targets early-stage consumer brands in the UK and Europe, focusing on both digitally-native and offline/retail companies. The firm typically invests between £500,000 and £3 million (approximately $625,000 to $3.75 million), with a keen interest in sectors such as food & drink, health & wellness, beauty, marketplaces, and consumer fintech. Their investment strategy is designed to identify companies that not only have strong growth potential but also resonate with consumers.
JamJar seeks to partner with companies that are raising between £0.5 million and £5 million, aiming for exits of £250 million or more. The firm emphasizes the importance of a strong founding team and innovative products. They provide hands-on operational support, drawing from the extensive experience of their founders, who have a proven track record in building successful consumer brands. This operational involvement is a critical aspect of their investment approach, as it allows them to add significant value to their portfolio companies.
JamJar Investments has built a diverse portfolio of notable companies, showcasing their focus on early-stage consumer brands. Key portfolio companies include:
These companies reflect JamJar's commitment to investing in brands that demonstrate significant growth potential and align with consumer trends.
Richard Reed: Co-founder and Partner at JamJar Investments, previously co-founded Innocent Drinks. He has extensive experience in building consumer brands and strategic growth.
Jon Wright: Co-founder and Partner, also a co-founder of Innocent Drinks. He brings a wealth of knowledge in consumer product development and brand strategy.
Adam Balon: Co-founder and Partner, with a background in scaling consumer brands. His expertise lies in operational management and market positioning.
Katie Marrache: Partner at JamJar Investments, recognized as Europe's youngest female VC partner in May 2017. She focuses on identifying high-potential consumer brands.
Kirsty Macdonald: Principal, involved in sourcing and evaluating investment opportunities within the consumer sector.
Emily Bullman: Principal, contributing to portfolio management and operational support for portfolio companies.
Sophie Luck: Principal, focusing on investment analysis and supporting portfolio growth strategies.
Katherine Orrell: Investor, involved in deal sourcing and due diligence processes.
Jonathan Burt: Head of Finance, overseeing financial operations and fund management.
Lucy Paget: Executive Assistant to Partner & Operations Assistant, supporting the team in various operational capacities.
To pitch to JamJar Investments, founders should submit their information through the firm's website. A well-structured pitch deck should include details about the business model, market opportunity, competitive landscape, and financial projections. The firm prefers to receive pitches via their online submission form and typically responds within a few weeks.
Warm introductions are beneficial but not mandatory. Founders should ensure their pitch clearly outlines the unique value proposition of their brand and how it aligns with JamJar's investment focus on early-stage consumer brands.
In 2024, JamJar Investments made five new investments, continuing to expand its portfolio of early-stage consumer brands. The firm has been recognized for its active involvement in the beauty sector, featuring on BeautyMatter's Most Active Beauty Investors list in 2025, with three beauty transactions noted.
Notable exits include the acquisition of Runna by Strava in 2025, the acquisition of Wild by Unilever, and the exit of Farewill in 2024. Additionally, Immersive Gamebox exited in 2025, further solidifying JamJar's track record of successful exits.
What are JamJar Investments' investment criteria?
JamJar Investments focuses on early-stage consumer brands in the UK and Europe, typically investing between £500,000 and £3 million. They seek companies that have strong teams, innovative products, and the potential for significant growth, aiming for exits of £250 million or more.
How can I apply or pitch to JamJar Investments?
Interested parties can submit their pitch through the JamJar Investments website. The firm encourages companies based in Europe to reach out, providing details about their business and growth potential.
What makes JamJar Investments different from other VC firms?
JamJar Investments is distinguished by its founders' extensive experience in building and scaling a global consumer brand, Innocent Drinks. This operational expertise allows them to provide hands-on support and strategic guidance to their portfolio companies.
What is the geographic scope of JamJar Investments?
The firm primarily invests in companies located in the UK and Europe, focusing on early-stage consumer brands that resonate with consumers.
What is the typical check size for investments?
JamJar Investments typically invests between £500,000 and £3 million (approximately $625,000 to $3.75 million) in their portfolio companies.
What kind of post-investment involvement does JamJar have?
JamJar Investments provides hands-on operational support to its portfolio companies, leveraging the founders' experience to help guide strategic decisions and growth initiatives.
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