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§ Venture Capital · London, United Kingdom
Venture capital firm investing in early-stage consumer brands, FMCG, and consumer tech with seed and Series A.
JamJar Investments is a London, United Kingdom-based venture capital firm focused on early-stage consumer-facing businesses, including brands in FMCG and consumer technology sectors. They deploy seed and Series A investments, typically below £5 million, to support the next generation of entrepreneurs. Their first fund deployed $30 million across 68 companies, yielding 11 exits. The firm subsequently raised a £100 million second fund, which included a £48 million commitment from the British Business Bank. With under 25 employees, JamJar has backed notable companies such as Deliveroo, Oatly, Babylon Health, Tails.com, and What3words. JamJar Investments was founded in 2012 by Richard Reed, Jon Wright, Adam Balon, and Katie Marraché. Its business model centers on raises venture capital funds from institutional investors, partners, and crowdfunding, deploys capital into portfolio companies.
Key people at JamJar Investments.
JamJar Investments is a London-based venture capital firm founded in 2012 by Richard Reed, Jon Wright, Adam Balon, and Katie Marraché, all of whom have roots in the successful FMCG brand Innocent Drinks. The firm focuses on early-stage investments, primarily seed and Series A rounds, in consumer technology and FMCG sectors across the UK and Europe. JamJar’s mission centers on backing purpose-driven, sustainable consumer brands and disruptive technologies that resonate with conscientious consumers, combining financial capital with strategic mentorship and a strong network to help startups scale and thrive[1][2][3][4].
Originating from the founders’ experience building Innocent Drinks—a brand sold to Coca-Cola for over $500 million—JamJar leverages deep industry expertise and operational know-how to identify and support high-potential consumer brands. The firm’s investment philosophy emphasizes complementary founding teams, products with strong early consumer traction, and businesses with the potential to reach valuations exceeding £250 million. Notable portfolio companies include Deliveroo, Wild (natural deodorants), ManyPets (insurance), and Tony’s Chocolonely (ethical chocolate), reflecting JamJar’s commitment to innovation and sustainability in consumer markets[2][4].
JamJar rides the growing trend of consumer brands that integrate technology, sustainability, and social impact. The timing aligns with increasing consumer demand for ethical, transparent, and innovative products, especially in Europe’s mature markets. By supporting early-stage companies that combine digital innovation with consumer-centric values, JamJar influences the startup ecosystem by fostering brands that can scale sustainably and disrupt traditional FMCG and retail sectors. Their involvement helps bridge the gap between startup agility and established market demands, contributing to a more responsible and innovative consumer landscape[1][3].
Looking ahead, JamJar Investments is poised to continue expanding its portfolio of high-growth consumer brands across Europe, leveraging its founders’ legacy and operational expertise. Trends such as digital personalization, sustainability, and health-conscious consumerism will likely shape their investment focus. As consumer expectations evolve, JamJar’s influence may deepen in driving the next generation of purpose-driven brands that combine profitability with positive social and environmental impact. Their ability to blend capital with mentorship positions them well to remain a key player in early-stage consumer venture capital[1][3][4].
Key people at JamJar Investments.
JamJar Investments has more than 26 tracked investments across 22 companies. The latest tracked deal is $15.0M Series A in Shellworks in March 2026.
