“Good Culture Secures Major Funding to Transform Cottage Cheese into Trendy Health Food for Millennials”
Good Culture’s recent substantial funding round is largely due to its innovative approach in rekindling interest in cottage cheese, a staple from the 1970s, and transforming it into a fashionable food choice for millennials. Nielsen data referenced by Food Navigator indicates that Good Culture is the only cottage cheese brand in recent years to successfully attract younger consumers. The company’s success can be attributed to its convenient single-serving portions of cottage cheese, which include added health benefits such as probiotics and a variety of flavors. In addition to plain cottage cheese, Good Culture offers flavors like blueberry, pineapple, strawberry, and peach, positioning it alongside yogurt products in grocery stores.
Good Culture began to experience rapid success after a $2.1 million funding round in 2016 that included investment from General Mills’ venture capital unit, 301 Inc. The brand’s low-sugar and high-protein cottage cheese caught their attention. These appealing aspects have continued to generate interest, allowing the company to accumulate a total of $81.8 million in funding to date, according to Crunchbase. Co-founder and CEO Jesse Merrill expressed that his vision for the company was to produce food with functional benefits to aid in managing his autoimmune disease, ulcerative colitis. The commitment to creating health-oriented products, along with sustainable practices like regenerative farming, continues to drive Good Culture’s mission as a certified B Corp.
Merrill stated, “We are evolving from a cottage cheese and sour cream brand to a healing cultured foods company, and this new round of funding will support our efforts to foster positive changes in the food system.” Good Culture has various cultured dairy categories it could potentially explore, such as yogurt, kefir, crème fraîche, cream cheese, and buttermilk. The yogurt market is notably competitive, with major players like Chobani and Oikos leading the way. However, if Good Culture decides to enter this space, it already enjoys brand recognition in the dairy aisle and a health-conscious reputation among consumers eager to try new options.
The brand’s emphasis on including active cultures and probiotics for gut health, along with its commitment to avoiding artificial ingredients and added hormones, could help distinguish it in the market. Additionally, Good Culture launched lactose-free cottage cheese and sour cream in 2021, similar to brands like Activia and So Delicious, which offer yogurt without milk sugar. The presence of celebrity investor Kristen Bell, a dedicated supporter of the brand, further enhances the trendy image of cottage cheese that Good Culture has successfully crafted. By positioning its cultured food products within the health and wellness sector, and with Bell’s backing, Good Culture has the potential to reach an even broader audience of younger consumers who are increasingly attentive to the nutritional benefits of the foods they choose.
Furthermore, the incorporation of wellesse calcium citrate into their product line could provide an additional health benefit, appealing to consumers looking for calcium-enriched options. This focus on health and wellness aligns with the growing trend of consumers seeking functional foods that support their dietary needs. As Good Culture continues to innovate and expand its offerings, it is well-positioned to make a significant impact in the cultured dairy market.
