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We back the CPG brands that will own tomorrow's shelves.

The LvlUp CPG Fund invests from $6K to up to $150K in high-potential consumer brands, with follow-on up to $250K. You also get hands-on support from LvlUp and our anchor LP, SHOPLINE.

Apply to the CPG FundExplore Labs CPGNon-Dilutive Financing
Climate Candy Mr. Bing Drink Spade Drink Hippie
Sensate Carson Life Golden Goose
100+CPG Fund
portfolio companies
Most active VC in Consumer Goods & TechPitchBook
100+ CPG brandsin the CPG Fund portfolio
Backed by SHOPLINEour anchor LP, powering 600K+ merchants

Pre-seed or seed? Start with Labs CPG.

LvlUp Labs CPG is our self-paced program for early-stage consumer brands across Food & Beverage, Skincare & Beauty, and Consumer Electronics. It's lifelong support, from day one until the day you exit or IPO, with mentorship, expert masterclasses, and a path to investment from LvlUp.

Explore Labs CPGApply anytime

More than a check.

We're former founders turned investors. CPG Fund brands get capital, operators, and a network that opens doors, from LvlUp and SHOPLINE.

Strategic funding

From $6K to up to $150K in initial capital, with potential follow-on investment up to $250K as you hit milestones.

Expert guidance

A track record of backing 300+ startups over almost a decade. Lean on us for fundraising, marketing, and operations, plus the LvlUp investor and operator network.

Synergies across the portfolio

Retail partnerships, marketing opportunities, and hundreds of portfolio companies across LvlUp. We connect the dots to scale your brand.

First look from our funding partners

Join our curated funding partner network and get considered first, through warm introductions to investors who back consumer brands.

Growth financing

Starting at $10K MRR or already doing millions in revenue? We can finance your growth at industry-low rates, with no personal guarantees and flexible terms, from $50K to $20M.

Backed by SHOPLINE, our anchor LP.

SHOPLINE powers 600,000+ merchants and brands like FILA, LUSH, Polaris, and LEGO. CPG Fund brands get custom support from both teams, plus a white-glove move to SHOPLINE: site buildout, backend data migration, and payment setup, with zero downtime.

600K+merchants worldwide
2013founded, 12+ years proven
2,000+employees globally
24/7expert support

World-class partners

SHOPLINE
Amazon
FIFA
Walmart
Erewhon
Target

and more

Innovation Alliance & CPG advisor network

Mentors and advisors from the world's most recognized companies.

Through our Innovation Alliance and our CPG-specific advisor network, founders get guidance from operators and leaders at companies including:

Goldman Sachs
Samsung
Diageo
Estée Lauder
Frito-Lay
Gorillas

and more

Our top portfolio companies

100+ CPG brands in the portfolio. 55% sit in better-for-you, where we've placed our biggest bets.

Climate Candy

Climate Candy

Snacks$2.76M seed raised

Food waste turned into fruit chews, sold nationally across retail, airports, and universities.

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Mr. Bing Foods

Mr. Bing Foods

Food & Beverage$15M valuation

Food brand specializing in Asian-inspired sauces, condiments, and meal solutions.

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Drink Spade

Drink Spade

Functional beverage245 Walmart + 225 H-E-B doors

Functional beverage brand focused on hydration and wellness.

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A Rich Wines

A Rich Wines

Wine & Spirits3,600+ bottles sold30+ GA accounts

Wine brand offering approachable, premium wines for modern consumers.

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Sensate

Sensate

$50M valuationTIME Innovation of the Year

Wellness technology brand focused on stress reduction and relaxation.

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Carson Life

Carson Life

Health & wellness$15.4M total raised

Health and wellness brand offering supplements and personal-care products.

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Founder stories

Inside the brands we back

Cartwheel

CPG Fund

Joanna Shu's Nit Happens lice treatment launched in 6,000 Walgreens stores, with Amazon sales up 136% since Q2.

Read their story

Climate Candy

CPG Fund

Amy Keller's FAVES fruit chews are made from "perfectly imperfect" produce, keeping over a million fruits and veggies a year out of landfills.

Read their story

Hippie Energy

LvlUp Labs

Real fruit juice, functional mushrooms, low caffeine. Now at Total Wine and Mother's Market, with a Costco roadshow in the works.

Read their story

My Block Skin

CPG Accelerator

Clear SPF 50 for every skin tone, and the first Black-owned sun care brand in Boots' 175 years.

Read their story

Rooted Living

Labs CPG Pro

Rachel Domb's compostable granola brand has sold 25,000+ bags and kept as many plastic bags out of landfills.

Read their story

Whatrr

CPG Fund

Spring water in a bottle that breaks down in a landfill. From SoCal Startup Day winner to Erewhon and 100+ stores.

Read their story

Founders on working with LvlUp

"I can't say enough good things about LvlUp. Once they're committed, they do the work. I've never had an institutional investor who was so proactive in helping us fundraise."
Aaron Gervais
Aaron GervaisOtherwise Brewing, CPG Fund portfolio company
"We're excited to welcome LvlUp Ventures as a strategic investor through their CPG Fund. Having LvlUp join our cap table is a meaningful milestone for us, not just because of the capital, but because of the depth of experience, perspective, and conviction they bring to early-stage consumer brands."
Kurt Lohse
Kurt LohseCo-Founder, Bored & Thirsty
"They've been incredible in supporting our fundraising strategy, offering both introductions and thoughtful input, and have shown real flexibility in leaning in where we needed help."
Anna Gudmundson
Anna GudmundsonFounder, Sensate

Building a CPG brand with traction? Let's talk.

Apply to the CPG Fund, or join ON SHELF, our CPG newsletter, to hear what's next.

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Pre-seed or seed stage? Apply to Labs CPG