Nourish Food, the melbourne-based kids snack food company behind the Whole Kids brand, is urgently seeking a buyer and appointed voluntary administrators after a deal with a “major strategic partner” fell through.
Monica and James Meldrum founded Whole Kids in 2005 after seeing a gap in the market for organic, plant-based and additive-free snacks for children. The company raised more than $2 million across two crowdfunding campaigns and was considering a third round.
Whole Kids founder and CEO Monica Meldrum’s business has been handed over to voluntary administrators.Credit: Eamon Gallagher
In late 2021, the business inked a deal with Pinkfong, the South Korean entertainment unicorn which created YouTube video sensation Baby Shark, to coincide with its broader expansion efforts into Asia.
The company saw its sales boom during the pandemic and generated more than $23 million in revenue over five years, according to Nourish Foods’ page on crowdfunding site Birchal. Earlier this year, it added two new snack brands to its portfolio, Just Add and Offbeat, but appears to have run out of cash after failing to secure financial backing.
Meldrum told investors in a letter that the company had spent two months in negotiations and due…
