Data and 'Guilt-Free' Snacking: Inside MPearlRock's Latest CPG Play

NEW YORK, NY – January 13, 2026 – In a move that signals a deepening convergence of data analytics, retail power, and consumer health trends, investment firm MPearlRock has announced its acquisition of The Good Crisp Company, a fast-growing brand known for its clean-label canister chips and snacks. The transaction, with terms undisclosed, places a successful “better-for-you” brand into the portfolio of a strategic partnership uniquely positioned to accelerate its growth through a powerful combination of capital and consumer insights.

Founded in 2015 by Matt Parry, The Good Crisp Company carved out a significant niche in the competitive salty snack aisle by reimagining classic formats like stacked chips and cheeseballs for the modern, health-conscious consumer. The brand’s commitment to a “great taste, no guilt” proposition—built on a foundation of gluten-free, non-GMO ingredients with no artificial flavors—has resonated strongly, propelling its products into more than 20,000 retail locations across the U.S., Canada, Australia, and the UK.

A Market Hungry for 'Better-for-You' Snacks

The acquisition arrives as the consumer packaged goods (CPG) industry continues its seismic shift toward healthier options. The global healthy snacks market, valued at nearly $96 billion in 2023, is projected to surge to over $144 billion by 2030, according to market research. This growth is not driven by a fleeting fad but by a fundamental change in consumer priorities. Shoppers are increasingly scrutinizing ingredient lists, demanding transparency, and seeking out products that align with their wellness goals without sacrificing the simple pleasure of a good snack.

This is precisely the trend The Good Crisp Company has capitalized on. By offering a direct alternative to legacy brands like Pringles, which often contain bioengineered ingredients and wheat starch, The Good Crisp Company provides a product that consumers can feel better about. Online reviews frequently praise the brand for delivering a satisfying crunch and rich flavor that rivals or even surpasses its mainstream competitors, all while maintaining a simple, clean ingredient deck. This ability to deliver on both taste and health attributes is what MPearlRock CEO Brian Kelley calls a rare achievement. “Consumers are increasingly demanding clean-label snacks that offer ingredient simplicity without sacrificing on taste,” Kelley commented in the announcement. “We’ve found that it is rare to find a company that can deliver on both promises like they do.”

The Data-Driven Playbook for CPG Dominance

What makes this acquisition particularly noteworthy is the entity behind it. MPearlRock is not a traditional private equity firm; it is a strategic partnership formed in early 2024 between MidOcean Partners, a seasoned consumer investor, and PearlRock Partners, the investment platform of grocery giant Kroger and its wholly-owned data science subsidiary, 84.51°. This structure provides an almost unprecedented advantage in the CPG space.

With access to 84.51°'s vast trove of anonymized shopper data, MPearlRock can identify emerging brands with proven traction, understand the specific consumer segments they appeal to, and model their growth potential with remarkable accuracy. This data-driven approach de-risks investment and creates a clear path for scaling. For portfolio companies like The Good Crisp Company, the benefits extend far beyond capital infusion. The partnership offers deep integration with Kroger's retail ecosystem, providing opportunities for optimized merchandising, in-store testing, and expanded distribution across one of the nation's largest grocery chains.

This acquisition aligns perfectly with Kroger's broader corporate strategy to evolve from a traditional grocer into a multifaceted “growth company.” By investing in and nurturing high-growth brands, Kroger augments its core business and strengthens its position in the lucrative “better-for-you” category, a segment where its own private-label Simple Truth brand has already seen tremendous success. The acquisition of The Good Crisp Company, following MPearlRock's earlier purchase of the non-dairy creamer brand nutpods, establishes a clear pattern of targeting disruptive, health-focused brands poised for mainstream success.

From Founder's Vision to Strategic Scale

For The Good Crisp Company, the deal marks the beginning of a new chapter in a remarkable entrepreneurial journey. In less than a decade, founder Matt Parry grew his vision from a startup concept into an international brand with an estimated annual revenue nearing $15 million. This success was built on product quality and a keen understanding of a market gap. However, scaling further in the CPG industry requires massive resources for manufacturing, supply chain logistics, and marketing.

The partnership with MPearlRock provides the keys to unlocking that next level of growth. “They share our vision for building a better-for-you snack platform that never compromises on quality or taste and bring deep expertise in scaling high-quality packaged food brands,” Parry stated. He highlighted the strategic support and resources that will help the company “accelerate growth, expand our reach, [and] optimize our manufacturing footprint.”

This transition from a founder-led startup to a strategically-backed enterprise reflects a growing trend for emerging brands. Partnering with an entity like MPearlRock offers a sophisticated support system that includes not just capital but also invaluable data analytics, operational expertise, and a direct line to one of the world's most influential retailers. It represents a powerful new model for how innovative products can navigate the challenges of the CPG landscape and achieve widespread consumer adoption.