Stride Consumer Partners will continue its work with “passion brands” following the close of its second fund at $550 million. 

“Passion brands” are businesses that 99% of the world has never heard of, but which count that remaining 1% as intensely loyal and passionate consumers, explained partner Juan Marcos Hill. 

• Stride invests with a “brand-centric” lens, he continued, noting that a particular category or trend doesn’t steer its investments. 

• Its job is to help those businesses make the jump from niche recognition to mass adoption. 

What They Said: “How do we expand that definition of the consumer without diluting the magic that made those early consumers so passionate to begin with?” – Juan Marcos Hill, Stride Partner

Read the full story on Nosh

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When your product has several compelling benefits, which one should lead?

Jous founders Nicolas Jeffery and Camilo Ortiz sit down with Chris Robb of Supernatural Ventures and The Angel Group to work through how to sharpen the story behind their magnesium-infused juice, make the product easier to understand, and build a stronger strategy for growth.

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