SG Credit Partners, through its Consumer Products division, recently completed a senior debt investment in New Primal, a leader in low sugar, high protein, and flavorful snacks.
 
"We’ve always looked for partners who understand the unique dynamics of building a mission-driven CPG brand,” said Jason Burke, Founder and CEO of New Primal. “SG’s flexibility, deep industry knowledge, and thoughtful approach made them a clear choice. Their team took the time to understand our business and build a relationship that feels like a true extension of our own.”
 
Founded in 2012, New Primal has built a loyal consumer base through its mission to “simplify healthy eating” with products that are responsibly sourced, Whole30-approved, and free from refined sugar, gluten, and other common allergens. What began with a single beef jerky product has since expanded into a full line of clean-label snacks and seasonings found in major national retailers and natural food stores, as well as online at https://newprimal.com/.
 
“We are thrilled to partner with New Primal and support an exceptional team that is redefining snacking through transparency, sustainability, and nutritional integrity,” said Spencer Brown, Managing Director at SG Credit Partners. “Their authentic approach aligns strongly with SG Consumer Products’ commitment to empowering emerging brands that are transforming consumer health and wellness.”
 
The financing from SG will support working capital growth and provide enhanced financial flexibility as New Primal continues to scale its operations and expand its product offerings across both retail and direct-to-consumer channels.