Food incubator Sonoma Brands makes first investment in Dang Foods

Sonoma Brands, a food and beverage products incubator and venture fund, invested in Dang Foods, a maker of coconut and onion chip snacks. This is the first investment for both firms. Financial terms were not disclosed.


BERKELEY, CA (March 7, 2016) – Dang Foods, maker of the leading, all-natural Coconut and Onion Chip snacks, announced today that it has closed an investment from Sonoma Brands, a one-of-a-kind food & beverage products incubator and venture fund led by Jon Sebastiani, founder of Krave Jerky. With humble beginnings as a bootstrapped company, Dang Foods is excited to be the first brand to receive funding from Sonoma Brands, whose granular understanding of the snacking space in the U.S. will accelerate Dang Foods’ growth.

“We are excited to accept our first round of funding from Sonoma Brands and look forward to what this strategic partnership will help us accomplish in the months and years to come,” said Vincent Kitirattragarn, founder of Dang Foods. “With the support, resources and expertise of Sonoma Brands, we are confident that we will continue to be the leader in truly innovative, healthy, dang-worthy snacks.”

Sonoma Brands envisions a renaissance in the future of healthy snacking with Dang Foods at the helm. Dang is the first brand to take common ingredients like coconuts and onions and transform them into unexpected, culinary delights with nutritional value. The companies plan to work collaboratively to accelerate growth and continue to innovate the chip space with new ingredients and flavors.

Sonoma Brands Founder, Jon Sebastiani adds: “We couldn’t be more proud that our first investment is in a category that is parallel with our experience and background. Dang Foods is a true category disrupter in the snack industry with a family story and a passion for culinary roots that resonates deeply with our team. We are excited to be a part of the Dang story.”

Dang Foods is available in over 7,000 stores nationwide and retails for $2.99 to $4.99 depending on the product.

About Dang Foods

Dang Foods is a family-operated, B-Corp company that has challenged the traditional snack industry by creating the Coconut Chip and Onion Chip categories. Using minimal ingredients, most of Dang’s products are vegan, gluten-free Non-GMO Project Verified, cholesterol-free and high in fiber. Ranging from sweet and tangy to savory and spicy, Dang Foods’ innovative flavor profiles appeal to the everyday snack lover as well as the discerning palates of today’s food-savvy, health conscious consumers. Dang Foods’ products are available nationwide in the snack aisles of over 7,000 stores nationwide, including Whole Foods, Target and Kroger. For more information on Dang Foods, please visit

About Sonoma Brands

Founded in 2015, Sonoma Brands is a venture incubator for emerging consumer packaged goods brands that creates new and revitalizes dormant categories in the industry. Inspired by the heritage of California’s wine country, Sonoma Brands is committed to authenticity, quality and innovation. Led by Jon Sebastiani, founder of artisanal jerky brand KRAVE Jerky, Sonoma Brands seeks to further food entrepreneurship by developing, launching and supporting promising, creative brands. For more information on Sonoma Brands, please visit