232 brands that market themselves as small, natural, or independent and belong to somebody much bigger — plus 51 that are independent but carry a flag.
Owned by a giant
Grouped by who owns them. The concentration is the point — a handful of companies own most of what looks like variety on the shelf.
Unilever 15 brands
Seventh Generation — since 2016
· Cleaning & Laundrysource Seventh Generation paper — since 2016 · Paper & Disposables
Schmidt's — since 2017 · Personal Care
Dr. Squatch — since 2025
· Personal Caresource Wild — since 2025 · Personal Care
SheaMoisture, Nubian Heritage — since 2017 · Personal Care
Tatcha — since 2019 · Personal Care
Paula's Choice — since 2021 · Personal Care
Dermalogica, Kate Somerville, Hourglass · Personal Care
Dove, Vaseline, Axe, Suave · Personal Care
Seventh Generation period care — since 2016 · Personal Care
Sir Kensington's — since 2017 · Pantry Staples
Hellmann's, Knorr · Pantry Staples
Pukka — since 2017 · Coffee & Tea
Seventh Generation diapers — since 2016 · Baby & Kids
SC Johnson 9 brands
Method — since 2017
· Cleaning & Laundrysource Ecover — since 2017
· Cleaning & Laundrysource Mrs. Meyer's · Cleaning & Laundry
Stasher — since 2019 · Cleaning & Laundry
Windex, Pledge, Scrubbing Bubbles, Shout · Cleaning & Laundry
Ziploc · Paper & Disposables
Sun Bum — since 2019 · Personal Care
Babyganics — since 2016 · Baby & Kids
Stasher, Ziploc · Home & Kitchen
Clorox 8 brands
Green Works · Cleaning & Laundry
Brita · Cleaning & Laundry
Pine-Sol · Cleaning & Laundry
Glad · Paper & Disposables
Burt's Bees — since 2007 · Personal Care
Burt's Bees Baby · Baby & Kids
Brita · Home & Kitchen
Glad · Home & Kitchen
General Mills 8 brands
Annie's — since 2014 · Pantry Staples
Cascadian Farm · Pantry Staples
Muir Glen · Pantry Staples
Larabar · Pantry Staples
Progresso · Pantry Staples
Cascadian Farm frozen · Meat, Seafood & Frozen
Blue Buffalo — since 2018 · Pet
Tiki Pets (Whitebridge) — since 2025
· Petsource Procter & Gamble 6 brands
Tide, Gain, Dawn, Cascade, Swiffer, Febreze, Bounce, Downy · Cleaning & Laundry
Bounty, Charmin, Puffs · Paper & Disposables
Native — since 2017 · Personal Care
Bevel — since 2018 · Personal Care
Olay, Gillette, Crest, Secret, Old Spice · Personal Care
Pampers, Luvs · Baby & Kids
Mars 6 brands
RXBAR, Pringles, Cheez-It, Eggo, Pop-Tarts, MorningStar — since 2025
· Pantry Staplessource Kind — since 2020 · Pantry Staples
Uncle Ben's / Ben's Original, Seeds of Change · Pantry Staples
MorningStar Farms — since 2025 · Meat, Seafood & Frozen
Orijen, Acana (Champion) — since 2023 · Pet
Iams, Eukanuba, Royal Canin, Pedigree, Whiskas, Nutro, Greenies · Pet
Mondelez 6 brands
Clif Bar — since 2022 · Pantry Staples
Perfect Bar — since 2019 · Pantry Staples
Hu — since 2021 · Pantry Staples
Tate's — since 2018 · Pantry Staples
Enjoy Life — since 2015 · Pantry Staples
Green & Black's · Pantry Staples
Colgate-Palmolive 5 brands
Palmolive, Ajax, Fabuloso · Cleaning & Laundry
Tom's of Maine — since 2006 · Personal Care
Hello — since 2020 · Personal Care
Softsoap, Irish Spring · Personal Care
Hill's · Pet
Campbell 5 brands
Pacific Foods — since 2017 · Pantry Staples
Rao's — since 2023 · Pantry Staples
Late July, Kettle Brand, Cape Cod, Snyder's — since 2018 · Pantry Staples
Prego, Swanson, Pepperidge Farm · Pantry Staples
Pacific plant milks — since 2017 · Dairy, Eggs & Alternatives
Kraft Heinz 5 brands
Primal Kitchen — since 2018 · Pantry Staples
Classico, Grey Poupon · Pantry Staples
Maxwell House · Coffee & Tea
Ore-Ida · Meat, Seafood & Frozen
Oscar Mayer · Meat, Seafood & Frozen
Nestlé 5 brands
Blue Bottle — since 2017 · Coffee & Tea
Seattle's Best, Chameleon · Coffee & Tea
Sweet Earth — since 2017 · Meat, Seafood & Frozen
Gerber · Baby & Kids
Purina, Merrick, Castor & Pollux · Pet
Hain Celestial 4 brands
Avalon Organics, Alba Botanica, Jason · Personal Care
Imagine, Earth's Best, Celestial Seasonings, Garden of Eatin', Terra, Arrowhead Mills, Spectrum, MaraNatha, Westbrae · Pantry Staples
Celestial Seasonings · Coffee & Tea
Earth's Best, Ella's Kitchen · Baby & Kids
Hormel 4 brands
Justin's — since 2016 · Pantry Staples
Skippy · Pantry Staples
Applegate — since 2015 · Pantry Staples
Applegate — since 2015 · Meat, Seafood & Frozen
Conagra 4 brands
Boom Chicka Pop — since 2017 · Pantry Staples
Gardein, Alexia, Hunt's, Ro-Tel · Pantry Staples
Gardein · Meat, Seafood & Frozen
Alexia · Meat, Seafood & Frozen
Kimberly-Clark 3 brands
Cottonelle, Kleenex, Scott, Viva · Paper & Disposables
Thinx — since 2022 · Personal Care
Huggies, Pull-Ups · Baby & Kids
Flowers Foods 3 brands
Dave's Killer Bread — since 2015 · Pantry Staples
Simple Mills — since 2025 · Pantry Staples
Nature's Own, Wonder, Canyon Bakehouse · Pantry Staples
J.M. Smucker 3 brands
Jif, Adams, Laura Scudder's, Santa Cruz Organic, Smucker's · Pantry Staples
Folgers, Dunkin' (retail), Café Bustelo · Coffee & Tea
Rachael Ray Nutrish · Pet
Lactalis 3 brands
Stonyfield, Brown Cow — since 2017 · Dairy, Eggs & Alternatives
Siggi's — since 2018 · Dairy, Eggs & Alternatives
Yoplait, Liberté — since 2025
· Dairy, Eggs & Alternativessource Henkel 2 brands
Persil, Purex, All, Snuggle · Cleaning & Laundry
Dial · Personal Care
Reckitt 2 brands
Lysol, Finish · Cleaning & Laundry
Enfamil · Baby & Kids
Edgewell 2 brands
Billie — since 2021 · Personal Care
Banana Boat, Hawaiian Tropic, Schick · Personal Care
L'Oréal 2 brands
Youth to the People — since 2021 · Personal Care
CeraVe, La Roche-Posay · Personal Care
Kenvue 2 brands
Aveeno, Neutrogena, Lubriderm, OGX, Band-Aid, Listerine · Personal Care
Aveeno Baby, Johnson's · Baby & Kids
Galderma 2 brands
Cetaphil · Personal Care
Cetaphil Baby · Baby & Kids
Bansk Group 2 brands
Ethique — since 2020
· Personal Caresource Nulo — since 2021 · Pet
Ferrero 2 brands
Kashi, Bear Naked — since 2025
· Pantry Staplessource Purely Elizabeth — since 2026
· Pantry Staplessource Hershey 2 brands
Dagoba · Pantry Staples
SkinnyPop — since 2017 · Pantry Staples
PepsiCo 2 brands
Siete — since 2025 · Pantry Staples
Bare, Off the Eaten Path, Quaker, Near East · Pantry Staples
Danone 2 brands
Silk, So Delicious · Dairy, Eggs & Alternatives
Happy Family · Baby & Kids
Perdue 2 brands
Niman Ranch — since 2015 · Meat, Seafood & Frozen
Coleman Natural — since 2011 · Meat, Seafood & Frozen
L Catterton 2 brands
Hanna Andersson — since 2016 · Clothing & Footwear
Boll & Branch — since 2019
· Home & Kitchensource Public 2 brands
Makita · Tools & Garden
Snap-on · Tools & Garden
Church & Dwight 1 brand
Arm & Hammer, OxiClean · Cleaning & Laundry
Sunshine Makers 1 brand
Simple Green · Cleaning & Laundry
Branded Group 1 brand
Puracy — since 2021
· Cleaning & Laundrysource The Craftory 1 brand
Dropps — since 2020
· Cleaning & Laundrysource Georgia-Pacific 1 brand
Angel Soft, Quilted Northern, Brawny, Dixie, Vanity Fair · Paper & Disposables
Reynolds Consumer Products 1 brand
Hefty, Reynolds Wrap · Paper & Disposables
Dart Container 1 brand
Solo, Dart · Paper & Disposables
Soundview Paper 1 brand
Marcal · Paper & Disposables
Nexus Capital, private equity 1 brand
Dollar Shave Club — since 2023 · Personal Care
Compass Diversified 1 brand
The Honey Pot — since 2024 · Personal Care
Shiseido 1 brand
Drunk Elephant — since 2019 · Personal Care
Beiersdorf 1 brand
Eucerin, Nivea, Coppertone · Personal Care
Blackstone 1 brand
Supergoop — since 2021 · Personal Care
Suave Brands 1 brand
ChapStick — since 2024 · Personal Care
TowerBrook Capital 1 brand
Rael — since 2025
· Personal Caresource Essor 1 brand
Boka — since 2022
· Personal Caresource General Atlantic 1 brand
Osea — since 2025
· Personal Caresource Brentwood Associates 1 brand
Pacifica — since 2022
· Personal Caresource Private equity + celebrity investors 1 brand
Bragg — since 2019 · Pantry Staples
Utz 1 brand
Boulder Canyon — since 2020 · Pantry Staples
Kameda Seika 1 brand
Mary's Gone Crackers — since 2012 · Pantry Staples
Post Holdings 1 brand
Barbara's, Erewhon, Uncle Sam, Grape-Nuts · Pantry Staples
B&G Foods 1 brand
Rumford, Clabber Girl — since 2019 · Pantry Staples
AB Mauri 1 brand
Fleischmann's yeast · Pantry Staples
Whole Earth Brands 1 brand
Wholesome sweeteners · Pantry Staples
Salov 1 brand
Filippo Berio · Pantry Staples
Deoleo 1 brand
Bertolli olive oil · Pantry Staples
Private equity 1 brand
Napa Valley Naturals, Stonewall Kitchen · Pantry Staples
Sauer Brands 1 brand
Duke's · Pantry Staples
McCormick 1 brand
Frank's RedHot, French's, Cholula, Old Bay, Lawry's, Zatarain's · Pantry Staples
Bimbo 1 brand
Sara Lee, Oroweat, Arnold, Thomas', Entenmann's · Pantry Staples
Riviana 1 brand
Mahatma, Rice Select · Pantry Staples
K+S 1 brand
Morton · Pantry Staples
Cargill 1 brand
Diamond Crystal · Pantry Staples
NextWorld Evergreen 1 brand
Alter Eco — since 2017
· Pantry Staplessource Lion Capital & Hummingbird 1 brand
Nutiva — since 2024
· Pantry Staplessource JDE Peet's 1 brand
Peet's, Stumptown, Intelligentsia · Coffee & Tea
JAB Holding 1 brand
Caribou, Einstein · Coffee & Tea
Keurig Dr Pepper 1 brand
Keurig, Green Mountain · Coffee & Tea
Molson Coors 1 brand
Death Wish — since 2022 · Coffee & Tea
Chobani 1 brand
La Colombe — since 2023 · Coffee & Tea
Whole Foods / Amazon 1 brand
Allegro · Coffee & Tea
Lipton Teas & Infusions 1 brand
Tazo, Lipton — since 2022 · Coffee & Tea
Starbucks 1 brand
Teavana · Coffee & Tea
Associated British Foods 1 brand
Twinings · Coffee & Tea
Yamamotoyama 1 brand
Stash — since 1993 · Coffee & Tea
Breville 1 brand
Baratza grinders — since 2020 · Coffee & Tea
Tiny 1 brand
AeroPress — since 2021 · Coffee & Tea
Platinum Equity 1 brand
Horizon Organic, Wallaby — since 2024
· Dairy, Eggs & Alternativessource Horizon Family Brands 1 brand
Maple Hill Creamery — since 2025
· Dairy, Eggs & Alternativessource Land O'Lakes 1 brand
Vermont Creamery — since 2017 · Dairy, Eggs & Alternatives
Emmi 1 brand
Cypress Grove — since 2010 · Dairy, Eggs & Alternatives
Bel Group 1 brand
Laughing Cow, Babybel, Boursin · Dairy, Eggs & Alternatives
Noble Foods 1 brand
Happy Egg · Dairy, Eggs & Alternatives
Butterfly Equity 1 brand
Pete & Gerry's, Nellie's Free Range — since 2021
· Dairy, Eggs & Alternativessource HP Hood 1 brand
Planet Oat · Dairy, Eggs & Alternatives
Largest investor is General Mills 1 brand
Kite Hill — since 2016
· Dairy, Eggs & Alternativessource Maple Leaf Foods 1 brand
Field Roast, Lightlife · Meat, Seafood & Frozen
Pulmuone 1 brand
Nasoya, Wildwood · Meat, Seafood & Frozen
UNFI 1 brand
Woodstock · Meat, Seafood & Frozen
Tyson 1 brand
Hillshire, Jimmy Dean, Ball Park · Meat, Seafood & Frozen
Johnsonville 1 brand
Vermont Smoke & Cure — since 2020
· Meat, Seafood & Frozensource Bolton Group 1 brand
Wild Planet — since 2021
· Meat, Seafood & Frozensource Hildred Capital 1 brand
Hello Bello — since 2023 · Baby & Kids
Sun-Maid 1 brand
Plum Organics — since 2021 · Baby & Kids
North Castle Partners 1 brand
Sprout · Baby & Kids
Hero Group 1 brand
Beech-Nut · Baby & Kids
Ausnutria 1 brand
Kabrita · Baby & Kids
Abbott 1 brand
Similac · Baby & Kids
3i Group 1 brand
WaterWipes — since 2024
· Baby & Kidssource Clearlake Capital 1 brand
Wellness, Old Mother Hubbard · Pet
Nexus Capital 1 brand
Natural Balance — since 2021 · Pet
Kinderhook 1 brand
Primal Pet Foods — since 2018 · Pet
Better Choice Company 1 brand
Halo · Pet
VF Corp 1 brand
Timberland, North Face, Vans, Icebreaker, Smartwool, Dickies · Clothing & Footwear
Columbia Sportswear 1 brand
prAna, Sorel · Clothing & Footwear
Nike 1 brand
Converse · Clothing & Footwear
Authentic Brands Group 1 brand
Champion, Sperry — since 2024 · Clothing & Footwear
HanesBrands 1 brand
Hanes · Clothing & Footwear
Berkshire Hathaway 1 brand
Fruit of the Loom, Brooks · Clothing & Footwear
ABC-Mart 1 brand
Danner — since 2012 · Clothing & Footwear
Caleres 1 brand
Allen Edmonds — since 2016 · Clothing & Footwear
Wolverine 1 brand
Merrell, Chaco, Saucony, Sperry (until 2024) · Clothing & Footwear
Deckers 1 brand
Teva, Hoka, UGG · Clothing & Footwear
Public, L Catterton majority 1 brand
Birkenstock · Clothing & Footwear
Kontoor Brands 1 brand
Wrangler, Lee · Clothing & Footwear
Groupe SEB 1 brand
All-Clad · Home & Kitchen
Newell Brands 1 brand
Calphalon, Ball jars, Rubbermaid, Sharpie · Home & Kitchen
Whirlpool 1 brand
KitchenAid · Home & Kitchen
Centre Lane Partners 1 brand
Pyrex, Corelle, Instant Pot — since 2023 · Home & Kitchen
Helen of Troy 1 brand
OXO, Hydro Flask · Home & Kitchen
SharkNinja 1 brand
Ninja, Shark · Home & Kitchen
Thermo Fisher 1 brand
Nalgene · Home & Kitchen
Qurate 1 brand
Garnet Hill · Home & Kitchen
Zwilling 1 brand
Staub · Home & Kitchen
Yoshikin 1 brand
Global knives · Home & Kitchen
HAVI Group 1 brand
Stanley (PMI) — since 2021
· Home & Kitchensource Stanley Black & Decker 1 brand
Craftsman, DeWalt, Black+Decker, Stanley, Irwin, Lenox · Tools & Garden
Techtronic 1 brand
Milwaukee, Ryobi, Hart · Tools & Garden
Scotts Miracle-Gro 1 brand
Miracle-Gro, Ortho, Roundup (US) · Tools & Garden
Fiskars 1 brand
Fiskars, Gerber · Tools & Garden
George Ball 1 brand
Burpee · Tools & Garden
On the fence
Independent, or close to it, but something in the record gave me pause. I’d rather show you the reason than quietly leave them off.
Cleaning & Laundry
Grove Co. / Grove Collaborative
On the fencePublic company, single-focus household, B Corp. Passes Gate 1 on the rule — your call.
Cleaning & Laundry
Its $5M seed round was led by Henkel — the German giant behind Persil, All, Dial, and Loctite. Henkel's stake size isn't public. Your call.
Cleaning & Laundry
Something Good Ventures (venture capital) took a minority stake in 2025; founders still run it.
Cleaning & Laundry
Vanterra Capital (venture capital) took a minority stake in 2018; founders still run it.
Paper & Disposables
Renewal Funds (venture capital) took a minority stake in 2021; founders still run it.
Paper & Disposables
Greycroft (venture capital) took a minority stake in 2020; founders still run it.
Personal Care
Now part of Mammoth Brands — Harry's, Flamingo, Lume, Mando, Coterie. VC-backed, weighing IPO. More than one aisle by the rule. Your call.
Personal Care
Lume, Mando, Flamingo
On the fenceMammoth Brands — see Harry's.
Personal Care
Independent, VC-backed, single focus. Passes on the rule; not yet checked.
Personal Care
Independent, but sells across every aisle. Doesn't fit the rule cleanly.
Personal Care
Fenwick Brands (private equity) took a minority stake in 2019; founders still run it.
Pantry Staples
Family-owned, single focus — but Gate 3 flag from 2013 CEO comments. Your call.
Pantry Staples
Independent — Gate 3 flag (contraception coverage lawsuit). Your call.
Pantry Staples
Family-owned — Gate 3 flags on CEO conduct. Your call.
Pantry Staples
Founder-owned — but bought La Colombe in 2023, now two aisles. Borderline on the rule.
Pantry Staples
Public, mostly one aisle. Passes Gate 1 on the rule. Not yet checked further.
Pantry Staples
Red Star yeast (Lesaffre)
On the fenceFamily-owned (France) but very large and multi-line. Borderline.
Pantry Staples
Domino, C&H (ASR Group)
On the fenceOwned by Florida Crystals + growers co-op. Sugar labor record needs checking.
Pantry Staples
Tony's Chocolonely
On the fenceMajority-owned (64% of voting rights) by Verlinvest, the investment company of the family behind AB InBev, since 2023. Has a legal "Mission Lock" with independent guardians. Not a buyout, but not independent either. Your call.
Pantry Staples
California Olive Ranch
On the fenceOwned by private equity for over a decade (AgIS Capital from 2014, then Solum Partners), then sold in early 2026 for $173.5M to Cobram Estate Olives, an Australian public company. Cobram only makes olive oil, so it passes the one-aisle rule on paper. It's a subsidiary now, not independent. Your call.
Pantry Staples
Kettle & Fire
On the fenceFounded by the Mares brothers; in 2025 Colter Ventures led a $43M secondary buyout described as a minority stake, and Colter's founder became CEO in 2026. Founders "remain involved." Control unclear. Your call.
Pantry Staples
SKKY Partners, a private equity firm, took a significant minority stake in November 2023 (reported around $80M). Founders still run it; the cap table no longer looks independent.
Dairy, Eggs & Alternatives
Founder-owned; bought La Colombe 2023. Borderline on the one-aisle rule.
Dairy, Eggs & Alternatives
Public, single focus. Passes Gate 1 on the rule. Not checked further.
Dairy, Eggs & Alternatives
Farmer co-op — but huge and multi-line (animal feed, agronomy). Borderline.
Dairy, Eggs & Alternatives
Eggland's Best
On the fenceOwned by egg producers under a license model. Structure unclear.
Dairy, Eggs & Alternatives
Family-owned — but 2024 listeria outbreak, deaths, plant closed. Gate 3: off unless the record clears.
Dairy, Eggs & Alternatives
Califia Farms
On the fenceMajority-owned by Sun Pacific, a large private fruit company (Cuties mandarins); minority stakes held by the Qatar Investment Authority, Temasek, and PE firm Stripes. Founder died in 2021. Not independent by this site's definition. Your call.
Dairy, Eggs & Alternatives
Founder ousted in 2022; company went insolvent in late 2025 and was bought out of liquidation by Prosperity Organic Foods (the Melt Organic company). Small private owner, same aisle — but not the company it was. Your call.
Dairy, Eggs & Alternatives
Founders no longer run it; $291M raised from venture investors including Google Ventures and Rich Products' venture arm; CEO is ex-General Mills. Public benefit corp and B Corp. Independent, but investor-controlled. Your call.
Dairy, Eggs & Alternatives
Forager Project
On the fenceFamily-owned and founder-run, but Danone's venture arm has held a minority stake since 2019. The board member who brought Danone in was Stonyfield's founder — whose company Danone first invested in, then bought. Your call.
Meat, Seafood & Frozen
Amy's Kitchen
On the fenceFamily-owned, independent — but NLRB charges (settled 2022), eight serious Cal/OSHA violations, and a 2022–2024 boycott ended by agreement. Repeated labor violations = off under the Standard. Your call.
Meat, Seafood & Frozen
Public, single focus. Passes Gate 1 on the rule. Not checked further.
Meat, Seafood & Frozen
Impossible Foods
On the fencePrivately held, VC-backed, single focus. Not checked further.
Baby & Kids
Now part of Mammoth Brands (with Harry's). Multi-aisle by the rule.
Baby & Kids
The Honest Company
On the fencePublic, baby and beauty. Two aisles. Borderline.
Baby & Kids
Failed on record. November 2025 nationwide recall after an infant botulism outbreak hospitalized 15+ babies in 12 states; C. botulinum confirmed in unopened cans by genome sequencing. Also a 2022 Cronobacter recall and a 2023 FDA warning letter. Production paused. Off unless the record clears.
Pet
Stella & Chewy's
On the fenceOwnership unclear from public records. Parked until checked.
Pet
The Honest Kitchen
On the fenceFounder Lucy Postins was majority owner in the mid-2010s; since then $150M from Monarch Alternative Capital plus stakes from two PE/growth firms. PitchBook lists it PE-backed; CEO isn't the founder. Control unclear. Your call.
Clothing & Footwear
Public, single-focus apparel. Passes Gate 1 on the rule. Your call.
Clothing & Footwear
Public benefit corporation, single focus. Passes on the rule; financially shaky.
Clothing & Footwear
Duluth Trading
On the fencePublic, single focus. Passes on the rule. Not checked further.
Clothing & Footwear
Privately held, VC-backed. Transparency record is mixed. Your call.
Clothing & Footwear
Acquired in 2011 by Revelry Brands, a holding company run by a serial build-and-sell operator; private-equity growth stake (Sunrise Strategic Partners) in 2016. PitchBook lists it as PE-backed. GOTS and Fair Trade certified. Your call.
Home & Kitchen
Public, single focus. Passes Gate 1 on the rule. Not checked further.
Home & Kitchen
Cuisinart, Waring (Conair)
On the fenceFamily-owned but multi-line (appliances, personal care). Borderline.
Home & Kitchen
Family-owned (Werhahn), multi-brand kitchen. Borderline.
Home & Kitchen
Brooklinen, Buffy
On the fencePrivately held, VC-backed. Not checked further.
Home & Kitchen
Klean Kanteen
On the fenceAcquired in 2024 by Think Better Group, a UK holding company that rolls up "sustainable" consumer brands; family co-owners kept stakes and it's still a B Corp, but it's no longer family-owned. Your call.
Home & Kitchen
Sold in 2021 to an undisclosed Vermont private investor; founder left; new CEO spent 16 years at P&G. Still B Corp, still made in Vermont. Not a giant — but nobody will say who owns it. Your call.
Home & Kitchen
A private-equity database lists H.I.G. Capital, a large buyout firm, as its PE owner, on top of earlier venture rounds. Has closed its physical stores. Confirm — likely off.
Forty-two I had to take off the list
I put these on the good list first and removed them after checking. That’s about one in three of the entries I’d assumed were independent — which is the argument for not trusting a label, including mine.
Purely Elizabeth — sold to Ferrero in August 2026 for $850M. Had already taken money from General Mills’ venture arm and two PE firms.
ByHeart — the worst record on the list: a November 2025 infant botulism outbreak, 15+ babies hospitalized, contamination confirmed in unopened cans. Production paused.
WaterWipes — a UK private equity firm bought a majority stake in December 2024 for €145M.
Maple Hill Creamery — bought in December 2025 by Horizon Organic, which is itself owned by Platinum Equity. PE two layers deep.
Boll & Branch — $100M from L Catterton’s buyout fund in 2019, logged as an LBO.
Rael — TowerBrook, a $30B PE firm that typically takes majority stakes, bought in; Unilever Ventures is also an investor.
Stanley — its owner PMI was acquired in 2021 by HAVI, a supply-chain conglomerate. Plus a 2024 recall of 2.6M mugs.
Vermont Smoke & Cure — bought by Johnsonville in 2020. I only found this while checking a different company.
Parachute — a PE database lists H.I.G. Capital, a large buyout firm, as owner. Closed its stores.
Bee’s Wrap — sold in 2021 to an investor who won’t be named. New CEO spent 16 years at P&G.
Forager Project — still family-run, but Danone’s venture arm holds a stake, brought in by Stonyfield’s founder — whose own company Danone invested in and then bought.
California Olive Ranch — owned by private equity for over a decade, then sold in 2026 to an Australian public company. I had it as “independent, California-grown.”
Pete & Gerry’s / Nellie’s — majority-owned by a private equity firm since 2021.
Ethique — founder sold 75% to a New York PE firm in 2020, fully exited 2024.
Alter Eco — acquired by a San Francisco PE firm in 2017, funded by the Carrefour family.
Wild Planet — bought in 2021 by an Italian conglomerate that also makes glue and cosmetics.
Puracy — acquired in 2021 by an Amazon-brand aggregator. The founder had said he planned to sell.
Kite Hill — largest investor is General Mills; a PE firm also holds a stake; founders don’t run it.
Califia Farms — majority-owned by a large fruit company, with sovereign wealth funds and PE as minority holders.
Tony’s Chocolonely — 64% of voting rights held by the AB InBev family’s investment company. Has a real mission lock. Still not independent.
Klean Kanteen — bought in 2024 by a UK holding company that rolls up sustainable brands.
Miyoko’s — founder ousted 2022, insolvent 2025, bought out of liquidation.
Kettle & Fire — $43M “secondary buyout” in 2025; the investor’s founder is now CEO.
The Honest Kitchen — $150M from an alternative-capital firm on top of two PE stakes; PitchBook lists it PE-backed.
Ripple — $291M raised, founders gone, CEO is ex-General Mills.
Truman’s — seed round led by Henkel, the giant behind Persil and Dial.
Pact — holding-company owned since 2011, PE stake since 2016.
Harry’s — now Mammoth Brands: shaving, deodorant and diapers.
Amy’s Kitchen — the one that failed on record: NLRB charges, eight serious Cal/OSHA violations, a two-year boycott.
Nutiva — owned by two private equity firms from 2016, then sold in August 2024 to a buyer the announcement wouldn’t name. I had it as independent.
Truff — a private equity firm took a significant minority stake in 2023, reported at around $80M. Founders still run it. On the fence, not the list.
Boka — bought by Heyday in 2022, then rolled into Essor, a roll-up with brands in five aisles and a cap table of PE and VC firms. Still markets itself as a challenger brand.
Osea — General Atlantic took a growth stake in September 2025 with two board seats; the founders stepped back from the CEO role seven weeks later.
Pacifica — Brentwood Associates, a private equity firm, took a stake in January 2022 and installed a new CEO.
Dropps — The Craftory, a $375M investment house, holds a stake and its co-founder chairs the board; the founder left the CEO seat in June 2026.
Ursa Major — Fenwick Brands, a private equity fund, has led its financing since 2019. Founders still run it. On the fence. A January 2026 local profile called it independently owned and never mentioned Fenwick.
Cleancult — $25M Series B in 2021 from Vanterra Capital and six other firms, two of which took board seats. On the fence.
Cloud Paper — Greycroft, Bezos Expeditions and TIME Ventures. On the fence — and possibly winding down; it has vanished from Greycroft’s portfolio page.
Caboo — Renewal Funds took a minority stake in 2021. On the fence.
Earth Breeze — a venture firm took a minority stake in April 2025. No press release exists; two databases agree. On the fence until a primary source turns up.
Plus two I’ve kept but flagged hard: Bobbie (a PE firm holds a stake after a 2023 acquisition) and Reel (one investor has said openly they hope a giant buys it).