Television presenter and Love Island host Maya Jama has recently made a significant investment in Sproud, the Swedish plant milk company. The brand is already supported by an investor from the Epic Games group, known for the massively popular game Fortnite.
In her new role, Jama will act as a strategic adviser and become the face of the brand following this deal, although the specifics about its value and extent have not been disclosed", as reported by .
Investment firm VGC Partners is among the backers of Sproud, a company with other high-profile partners such as former England cricket star Andrew Flintoff's CBD venture Naturecan.
VGC Partners is no stranger to big-name affiliations; it has funded Metropolis Studios in London, a recording hub for iconic artists such as The Rolling Stones, Adele, Queen, Rihanna, and Ed Sheeran.
Regarding her involvement with Sproud, Maya Jama commented: "I'm really excited to become a co-owner of Sproud.
She praised the brand's taste, packaging, and what it represents in terms of health and sustainability, also highlighting a personal connection, stating: "The Swedish connection also really appealed to me. My mum is half-Swedish and I have very happy childhood memories of summers in Sweden with my grandparents."
With its dual base of operations split between Malmo, Sweden, and London, Sproud employs a 15-person team.
Sproud's investment circle also consists of Findeln Holding, a family-owned investment firm based in Malmo. Nicklas Jungberg, a co-founder of Sproud, is the majority shareholder of Findeln Holding.
Furthermore, the Swedish investment group Dream Beverage is a supporter of the plant milk brand.
Sara Berger, CEO of Sproud, expressed her delight at the new partnership: "We're delighted to welcome Maya as a co-owner, brand ambassador and advisor."
She further outlined the company's goals: "Our aim is to significantly increase Sproud's brand awareness in the º£½ÇÊÓƵ and beyond, and Maya will help us further normalise plant-based choices for everyone whether in the supermarket aisle or at the coffee shop counter."
