● MMXXIII / New York, NY / Consumer brands holding co. / Permanent capital

Capital is a commodity.⁰¹

About

Consumer brands die from operational failure, not from being underfunded. Btfly is the parent that operates — an operator-led holding company that owns durable consumer brands across food, beverage, and entertainment IP, permanently.

Portfolio Get in touch

Portfolio

The parent that operates.

Most CPG brands don't die from lack of capital. They die from the first co-packer crisis, the first retail PO they can't fund, the first time a founder confuses a fund for a partner. We exist for those moments — and we hold the brand long after they pass.

— PRINCIPLE I

Permanent,
not patient.

We don't make money from management fees or exits. We make money from owning brands that compound forever. That changes every operating decision we make — what we buy, how we run it, when we say no.

— PRINCIPLE II

Operators,
not allocators.

We've lived every co-packer crisis, retail PO scramble, and DTC unit-economics fix. Every brand gets real operating infrastructure — not advice from a board seat, not platform support from a partner.

— PRINCIPLE III

Few,
not many.

A portfolio of 5–10 brands we know deeply will out-operate a fund of 30 we glance at quarterly. We pass on more than we take. The discipline is the moat.

② Portfolio

Owned, operated, built in-house.

Six brands across food, beverage, and entertainment IP. Some on shelves nationally. Some still being formulated. All under one roof.

Live · Flagship 01 / 06

Zen Protein Waffles

Food· DTC + Retail· Est. 2023

Clean-label, high-protein waffles. Shopify DTC plus national retail expansion in progress. The brand that built the parent.

Live 02 / 06

Cosmic Cow

Beverage· Functional milk tea

Calm-focus milk tea built for the next generation of mindful drinkers.

Live 03 / 06

Good Chips

Snacks· Better-for-you

Chip line developed alongside our existing food infrastructure.

Live 04 / 06

Samurai Saga

Entertainment IP· Roadmap into CPG

Character-driven IP with collectibles and licensed product extensions.

In Development 05 / 06

Belgian Protein

Food· European mfg.· M&A

Premium European protein platform anchored by Belgian manufacturing — supplying the portfolio and powering category expansion.

Reserved 06 / 06

Brand Six

Acquisition target· NDA required

In active diligence. Details available on request.

③ Approach

Four ways a brand enters the parent.

We don't run a process. We run a portfolio. Each brand enters through whichever path keeps the cap table clean, the founder whole, and the operator most aligned.

— I

Built in-house

Formulated, branded, and launched by the parent. Wholly-owned from day one. Most of our food portfolio is built this way.

— II

Acquired outright

Established brands we buy and integrate. Funded from parent capital. The brand stays the brand — only the ownership changes.

— III

Majority partnership

Controlling stake with founder retaining meaningful equity. We bring the infrastructure, they keep the upside aligned. Best fit when the founder is the brand.

— IV

Brand-build with an operator

Co-create a brand from scratch with a founder we believe in. Parent provides capital and infrastructure. Founder provides vision and execution.

btfly.

④ Principle

Capital is a commodity. Operating is not. We don't write checks and advise — we own brands and run them.

Founding Principle · Est. MMXXIII

Build with the parent.

For CPG founders who want a parent, not a fund. For accredited investors who want to own brands, not buy LP interests. For operators who think in decades, not quarters.

hello@btfly.com

— Founders

partners@btfly.com

— Investors

lp@btfly.com

— General