- Health and wellness veteran Chris Hickey has been named the new CEO of D’s Naturals, according to Project Nosh. Hickey began his career at General Mills before moving onto Molson Coors
- Company founder Daniel “D” Katz said the move was made following an investment from 2X Consumer Partners and 301 Inc., General Mills’ incubation arm. “A big part of [the investment] was to help with the things I couldn’t do entirely on my own,” Katz wrote to employees in an email, cited by Project Nosh. “Bringing on someone as talented as Chris is just the first of many accomplishments we’ll have together.”
- D's also is changing its name from “D’s” to “No Cow,” the brand name for its line of high-protein, low-sugar, plant-based bars.
As an executive in the food and beverage industry who once worked for General Mills, Hickey should help the company’s young owner and founder Daniel “D” Katz better navigate the industry.
General Mills recently utilized its 301 Inc. incubation unit to invest in the company. Hickey not only knows General Mills, but he worked with 301’s managing director at one time— his experience and knowledge of the companies involved should make the transition to the CEO position relatively seamless. In his first act as CEO, Hickey said he would ramp up hiring and triple the company’s headcount to nine.
D’s was doing well as a start-up but it needed a push to grow and someone who had a better feel for the food landscape, the challenges it is facing and finding ways to make the company's products standout from other bars being sold. Changing the name is an interesting step, as it will help consumers better associate the company with its main products, the popular line of high-protein, low-sugar plant-based bars.
Hickey comes to the company from a stint as CEO of protein drink brand Isopure, where he spearheaded the brand’s growth and sale to nutrition company Glanbia. It wouldn’t be a surprise if No Cow becomes more of an attractive acquisition target for companies—especially General Mills.