Today, a growing number of consumers are turning back to whole foods—and Actual Veggies is leading the charge. 

The brand, known for its vibrantly colored veggie-forward burgers, has just closed a $7 million Series A funding round led by Relentless Consumer Partners and New Fare. The investment comes at a time of major momentum, with new product launches, expanded retail distribution, and a significant push into foodservice. 

A Winning Formula: Whole Ingredients, Vibrant Colors, and Real Flavor 

Actual Veggies’ Co-Founder Hailey Swartz expressed her excitement on LinkedIn, emphasizing the brand’s commitment to transparency and delicious, vegetable-first innovation: 

“So proud and excited to announce that Actual Veggies closed our Series A earlier this year! Led by Relentless Consumer Partners and New Fare and Todd Lachman, we will continue to build on our vision of celebrating veggies, providing transparency in ingredients, and most importantly making delicious foods.” 

Swartz also announced a series of major retail and product expansions, including: 

• Coming to Costco (Southeast region) 

• New veggie burgers at Sprouts Farmers Market and Whole Foods Market 

• Purple Sweet Potato Super Fries 

• A major expansion into foodservice 

These moves align with the broader industry trend toward plant-based products that lean into vegetables rather than trying to disguise them. Unlike traditional veggie burgers that rely on binders and fillers, Actual Veggies highlights the natural beauty of whole ingredients—from the deep purple of their beet-based burger to the golden orange of their sweet potato patty. 

Investors are paying attention to the consumer shift toward real food. Elly Truesdell, Founder & Managing Partner at New Fare, shared why her firm backed Actual Veggies: 

“We were believers from the first time we tried the product in late 2021… It hit so many notes! Better than anything in the category, convenient & easy to prepare, limited ingredient deck, oil-free, gluten-free, non-GMO, sturdy, functional—just delicious.” 

She also pointed out a key insight: Actual Veggies is thriving not just in natural retailers but in conventional grocery stores as well. This underscores an important trend—consumers across all dietary preferences are embracing plant-based products that are minimally processed and made with recognizable ingredients. 

Awards and Industry Recognition 

The brand’s momentum is also being validated by industry awards. Actual Veggies was a finalist for two Nexty Awards, as Swartz excitedly shared: 

“Thrilled to see the recognition of our Mushroom Mozzarella veggie burger—a mushroom quinoa veggie burger made with real dairy cheese; and our Purple Sweet Potato Super Fries. The first purple sweet potato fry… made with added veggies, higher protein, and avocado oil!” 

The recognition reflects a growing appreciation for plant-based products that celebrate whole vegetables rather than masking them.  

What This Means for Retailers & Foodservice Operators 

For retail buyers, Actual Veggies represents a strong addition to frozen aisles, where the demand for clean-label, whole-food options is growing. The fact that the brand is expanding into Costco, Whole Foods, and Sprouts demonstrates its broad appeal. 

For foodservice operators, this is an opportunity to offer a premium plant-based option that doesn’t try to mimic meat. With expanded foodservice distribution, more restaurants, cafes, and quick-service establishments can feature plant-forward burgers that showcase real ingredients—a key differentiator in an increasingly competitive market. 

The success of Actual Veggies proves that the next wave of plant-based food innovation isn’t just about replacing meat—it’s about redefining what plant-based eating looks like. As the market matures, more brands are likely to follow suit, highlighting vegetables for what they are: colorful, nutritious, and delicious.