Noon Breakfast Beverage Storms US Market with Nationwide Target Launch

Noon, the breakfast beverage company, has recently broadened its horizons with a comprehensive launch across the United States. The nationwide debut, which features both physical store availability at Target and online accessibility through Target.com, represents the brand’s most significant retail expansion thus far.

The US launch follows the successful completion of a $2.5 million seed funding round. This financial backing was provided by BFG Partners, RiverPark, and Habitat Partners. According to the company, these funds will bolster Noon’s ongoing expansion across the American market.

Initially established in New Zealand by Cade Fleming and Tamir Triguboff, Noon introduces a shelf-stable breakfast drink that boasts 20g of protein, 5g of fibre, and zero added sugars. The product range includes delectable flavors such as Creamy Vanilla, Milk Chocolate, and Honey Banana.

Noon’s mission is to address the growing consumer need for convenient, high-protein breakfast alternatives. Cade Fleming, co-founder and CEO, identified evolving eating practices, the surge in clean-label products, and the increased usage of GLP-1 medication as primary catalysts for the expansion in this sector.

Fleming said, “We’ve designed Noon to fill this void by rethinking breakfast from its core. Every ingredient, every nutritional calculation, and every design decision was taken with one objective in mind: to develop a breakfast option that’s clean, wholesome, and effortless.”

Earlier this year, Noon marked its entry into the Australian market, with its products becoming available across Woolworths Group stores.