# JamJar Investments

JamJar Investments is a Venture Capital based in London, United Kingdom.

## Overview

- **Organization type:** Venture Capital
- **Headquarters:** London, United Kingdom
- **Region:** Europe
- **Address:** London, United Kingdom
- **Founded:** 2016
- **Assets under management:** Undisclosed
- **Website:** jamjarinvestments.com
- **LinkedIn:** https://linkedin.com/company/jamjar-investments

## Regulatory record

- **Reports private funds:** No

## About

JamJar is an early stage European consumer VC set up and run by the founders of innocent. The firm finds and invests early in consumer brands across the UK and Europe and helps them build. It looks for complementary teams, products consumers love with strong early metrics, and businesses capable of a 250m+ exit.

## Sectors

- Consumer Goods
- Food & Beverage
- Digital Health
- Enterprise Software

## People

- Richard Reed — Co-founder
- Jon Wright — Co-founder
- Adam Balon — Co-founder

## Questions

### Who runs investment decisions at JamJar?

Investment decisions sit with the three co-founders: Richard Reed, Jon Wright, and Adam Balon. They built Innocent Drinks together over 15 years before selling to Coca-Cola, and that shared operating history is the underwriting engine. No outside investment committee or external LP advisory board influences allocation calls.

### Where does JamJar's capital come from?

JamJar invests the personal capital of its three founders, generated from the staged sale of Innocent Drinks to The Coca-Cola Company. The firm does not publicly disclose raising third-party committed funds, which distinguishes it from traditional institutional venture firms that must answer to limited partners.

### How does JamJar source deals differently from other European VCs?

The founders' Innocent Drinks pedigree gives them unmatched brand- and retail-channel access in the UK and Northern European consumer ecosystem. Because they are investing their own capital, founders often cite their operator experience — not just their cheque — as the reason they accepted JamJar's term sheet.

### Does JamJar invest outside the UK?

JamJar's portfolio is concentrated in the UK with selective investments across Northern Europe. The firm has not publicly disclosed positions in North America or Asia, and its investment thesis is deeply tied to consumer markets where the founders' retail and distribution relationships are strongest.

## Related profiles

- [JAM Fund](https://altss.com/profile/jam-fund)
- [Jamwant Ventures](https://altss.com/profile/jamwant-ventures)

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Last updated: 2026-08-11T15:07:12.582Z

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