Noon has expanded into the US market with a nationwide launch at Target stores and online at Target.com, marking the breakfast beverage brand’s largest retail rollout to date.
The launch follows the close of a US$2.5 million seed funding round backed by BFG Partners, RiverPark and Habitat Partners. The company said the capital will support its expansion across the US.
Founded by Cade Fleming and Tamir Triguboff in New Zealand, Noon offers a shelf-stable breakfast beverage containing 20g of protein, 5g of fibre and no added sugar. The range is available in Creamy Vanilla, Milk Chocolate and Honey Banana.
The company said the product is designed to meet growing consumer demand for convenient, high-protein breakfast options, with co-founder and CEO Cade Fleming citing changing eating habits, the rise of clean-label products and increased adoption of GLP-1 medications as key drivers of category growth.
“We built Noon to bridge that gap by rethinking breakfast from first principles,” said Fleming.
“Every ingredient, every nutritional decision, and every design choice was made with one goal: To create a breakfast that’s clean, complete, and effortless.”
Earlier this year, Noon made its Australian debut, hitting shelves across Woolworths Group stores.
