Lioness, a functional fruit snack brand created specifically for women, has secured new financing to support working capital, debt reduction and continued growth as the young consumer brand expands its retail footprint.
The financing was announced on 15 September by JPalmer Collective, an asset-based lending firm focused on women-led and high-growth consumer brands. The facility provides Lioness with an initial $1 million line of credit that can be expanded to $5 million.
Founded by entrepreneur Nicky Jackson, Lioness launched in June 2026 across more than 1,900 Target locations, alongside online sales through Target.com, Amazon and TikTok Shop. In August, the brand expanded into 330 Sprouts stores, creating a significantly larger working-capital requirement as it fulfils retail orders.
Building a new category around women’s needs
Lioness positions itself as the first functional fruit snack made specifically for women. Its single-serve products are designed around different moments during the day, with varieties including Energy, PickMeUp and Calm.
The company was founded by Jackson, who previously held senior roles at Kellogg’s and PepsiCo before founding RangeMe, a platform that connects consumer brands with retailers across the United States. Her previous experience in consumer packaged goods and retail helped shape Lioness’s approach to distribution and product development.
The scale of the Target launch was particularly notable. Jackson initially approached Target seeking a trial across 700 locations. The retailer ultimately offered Lioness placement in more than 1,900 stores.
That rapid retail rollout also created one of the central challenges facing an emerging consumer brand: having enough working capital to manufacture and fulfil large retail orders while continuing to grow.
Choosing financing while retaining control
Rather than raising traditional venture capital, Jackson chose an asset-based lending facility.
The structure allows Lioness to access financing against eligible business assets while retaining greater ownership control as it grows. The new facility will be used for working capital, debt reduction and growth initiatives.
For JPalmer Collective, the deal also reflects its focus on providing financing to women-owned and women-led consumer businesses.
The firm, founded by Jennifer Palmer in 2023, has committed to having at least 50% of its portfolio made up of women-owned and women-led businesses. Its focus includes natural products, consumer packaged goods and companies serving conscious consumers.
A different route to growth
The Lioness transaction highlights an increasingly important financing consideration for early-stage consumer businesses.
Venture capital can provide significant growth capital, but it can also involve dilution and a loss of ownership control. Asset-based financing offers another route for companies that have tangible assets, retail orders and a clear working-capital requirement.
For Lioness, the timing is significant. The company is still in its first year of commercial operations, yet it has already moved into thousands of physical retail locations.
The new financing gives Jackson room to support that expansion while maintaining control over the business as the brand develops.
With its products now available through major US retailers and online platforms, Lioness enters its next stage with a simple challenge: turning rapid retail distribution into sustainable long-term growth.
For a young women-focused consumer brand, the financing marks an important step from product launch towards building a scalable business.
