SG Credit Announces A Senior Debt Investment in New Primal
September 24, 2025
Source: SG Credit Partners
CHICAGO (September 24, 2025) – SG Credit Partners, through its Consumer Products division, recently completed a senior debt investment in New Primal, a leader in low sugar, high protein, and flavorful snacks.
"We’ve always looked for partners who understand the unique dynamics of building a mission-driven CPG brand,” said Jason Burke, Founder and CEO of New Primal. “SG’s flexibility, deep industry knowledge, and thoughtful approach made them a clear choice. Their team took the time to understand our business and build a relationship that feels like a true extension of our own.”
Founded in 2012, New Primal has built a loyal consumer base through its mission to “simplify healthy eating” with products that are responsibly sourced, Whole30-approved, and free from refined sugar, gluten, and other common allergens. What began with a single beef jerky product has since expanded into a full line of clean-label snacks and seasonings found in major national retailers and natural food stores, as well as online at https://newprimal.com/.
“We are thrilled to partner with New Primal and support an exceptional team that is redefining snacking through transparency, sustainability, and nutritional integrity,” said Spencer Brown, Managing Director at SG Credit Partners. “Their authentic approach aligns strongly with SG Consumer Products’ commitment to empowering emerging brands that are transforming consumer health and wellness.”
The financing from SG will support working capital growth and provide enhanced financial flexibility as New Primal continues to scale its operations and expand its product offerings across both retail and direct-to-consumer channels.
About New Primal
New Primal is a market leader in clean protein snacks. Founded to inspire people to reconnect with real food, New Primal creates products with integrity and simple ingredients. The company's portfolio includes premium jerky and meat sticks featuring responsibly sourced proteins and clean ingredients that deliver both nutrition and flavor. Each product is crafted to meet the highest quality standards while satisfying consumer demand for convenient, wholesome snacking options. For more information about New Primal and its products, visit www.thenewprimal.com.
About SG Credit Partners
SG Consumer Products, a division of SG Credit Partners (“SGCP”), is a family-office backed lender providing capital to lower middle market businesses and entrepreneurs requiring tailored credit solutions. SGCP has established a broad credit platform consisting of three verticals: Software + Technology, Consumer Products, and Commercial Finance. Headquartered in Southern California with offices throughout the country, the firm has provided in excess of $1.3 billion to lower middle market entrepreneurs across a variety of industries. For more information, please visit www.sgcreditpartners.com.
"We’ve always looked for partners who understand the unique dynamics of building a mission-driven CPG brand,” said Jason Burke, Founder and CEO of New Primal. “SG’s flexibility, deep industry knowledge, and thoughtful approach made them a clear choice. Their team took the time to understand our business and build a relationship that feels like a true extension of our own.”
Founded in 2012, New Primal has built a loyal consumer base through its mission to “simplify healthy eating” with products that are responsibly sourced, Whole30-approved, and free from refined sugar, gluten, and other common allergens. What began with a single beef jerky product has since expanded into a full line of clean-label snacks and seasonings found in major national retailers and natural food stores, as well as online at https://newprimal.com/.
“We are thrilled to partner with New Primal and support an exceptional team that is redefining snacking through transparency, sustainability, and nutritional integrity,” said Spencer Brown, Managing Director at SG Credit Partners. “Their authentic approach aligns strongly with SG Consumer Products’ commitment to empowering emerging brands that are transforming consumer health and wellness.”
The financing from SG will support working capital growth and provide enhanced financial flexibility as New Primal continues to scale its operations and expand its product offerings across both retail and direct-to-consumer channels.
About New Primal
New Primal is a market leader in clean protein snacks. Founded to inspire people to reconnect with real food, New Primal creates products with integrity and simple ingredients. The company's portfolio includes premium jerky and meat sticks featuring responsibly sourced proteins and clean ingredients that deliver both nutrition and flavor. Each product is crafted to meet the highest quality standards while satisfying consumer demand for convenient, wholesome snacking options. For more information about New Primal and its products, visit www.thenewprimal.com.
About SG Credit Partners
SG Consumer Products, a division of SG Credit Partners (“SGCP”), is a family-office backed lender providing capital to lower middle market businesses and entrepreneurs requiring tailored credit solutions. SGCP has established a broad credit platform consisting of three verticals: Software + Technology, Consumer Products, and Commercial Finance. Headquartered in Southern California with offices throughout the country, the firm has provided in excess of $1.3 billion to lower middle market entrepreneurs across a variety of industries. For more information, please visit www.sgcreditpartners.com.
