Hillhouse Capital, a leading Asia-based investment firm focused on long-term growth through innovation, and VMG Partners, a private equity firm specializing in building iconic consumer brands, today announced a strategic partnership to co-invest in innovative consumer brands with differentiated offerings looking to expand their global reach. The two companies have allocated up to $100 million toward investments in high-potential brands in the sector. As the first step of the expanded cooperation, Hillhouse Capital and VMG Partners have closed an investment in Little Freddie, a leading maker of premium European organic baby food. Financial terms were not disclosed. “Little Freddie is a high-quality, trusted brand that has tremendous potential in Asia and other parts of the world, as parents have become increasingly savvy about what they feed their children. We strongly believe that brands able to identify and meet unique and unmet consumer needs will excel in the new and rapidly changing retail landscape.” Cao Wei, Hillhouse Capital Partner.