Brand New Brands has launched Attune Foods, a new company dedicated to developing breakthrough daily wellness products. The spin-off was financed by Brand New Brand investors Unilever Ventures, Prolog Ventures, Great Spirit Ventures, and Burrill & Company.

Taking the top job at Attune is former Niman Ranch CEO Rob Hurlbut, who grew that business from a US$3m regional meat purveyor to a $60m national brand known for its sustainable practices. A food industry veteran, Hurlbut has previously held several marketing and finance roles at Nestlé.

“Rob is a proven entrepreneurial leader who will bring vision, stewardship and unique experience to Attune Foods’ ambitious plans,” said Will Rosenzweig, co-founder and chief executive officer of Brand New Brands. “Attune’s products deliver exceptional taste, great convenience and portability, and most importantly, efficacy in that they work!”

Attune’s debut product is a range of wellness bars featuring probiotics, beneficial active cultures found to support digestive health and promote a strong immune system. These Attune Wellness Bars are currently available online at the company’s website and will be available at retailers throughout the US in January 2007.