By joining the Nielsen Connected Partner programme, CircleUp will use Nielsen’s data to help build Helio, its proprietary machine learning platform that evaluates early-stage CPG brands by analysing the market and predicting future business success.  

Helio evaluates 1.3 million companies across relative strength of brand, distribution, product quality, team and financial performance.

Jon Scherr, head of strategic partnerships, CircleUp, said: "CircleUp’s mission is to help consumer industry entrepreneurs thrive with the capital and resources they need. We deliver this through our internally managed funds, our investment marketplace, and our credit programme.

"The addition of Nielsen data is a huge step forward in building the complex mosaic of data sources and algorithms that make up Helio. With Nielsen’s partnership, Helio is now able to uncover promising brands earlier."

The Nielsen Connected Partner programme partners with the retail and CPG industry to provide Nielsen data directly.