Billionaire Daniel Lubetzky makes his fortune in a kind snack bar made with nuts, fruits and whole grains. He sold his controlling stake in snacks to food giant Mars in 2020.

Through his family office, Camino Partners, he supports other popular consumer brands such as fast-casual chain Cava, Hair Care branded prose and Belgian boy breakfast.

Founded in 2023, Camino recently focused on longevity, investing in fitness chain Barry and home health care provider Livewell. According to data provided specifically to CNBC by private wealth intelligence platform Fintrx, it is one of more than 100 home offices built on food and beverage wealth.

More and more home offices are expanding their principals’ entrepreneurial roots in consumer packaged goods. Peter Rahal of RXBAR, founder of another snack bar, invested in X (formerly Twitter) and biodegradable packaging company Cove through his family office Litani Ventures.

Paul Merage, co-founder of Chef America, Hot Pockets' parent company, set up a family office after selling frozen food manufacturers to Nestlé in 2002. Today, Consolidated Investment Group covers real estate footprints in the United States and Israel, including direct investments and joint ventures, including apartment units in more than 25,000 cities such as cities such as Dallas and Denver.

Elle Lanning, president of the investment company, said that taking Camino as an example, investment in lifespan is a natural evolution.

“We’re thinking about consumer health usually starts with a wave of education, then a wave of usability. Food and nutrition are one of the first spaces to start with a wave of consumer education,” she said. “For us, Barry’s exercise is an impact on consumer health, just like the second wave of nutrition.”

Camino also moved from an early stage company to a proven business, usually with at least $20 million in revenue. It can be deployed up to $20 million or $80 million in advance or over time.

Initially, Lubetsky wanted to invest in young companies.

"He likes to build from scratch," Lanning said.

But, she advised Lubetzky that the chances of failure of early investments are greater, and he said he had to think of a struggling portfolio company, like a product that failed to sell.

"If you're an early investor, you have to have that ability to know when it doesn't work and call it," she said. "And he's like, he can't do that, these are living organisms. These are people and their livelihoods."

For Lubetzky, Adventuring outside consumer packaged goods means calling an expert. In investing in other growth areas, such as aerospace and Deep Tech, Camino usually does it through fund managers.

"I think the reason we might be doing well in life is that we know what we know, we know what we don't know, and we try to make sure the decisions we make are very familiar with that."

Elle Lanning, President of Camino Partners.