From morning coffee to favorite sneakers
Invest in brands you love, you already know if they're good
- Global consumer brands with >70% brand recognition
- Products/services used weekly by average consumer
- Market cap >US$10B
Apple Inc. - Common Stock
Apple is a premier technology giant renowned for its strong brand, robust ecosystem, and high-margin services. The company consistently innovates in hardware and software, maintaining a loyal customer base and strong pricing power. While growth in mature markets may slow, strategic expansions and new product categories offer continued opportunities.
Microsoft Corporation - Common Stock
Microsoft is a dominant technology conglomerate diversified across cloud computing, productivity software, and gaming. Its extensive product portfolio and strong market positions, especially in enterprise software and cloud services, underpin its robust financial performance and competitive moat. While growth remains strong, maintaining its expansive lead in emerging AI technologies is crucial.
Amazon.com, Inc. - Common Stock
Amazon.com, Inc. stands as a dominant force in global e-commerce, cloud computing (AWS), and digital advertising. Its diversified business model, underpinned by robust infrastructure and a loyal customer base via Prime, positions it for continued growth, though it must navigate increasing competition and regulatory scrutiny.
Alphabet Inc. - Class A Common Stock
Alphabet Inc. is a dominant force in digital advertising and cloud computing, underpinned by its ubiquitous Google Search and Android ecosystem. The company demonstrates strong profitability and continued innovation in AI, yet faces increasing regulatory scrutiny and fierce competition in its key segments.
Meta Platforms, Inc. - Class A Common Stock
Meta Platforms is a dominant force in social media and digital advertising, boasting a massive global user base across its Family of Apps. The company exhibits strong profitability and is strategically investing heavily in artificial intelligence and its Reality Labs segment, aiming to shape the next era of computing. This strong core business provides a substantial foundation for future innovation.
Netflix, Inc. - Common Stock
Netflix, a global leader in streaming entertainment, boasts over 300 million subscribers worldwide with a strong content library. The company’s ad-supported plans and focus on exclusive content are driving growth, but intense competition and high content costs present ongoing challenges.
NVIDIA Corporation - Common Stock
NVIDIA Corporation is a leading designer of graphics processing units, data center accelerated computing platforms, and AI software. The company benefits from surging demand in artificial intelligence and robust performance in its core gaming and professional visualization segments. Its strong profitability and high growth are driven by technological leadership and a sticky software ecosystem.
Tesla, Inc. - Common Stock
Tesla, Inc. stands as a pioneer and leader in the electric vehicle (EV) and energy storage sectors. The company leverages its innovation in battery technology, manufacturing, and AI to disrupt traditional industries. While facing increasing competition and market maturity in EVs, its long-term potential hinges on advanced software like Full Self-Driving and new product categories.
Coca-Cola Company (The) Common Stock
The Coca-Cola Company is a global leader in non-alcoholic beverages with an expansive brand portfolio and a robust global distribution network. The business consistently demonstrates strong profitability and healthy cash flow. Its wide economic moat, driven by unparalleled brand power and scale, underpins its high-quality business model.
PepsiCo, Inc. - Common Stock
PepsiCo is a global leader in convenient foods and beverages, boasting an unparalleled portfolio of iconic brands and extensive distribution networks that underpin its consistent revenue and strong profitability, making it a fundamentally resilient business.
McDonald's Corporation Common Stock
McDonald's Corporation is the world's largest quick-service restaurant chain, renowned for its strong global brand and highly effective franchise model. The business demonstrates consistent profitability and substantial free cash flow, supported by its vast real estate portfolio and adaptable menu offerings globally.
Starbucks Corporation - Common Stock
Starbucks is a dominant global coffee retailer with a strong brand and extensive store network. Its diversified revenue streams across geographies and product types provide resilience, but recent performance indicates slowing growth. The business model remains solid, driven by loyal customers and digital engagement.
Nike, Inc. Common Stock
NIKE, Inc. is a global leader in athletic footwear and apparel, recognized for its strong brand and extensive distribution network. Despite these strengths, the company is navigating a period of slowing growth and heightened competition, requiring strategic adaptation to maintain its premium market position.
Procter & Gamble Company (The) Common Stock
Procter & Gamble is a dominant force in the consumer defensive sector, boasting an unrivaled portfolio of household and personal care brands. Its stable business model, characterized by consistent demand and pricing power, positions it as a resilient player even amidst economic volatility. The company's global reach and continuous innovation reinforce its strong market position.
Johnson & Johnson Common Stock
Johnson & Johnson is a global healthcare giant focused on Innovative Medicine and MedTech following the Kenvue spin-off. It boasts a diversified portfolio and strong R&D, positioning it for stable performance. The company's strategic focus on high-growth segments underpins its core business quality.
Costco Wholesale Corporation - Common Stock
Costco's membership-based warehouse model fosters exceptional customer loyalty and efficient operations, translating into consistent cash flow and a robust market position. The company's focus on value and limited product selection resonates strongly with consumers, making it a resilient player in the retail sector.
Home Depot, Inc. (The) Common Stock
Home Depot is the world's largest home improvement retailer, demonstrating strong market leadership through vast scale, a comprehensive product offering, and a strategic focus on the professional customer segment. Despite a current slowdown in the housing market, its integrated omnichannel approach and robust supply chain underpin a resilient business model with solid long-term fundamentals.
Visa Inc.
Visa Inc. is a dominant global payment technology company benefiting from the secular shift to digital payments. Its robust, asset-light network business model generates high margins and strong free cash flow, supported by a universally recognized brand and continuous innovation in payment solutions.
Mastercard Incorporated Common Stock
Mastercard is a leading global payments technology company, operating a vast network that facilitates electronic transactions worldwide. Its robust brand, extensive network, and ongoing innovation in digital payments underpin a strong business model, though it operates in a highly competitive and evolving industry.
PayPal Holdings, Inc. - Common Stock
PayPal operates a dominant digital payments platform, connecting merchants and consumers globally. While its core business is robust, the company faces evolving competitive pressures and a need for renewed growth drivers beyond its established ecosystem. Its strategic focus on optimizing core products and expanding newer ventures like Venmo is key to its future success.
Walt Disney Company (The) Common Stock
The Walt Disney Company is a global entertainment leader, leveraging iconic intellectual property across diverse segments including media, streaming, and theme parks. While facing evolving challenges in traditional media, its robust content library and experiences division remain significant strengths, underpinned by ongoing strategic restructuring to enhance efficiency and focus on core growth areas.
Unilever PLC American Depositary Shares (each representing One Ordinary Share)
Unilever is a global consumer goods powerhouse with a diverse portfolio spanning beauty, personal care, home care, and food. Its strong brand presence and significant penetration in emerging markets underpin a resilient business model. However, recent strategic shifts, like the planned divestment of its Foods business, introduce both opportunities and execution risks.
Estee Lauder Companies, Inc. (The) Common Stock
The Estée Lauder Companies (EL) is a global leader in prestige beauty, boasting a diversified portfolio of over 25 renowned brands in skincare, makeup, fragrance, and hair care. Despite recent challenges in key Asian markets and travel retail, the company's strong brand equity, continuous innovation, and global distribution network position it for long-term resilience in the premium segment.
Colgate-Palmolive Company Common Stock
Colgate-Palmolive is a global consumer defensive giant with strong brand recognition in oral, personal, home care, and pet nutrition. Its extensive international presence provides a stable revenue base and consistent dividend payouts, appealing to long-term income-focused investors. The business quality is solid, but growth is moderate.
Mondelez International, Inc. - Class A Common Stock
Mondelez International is a leading global snack food company with a strong portfolio of iconic brands like Oreo, Ritz, Cadbury, and Milka. Its defensible market position in the consumer defensive sector, characterized by consistent demand and pricing power, underpins a solid business model. Despite inflationary pressures, the company has demonstrated brand prowess and sales growth.
General Mills, Inc. Common Stock
General Mills is a dominant player in the packaged foods industry, known for its strong portfolio of iconic brands across various segments. The company demonstrates consistent profitability and a commitment to shareholder returns, making it a reliable, albeit slower-growth, consumer staple. Its strategic focus on pet food and natural/organic segments offers avenues for future expansion.
Workiva Inc. Class A Common Stock
Workiva offers a leading cloud-based platform for connected reporting, simplifying complex financial, ESG, and risk disclosures for large enterprises globally. Its strong market position is driven by its ability to integrate diverse data sources and automate reporting processes, making it essential for regulatory compliance. While facing a competitive SaaS landscape, Workiva's focus on transparency and efficiency provides a solid business foundation.
The Hershey Company Common Stock
Hershey is a dominant player in the US confectionery market with an expanding portfolio of iconic chocolate and salty snack brands. Its defensive consumer staples business model offers stability and consistent cash flow, driven by strong brand loyalty and extensive distribution networks.
The Kraft Heinz Company - Common Stock
The Kraft Heinz Company boasts formidable brand recognition and an expansive global distribution network. While focused on operational efficiency, the company faces headwinds from evolving consumer preferences towards healthier and clean-label products, intense competition from private-label brands, and sluggish organic growth. Its core business remains strong but requires strategic adaptation.
Yum! Brands, Inc.
Yum! Brands operates a globally recognized portfolio of quick-service restaurants, including KFC, Pizza Hut, and Taco Bell. Its asset-light, highly franchised business model provides stable royalty income and strong cash flow. The company benefits from significant international presence and ongoing digital transformation efforts to enhance customer experience and operational efficiency.
Target Corporation Common Stock
Target is a leading discount retailer known for its stylish product offerings at affordable prices. Its robust omnichannel strategy, strong private brands, and efficient supply chain support a resilient business model, though it faces ongoing economic pressures affecting consumer spending and intense competition.
Lowe's Companies, Inc. Common Stock
Lowe's is a leading home improvement retailer with a strong brand and expanding professional customer segment. While facing headwinds from a softer housing market, strategic investments in its Pro business and digital capabilities position it for long-term resilience, though recent job cuts signal ongoing cost management efforts.
AT&T Inc.
AT&T Inc. is a telecommunications giant with a stable business model, primarily driven by its wireless services and expanding fiber network. While offering a significant dividend yield, the company faces intense competition in a mature market. Its focus on network investment and subscriber growth underpins its long-term strategy.
T-Mobile US, Inc. - Common Stock
T-Mobile US, Inc. is a leading wireless communication services provider in the U.S., known for its customer growth and extensive 5G network. The company's strategic acquisitions and focus on both postpaid and broadband segments underscore its robust business model in a competitive and capital-intensive industry.
Tencent Holdings Limited
Tencent is a dominant Chinese technology conglomerate with a vast ecosystem spanning social media (WeChat), gaming (world's largest publisher), fintech (WeChat Pay), and cloud services. Its strong network effects and diversified revenue streams provide resilience, though domestic market maturation and regulatory shifts present ongoing challenges. The company is actively investing in AI and global gaming expansion to drive future growth.
Alibaba Group Holding Limited
Alibaba Group is a digital commerce and cloud computing powerhouse in China, undergoing strategic restructuring. Its vast ecosystem drives strong network effects, but it faces intense competition and evolving regulatory landscapes, demanding agility for sustained growth and value creation.
Meituan
Meituan, a dominant "super app" in China's local services, particularly food delivery and instant retail, leverages a vast ecosystem and advanced technology. The company faces fierce competition and increased investment, which have led to recent net losses.
JD.com, Inc.
JD.com is a leading Chinese e-commerce giant distinguished by its robust self-operated logistics network and direct sales model, ensuring authenticity and rapid delivery. While facing intense competition, its technological investments and diversified business segments offer a resilient operational framework, albeit with recent strategic investments impacting short-term profitability.
HSBC Holdings plc
HSBC is a global banking and financial services organization with a strong presence in Asia. Its diversified revenue streams and robust capital position underpin its stability, but it faces challenges from geopolitical shifts and regulatory scrutiny in key markets.
China Mobile Limited
China Mobile is a dominant telecommunications and digital services provider in China, boasting an unrivaled network and subscriber base. The company is actively diversifying into high-growth computing and AI services, aiming to offset slowing traditional communication revenue growth. Its strong financial position and consistent dividend policy make it a stable, income-generating investment.
Nongfu Spring Co., Ltd.
Nongfu Spring, a leader in China's packaged water and beverage markets, demonstrates a robust business model with strong brand recognition and extensive distribution. Its consistent profitability and strategic diversification position it as a high-quality consumer staple, leveraging the growing health consciousness of Chinese consumers.
Budweiser Brewing Company APAC Limited
Budweiser Brewing Company APAC Limited is a dominant brewer across Asia, particularly strong in China and South Korea, with a premium brand portfolio. It leverages an extensive distribution network and premiumization strategy to drive revenue and profitability in competitive regional markets.
ANTA Sports Products Limited
ANTA Sports is a leading Chinese sportswear giant with a robust multi-brand strategy, strong R&D, and extensive distribution, positioning it as a dominant player in its domestic market. Its agile adaptation to local trends like 'Guochao' has driven significant growth, allowing it to surpass international rivals in China.
Xiaomi Corporation
Xiaomi Corporation is a prominent global technology company known for its extensive portfolio of smartphones, AIoT devices, and internet services. Its recent strategic entry into the smart electric vehicle market signals a significant diversification, positioning it for future growth beyond its established consumer electronics segments.
BYD Company Limited
BYD is a dominant global player in electric vehicles (EVs) and batteries, leveraging vertical integration for cost efficiency and innovation. Despite strong revenue growth, profitability faced pressure in 2025 due to intense market competition, particularly in China's EV sector.
China Telecom Corporation Limited
China Telecom is a key player in China's telecommunications sector, expanding its traditional mobile and wireline services with a strong push into industrial digitalization and cloud services. While facing intense competition, its integrated strategy and state backing provide a stable foundation for growth in a rapidly evolving digital landscape.
China Unicom (Hong Kong) Limited
China Unicom (Hong Kong) Limited is a dominant player in China's telecommunications sector, offering comprehensive mobile and fixed-line services. While enjoying a stable market position due to its essential infrastructure and state backing, the company faces intense competition and significant capital expenditure requirements inherent to the industry.