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Delicious Victory For Sweet Tooth, Secures $2.25M In Seed Financing

Waterlook-based Sweet Tooth, who develops an eCommerce customer loyalty software, has secured $2.25 million in funding today. OMERS Ventures, the Ontario government funded MaRS Investment Accelerator Fund (IAF) and Points International have all contributed to provide total of $1.5 million in seed financing will come from  An additional $750,000 is forthcoming from other sources.

“Sweet Tooth really epitomizes what we are looking for in seed stage companies. They have a great product, with a huge market potential and strong management team,” said Derek Smyth, Managing Director of OMERS Ventures. “Sweet Tooth is an example of the high quality companies we are seeing in the Kitchener-Waterloo region, and we will continue to focus time, energy and expertise there to source new investments.”

The startup was launched in 2008 by CEO Jay El-Kaake and has since worked with over 1,500 merchants to provide rewards for over 15 million consumers worldwide.