Your Super, a line of 100-percent natural, organic, plant-based superfood mixes made exclusively of whole food ingredients, has announced a Series A investment of $5 million led by growth equity fund PowerPlant Ventures.
Other investors include Doehler Ventures, an early stage investor in healthy food and beverage companies and high-profile food angels.
Founded by Michael Kuech and Kristel de Groot in 2015, Your Super offers seven functional superfood mixes made of five or six powerful, nutrient-dense, complementary whole foods that are naturally high in micronutrients, including vitamins and minerals. Based in Los Angeles, California, Your Super sources its ingredients—22 superfoods such as spirulina, acai, moringa, wheatgrass, baobab and maca— directly from farmers and small suppliers around the world via a fully transparent supply chain.
The financing will be used to accelerate Your Super’s growth, expand its team and develop new products. It will also allow the company to create additional resources aimed at simplifying the adoption of a whole-food, plant-based diet, including e-books and healthy-eating guides. Dan Gluck, partner at PowerPlant Ventures, will join Your Super’s board of directors.
“We fully align with PowerPlant’s mission to deliver better nutrition in more sustainable and ethical ways,” said de Groot, the CMO of Your Super. “You combine this synergy with their proven track record of investing in disruptive plant-centric brands, and we couldn’t think of a better partner for Your Super.”
As a mission-driven company that believes everyone in the world deserves to be healthy, Your Super has partnered with Action Against Hunger to donate one life-saving whole food bar to malnourished children for every superfood mix sold.
“Your Super has built the foundation to be a major category disruptor because of its efficacious products, visionary leaders, strong brand, and capital efficient DTC model,” Gluck said. “Michael and Kristel, who have created functional and thoughtfully crafted products with the nutritional power of produce and the convenience of supplements, are a powerful duo highly capable of carrying out their vision.”
Your Super was a presenting company at the Nutrition Capital Network Europe Investor Meeting in 2017 and the NCN Spring 2017 Investor Meeting in New York.
“NCN enabled us to connect to the right people in the industry to elevate our business, Your Super, to the next level,” de Groot said. Nutrition Capital Network is a sister company of New Hope Network.
Your Super experienced 1,000 percent growth, and the company has served hundreds of thousands of customers across the world. A classic e-commerce business, it has sold more than 500,000 mixes, with 95 percent of sales through its website.
The Giannuzzi Group, a law firm dedicated to guiding clients in the better-for-you food, beverage and wellness industry, acted as legal counsel.
Source: Your Super