Supplements startup gains £3m investment from ITV

Read more at www.nutraingredients.com

Launched in June 2019, ‘Feel’ is a direct-to-consumer supplement company selling highly bioavailable, transparent, locally produced, filler-free supplements.

Operating on a subscription model, the startup has enjoyed significant growth in the past 12 months and now aims to expand its product range and grow its London-based team.

Providing a huge boost to this mission, ITV has agreed to subscribe for up to £3m convertible loan notes in Feel Holdings Limited allowing the growing business to commence a tailored media campaign across ITV’s channels later this year.     

Feel’s Founder and CEO Boris Hodakel said: “To achieve our next stage of development, we looked for a leading media partner with a trusted brand and the broadest commercial reach in the UK. We are not here to create a brand for a select few; we want everyone in the UK to be able to benefit from our science-based nutritional supplements.”

The investment follows the recent announcement of Feel’s equity partnership with singer and TV personality Cheryl, who is working closely with the brand on its future products.

The Feel range includes: ‘All-rounder’ multivitamin offering 13 vitamins, 10 minerals, seven phytonutrients, Alpha Lipoic Acid and L-Glutamine; ‘Beauty probiotic+’ with probiotic strains, hyalauronic acid, bamboo extract, alfalfa, aloe vera, bilberry, and pine bark extract; ‘Algae Omega-3’ with 300mg of DHA and 150mg of EPA; ‘Cognition’ with choline, rhodiola, panax ginseng, B-vits, rosemary and sage; ‘Immunity’ with Lactobacillus Acidophilus,​ beta glucans, acerola cherry, allicin from garlic, reishi mushroom and more; and ‘Digestion’ featuring science-backed digestive enzymes and herbs.

Read more at www.nutraingredients.com

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