With a mission to clean up and disrupt the world of nutritional supplements, UK-based digital health startup Feel has recently raised £3 million investment from ITV AdVentures. Feel is one of the portfolio companies of Mark Pearson’s Fuel Ventures.
The London-based startup will be one of the first brands to join ITV AdVentures ‘media for equity’ investment portfolio. ITV has agreed to subscribe for up to £3 million convertible loan notes in the startup in three tranches.
Tailored media campaign
Attempting to clean up the unhealthy world of nutritional supplements and producing high-quality supplements following an exceptional first year of growth, the company that was founded in 2019, will now commence its tailored media campaign across ITV’s channels later this year.
Operating on a direct-to-consumer subscription model, Feel’s cleaner, fresher approach to health and wellbeing has resulted in rapid growth, exceeding all expectations.
Cleaner, fresher approach
With its research-backed formulas containing natural ingredients, free from nasty additives – the company’s goal is to make affordable, high-quality products within reach for people across the UK.
The ITV investment is followed by the recent announcement of Feel’s equity partnership with superstar, health dedicatee Cheryl. As an equity partner in the business, Cheryl will work with the Feel team to develop new offerings, expand and unlock new audiences and represent the brand’s goals.
Launched earlier this year, ITV AdVentures Invest is building a diversified portfolio of high-growth and innovative brands, having previously invested in the location app what3words and the online menswear brand Spoke.
Accessible to all
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.”
Niko Waesche, Fund Manager adds: “From the moment we met Boris and the Feel team, we realised their commitment to creating accessible and top-quality nutritional supplements coupled with a first-rate consumer experience. As an innovative, digital consumer brand at scale-up it’s a perfect fit for ITV’s investment, and we look forward to helping them grow through the power of TV advertising.”