Two high profile investor groups step in and place strategic bets on mission-minded supplement companies
Amidst a continued logjam of health and nutrition companies and investors, clean supplements emerge as a bright spot in the industry as recent deals and investor appetites expose a category that’s on the move. Two high profile investor groups step in and place strategic bets.
In Nutrition Capital Network’s mid-year report, it’s described how the stars have aligned for this category, at the intersection of the MAHA (Make America Healthy Again) movement, consumers’ growing focus on whole foods and widespread use of GLP-1s, against the longstanding backdrop of higher margins. This is all certainly appealing to investors looking for an exit and healthy return.
Recent transactions highlight optimism in the industry
Equip Foods, the maker of Prime Bar, created real food supplement and food products that are simple, clean, high-quality, delicious, tested for purity and transparent, utilizing trusted marketing partners and education to scale. The brand’s Prime Protein, grass-fed beef-based protein powder is packed with 21 grams of complete protein, plus naturally occurring collagen and gelatin for skin, joint, bone and gut support. Highpost Capital recently announced their investment in Equip Foods. The firm has a select number of investments, which are at the forefront of consumer behavior and innovative product, service, sports, media and technology sectors.
Driven by a similar mission, plant-based supplement company Truvani quickly established itself as a leading protein brand in the natural channel, rapidly growing in the organic protein, bars and supplement segments. The brand is widely celebrated for its commitment to minimal, high-quality formulations and complete ingredient transparency. Truvani is found nationwide at Sprouts, Whole Foods, Walmart, Target and more. The company took in its first outside investment from RX3 Partners, a celebrity/athlete driven investment firm.
In both instances, Truvani and Equip Foods found investment partners with a discerning approach to investing in this category. Highpost and RX3 Partners identified quality investment opportunities in platform companies whose commitment to ingredient sourcing, product quality and a whole foods-based approach is embedded in both their core mission and front-facing marketing messages.
Supplement presenters at recent Nutrition Capital Network (NCN) events mirror these deals
NCN has a history of featuring forward-thinking, mission-aligned supplement entrepreneurs and 2025 has been no exception, with high investor interest in companies such as True Grace and Shroomwell. Shroomwell—an Estonian, vertically integrated functional mushroom company that is certified organic with a fully traceable supply chain—made a splash at NCN Europe in May. Established in 2015, Shroomwell is one of the largest growers and cultivators of Chaga and Lion’s Mane mushrooms and is leading the way in functional mushroom innovation through science and research. The company has a full team of scientists and researchers helping validate the benefits of mushrooms through real science and data.
True Grace presented at NCN Spring in April, with a focus on bringing attention to its science-backed supplements designed to support foundational wellness, family health, hydration and sustainable living. Its formulas are created with clinically studied ingredients, responsibly sourced and delivered in planet-conscious refillable packaging.
Both companies are committed to environmental sustainability and a focus on high standards for their supply chain. For True Grace, that means deep supplier relationships and for Shroomwell, the company’s vertical integration ensures quality and traceability throughout the manufacturing process. The brand takes a science backed approach with its products and has an omni channel sales strategy that couldn’t be more important in today’s climate.
Data from New Hope Network’s Nutrition Business Journal, NCN’s sister brand, estimates 5-6% growth in the supplement category (up from 2% in 2022), providing further validation that this sector has continued positive momentum in the years to come. The number of financings in this category in the first half of 2025 doubled from 2024 according to NCN, with no signs of slowing down. It’s a good time to be a supplement entrepreneur and an investor should be comforted by these data points as they scout for opportunities in this dynamic and evolving category.
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