Feel Secures $6.2M Investment to Fuel Nutritional Supplement Growth

Feel Secures $6.2 Million to Expand its Nutritional Supplement Subscription Service

A new investment of $6.2 million has been secured by Feel, a U.K.-based startup specializing in nutritional supplements. The funding round was spearheaded by Fuel Ventures, with additional participation from TMT Investments, Sova VC, Richard Longhurst, and Igor Ryabenkiy.

Inspired by Existing Market Leaders

Feel’s founder, Boris Hodakel, established the company after analyzing prominent U.K. health and retail brands. These included companies like Graze, Tesco, Bulk Powders, and Simba Sleep, identifying opportunities within the nutritional supplement space.

A Subscription Model Similar to Graze

The Feel business model shares similarities with Graze. Supplements are delivered in packaging designed to fit through standard mail slots, and are offered through various subscription options. Essentially, Feel provides a “Graze-like” experience, but focused on supplements.

Rapid Growth and Subscriber Base

Feel operates on a direct-to-consumer subscription basis. The company reports a substantial 60x growth rate within its first year of operation. Currently, Feel boasts a base of 21,000 active subscribers.

Balancing Quality and Affordability

Hodakel emphasizes that Feel delivers higher-quality supplements, despite potentially higher production costs. This is achieved through a direct-to-consumer approach, allowing for cost savings passed on to customers.

Commitment to Purity and Scientific Backing

According to Hodakel, many commercially available vitamins contain unnecessary fillers and are not easily absorbed by the body. Feel aims to be a cleaner, scientifically-backed alternative, continually refining its formulas to maximize effectiveness and maintain affordability.

In-House Research and Development

Hodakel’s personal experience with skin issues led him to explore supplements. He discovered the prevalence of fillers in standard products, prompting him to create Feel. All formulas are developed and researched internally, with ongoing updates – the flagship multivitamin has already undergone three iterations in two years.

Investor Perspectives on Feel’s Potential

Mark Pearson, managing partner at Fuel Ventures, highlighted the exciting growth and product line expansion occurring at Feel. Fuel Ventures is committed to supporting Feel’s emergence as a major disruptor in the health supplement market.

Disrupting the Vitamin Intake Landscape

Alexander Chikunov, partner at Sova VC, noted Feel’s potential to reshape consumer habits regarding vitamin intake. The company is positioned to challenge a $144 billion marketplace by offering superior products alongside exceptional customer service.