USA: Unilever invests in supplements business Create Wellness

Unilever Ventures, the venture capital arm of consumer goods giant Unilever, has led a $5 million funding round in US-based creatine supplement firm Create Wellness.

Founded in 2022, Create Wellness makes supplement gummies that are claimed to improve strength and cognition and facilitate muscle recovery. The company reportedly plans to use the funding to increase headcount, conduct research and expand distribution.

Commenting on the move, Create Wellness CEO Dan McCormick said: “Unilever Ventures’ backing validates our vision that creatine supplementation is going mainstream. This funding will allow us to build a world-class team, launch new creatine-forward products, develop partnerships with major retailers and ultimately serve our customers more effectively”.

Unilever Ventures principal Izzy Hemington added: “Creatine is one of the most deeply researched supplements available, with benefits extending beyond sports nutrition. We have been impressed by the momentum [Create’s founders] have built in a short space of time and their vision to reimagine the creatine landscape with products which resonate with a broader audience”.

Source: FoodBev / Just Food