Beyond Meat Investor Leads Plant-Based Protein Brand Your Super’s $10 Million Series B Funding

March 6, 2021


Organ­ic super­food pow­der mix­es com­pa­ny, Your Super, has raised $10 mil­lion in series B fund­ing led by Pow­er­Plant Ven­tures to accel­er­ate growth through expand­ing its team and devel­op­ing new prod­ucts.

The Los Ange­les-based equi­ty fund, known for its invest­ments in brands such as Beyond Meat, Thrive Mar­ket and Veg­gie Grill, also led Your Super’s series A fund­ing.

Oth­er investors par­tic­i­pat­ing in the round include Clif White Road, a Cal­i­for­nia-based invest­ment firm found­ed by Clif Bar’s own­ers Gary Erick­son and Kit Craw­ford, and Marstar Invest­ments.

The Gian­nuzzi Group, a New York City-based law firm ded­i­cat­ed to the bet­ter-for-you food and bev­er­age indus­try, act­ed as Your Super’s legal coun­sel.

Your Super was found­ed by Michael Kuech, who was diag­nosed with can­cer at just 24 years old, while at the time, his part­ner Kris­tel de Groot helped boost his recov­ery with super­foods.

“When Kris­tel and I start­ed mak­ing these prod­ucts by hand in our kitchen in Ams­ter­dam, we had a feel­ing [that] peo­ple would respond to them,” Kuech said.

“The response is a dream come true. We are hon­ored to have the sup­port of our investors, who are pio­neers in the space. We are proud to be a part of the next-gen­er­a­tion of the plant-based rev­o­lu­tion, help­ing peo­ple reclaim their health one sim­ple step at a time.”

While the cou­ple launched their com­pa­ny first in Ger­many, they soon moved its head­quar­ters to Cal­i­for­nia after accru­ing a strong com­mu­ni­ty base.

Dan Gluck, co-founder and man­ag­ing part­ner at Pow­er­Plant Ven­tures, said: “Michael and Kris­tel have exhib­it­ed flaw­less exe­cu­tion in a time of extra­or­di­nary growth. They have assem­bled and man­aged an unpar­al­leled team with the abil­i­ty to cap­i­tal­ize on the plant-based trend, which we think is in the ear­ly innings.”

Your Super has shipped more than one mil­lion prod­ucts through its web­site with the direct-to-con­sumer first busi­ness mod­el, and it is set to con­tin­ue to inno­vate prod­ucts.

In 2019, Your Super added two new pow­der mix­es to its orig­i­nal prod­uct line, includ­ing the anti-inflam­ma­to­ry Mel­low Yel­low, and the sleep-aid Mag­ic Mush­room, based on con­sumer feed­back and requests.

The com­pa­ny will also launch a new plant-based pro­tein mix made with brain health-boost­ing super­foods on March 24, accord­ing to de Groot.

On top of cap­i­tal­iz­ing on the fast-grow­ing plant-based pro­tein cat­e­go­ry, which is expect­ed to reach $57 bil­lion in sales glob­al­ly by 2027 based on Research and Mar­kets’ analy­sis, Your Super believes social respon­si­bil­i­ty is cru­cial to an emerg­ing company’s growth.

“As a B‑corp, we are not com­pro­mis­ing on the qual­i­ty, trans­paren­cy and clean­li­ness of our prod­ucts,” Kuech told me, not­ing Your Super is com­mit­ted to a “trans­par­ent sup­ply chain, and 1:1 give back mod­el.”

“We endeav­or to have a pos­i­tive impact from the farmer to the end con­sumer,” he said.

The lat­est fund­ing will also help Your Super cre­ate recipe e‑books, and launch an app that guides plant-based eat­ing lat­er this month.

“The Series B fund­ing will help us reach mil­lions of peo­ple across the U.S. and inter­na­tion­al­ly, and sup­port them in improv­ing their health,” Kuech said. “We believe good health is a fun­da­men­tal right, and it does not need to be so com­pli­cat­ed.”

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