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.”