CircleUp

CircleUp is a San Francisco-based company established in 2012, operating an online platform that connects early-stage consumer and retail brands with accredited investors. The platform facilitates capital raising and provides resources to these companies, enabling them to grow and scale. CircleUp's proprietary machine learning platform, Helio, evaluates and predicts the potential success of over 1.3 million consumer businesses, aiding in the discovery and selection of promising investment opportunities.

Aditi Dashputre

Partner

Ben Lee

Managing Director, CircleUp Funds

Past deals in Nutrition

Partake Foods

Series B in 2022
Partake Foods, Inc. is a food company that specializes in the production and sale of allergy-friendly cookies. Founded in 2016 and headquartered in Jersey City, New Jersey, the company offers a diverse range of products, including nut-free, gluten-free, and vegan cookies. Its offerings feature various flavors such as sprouted grain chocolate chip, double chocolate chip, sweet potato millet, carrot oat, and birthday cake mini cookies. Partake Foods is committed to providing non-genetically modified and kosher options, catering to health-conscious consumers and families seeking safe snack alternatives. The company's products are available for purchase online, emphasizing accessibility for customers looking for healthy, allergen-free snacks.

Everything Legendary

Series A in 2022
Everything Legendary is a retailer focused on providing plant-based, gluten-free, and soy-free food products. The company specializes in vegan offerings, including burgers, non-dairy milkshakes, fries, cookies, sweets, cakes, breads, cupcakes, and freshly pressed juices. By catering to the health and dietary preferences of consumers, Everything Legendary aims to improve health outcomes, particularly within the Black community, allowing customers to enjoy their favorite foods in a healthier format from the comfort of their homes.

Serenity Kids

Series A in 2021
Serenity Kids is a company based in Austin, Texas, that specializes in producing and selling high-quality baby food. Founded in 2016 by Serenity Heegel Carr and Joe Carr, the company focuses on providing natural food products that prioritize health and nutrition for young children. Its offerings include a range of baby foods made from pasture-raised meats such as beef, bacon, chicken, and salmon, as well as organic vegetables. Serenity Kids is dedicated to fostering healthy diets and lifestyles for children by delivering products that are high in fat, low in sugar, and carefully formulated with a balanced ratio of protein, fat, and carbohydrates. The company aims to promote health, equality, and sustainability, starting with the youngest members of the community.

IQ Bar

Series A in 2021
IQ Bar, Inc. is a food and beverage company based in Boston, Massachusetts, specializing in the production and sale of nutrition bars and hydration mixes. Founded in 2016, the company offers a variety of protein bars in different flavors, catering to health-conscious consumers. IQ Bar distributes its products through various retailers and distributors across the United States, in addition to selling them directly online. The company's focus is on providing nutritious options for individuals seeking convenient and healthy snacking solutions.

Partake Foods

Series A in 2021
Partake Foods, Inc. is a food company that specializes in the production and sale of allergy-friendly cookies. Founded in 2016 and headquartered in Jersey City, New Jersey, the company offers a diverse range of products, including nut-free, gluten-free, and vegan cookies. Its offerings feature various flavors such as sprouted grain chocolate chip, double chocolate chip, sweet potato millet, carrot oat, and birthday cake mini cookies. Partake Foods is committed to providing non-genetically modified and kosher options, catering to health-conscious consumers and families seeking safe snack alternatives. The company's products are available for purchase online, emphasizing accessibility for customers looking for healthy, allergen-free snacks.

Nutpods

Private Equity Round in 2019
Nutpods is a consumer goods company that specializes in dairy-free creamers and alternative milks, catering to health-conscious individuals and those adhering to a plant-based lifestyle. The company’s products, made from almonds, oats, and MCT-rich coconuts, provide a vegan and cruelty-free option for coffee, tea, and other beverages. Nutpods has garnered a dedicated following, particularly among consumers participating in wellness programs such as Whole30, establishing itself as a prominent player in the market for alternative creamers.

Cali'flour Foods

Private Equity Round in 2019
Cali'flour Foods, LLC is a manufacturer and seller of vegetable-based pizza crusts, primarily focusing on cauliflower products. Founded in 2015 and headquartered in Chico, California, the company offers a diverse range of items, including traditional and plant-based pizza crusts, cauliflower thins and crackers, flatbreads, and pasta made from cauliflower and yellow lentils in various shapes such as penne, rotini, and spaghetti. Additionally, Cali'flour Foods provides meal replacement kits, variety bundles, and cookbook bundles through its online portal, where customers can also access nutrition facts and recipes. The company distributes its products across the United States and Canada and offers branded merchandise, including bags and apparel, as well as The Clean Switch recipe book, catering to health-conscious consumers looking for alternatives to traditional food options.

HUM Nutrition

Series B in 2019
HUM Nutrition Inc is a manufacturer and retailer of vitamins and supplements focused on beauty and wellness, specifically targeting skin, hair, nails, and weight loss. Founded in 2012 and based in West Hollywood, California, the company offers a range of products designed to address issues such as dry skin, anti-aging, blemishes, and detoxification. HUM Nutrition emphasizes the use of clean, natural ingredients that are rigorously tested for potency and purity. The company also provides an online platform that connects consumers with nutrition experts, allowing customers to access personalized guidance and high-quality nutritional products. This approach has garnered popularity among both consumers and nutritionists.

Wild Friends

Seed Round in 2018
Wild Friends Foods, Inc. is a Portland, Oregon-based company founded in 2011 that specializes in producing and selling non-GMO nut and seed butters, as well as nut butter-based breakfast items. The company offers a range of products, including peanut and almond butters, and is known for its innovative Nut Butter Oats, which are among the first of their kind in the market. Wild Friends emphasizes clean label practices, ensuring that their products are free from emulsifiers and made with high-quality ingredients. The company distributes its products through grocery stores across the United States and also sells items online, including apparel. Wild Friends aims to enhance the nutritional value and taste of traditional foods while promoting sustainability and supporting its partners and employees.

Liquid I.V

Series B in 2018
Liquid I.V utilizes Cellular Transport Technology (CTT), which is utilized in all of our products, is based on an optimal ratio of ingredients designed to enhance rapid absorption of water and other nutrients into your body. CTT® is a delivery system designed to enhance rapid absorption of water and key ingredients into your body, helping you feel better, faster. Liquid I.V was established in 2012 by Brandin Cohen in Marina Del Rey, California.

Pop & Bottle

Venture Round in 2018
Pop & Bottle, Inc. is a beverage company based in San Francisco, California, that specializes in producing oat milk lattes and flavored almond beverages. Established in 2014, the company focuses on creating delicious, plant-based drinks made from pure, organic ingredients. Pop & Bottle's products are crafted using cold-pressed almond milk and feature a variety of flavors that are free from dairy, emulsifiers, thickeners, and refined sugars. The company sells its offerings through various retail outlets as well as its online platform, providing customers with convenient access to wholesome and tasty milk alternatives.

Nutpods

Venture Round in 2017
Nutpods is a consumer goods company that specializes in dairy-free creamers and alternative milks, catering to health-conscious individuals and those adhering to a plant-based lifestyle. The company’s products, made from almonds, oats, and MCT-rich coconuts, provide a vegan and cruelty-free option for coffee, tea, and other beverages. Nutpods has garnered a dedicated following, particularly among consumers participating in wellness programs such as Whole30, establishing itself as a prominent player in the market for alternative creamers.

HUM Nutrition

Series A in 2017
HUM Nutrition Inc is a manufacturer and retailer of vitamins and supplements focused on beauty and wellness, specifically targeting skin, hair, nails, and weight loss. Founded in 2012 and based in West Hollywood, California, the company offers a range of products designed to address issues such as dry skin, anti-aging, blemishes, and detoxification. HUM Nutrition emphasizes the use of clean, natural ingredients that are rigorously tested for potency and purity. The company also provides an online platform that connects consumers with nutrition experts, allowing customers to access personalized guidance and high-quality nutritional products. This approach has garnered popularity among both consumers and nutritionists.

Barnana

Venture Round in 2017
Barnana is a pioneering snack company specializing in organic, minimally processed banana snacks. Their products, including Original, Chocolate, Coconut, and Peanut Butter Banana Bites, are made from sustainably grown South American bananas with no additives or preservatives. Barnana's offerings are naturally sweet, gluten-free, and packed with potassium, fiber, and over 20 vitamins and minerals. They are available nationwide in stores like Whole Foods, Safeway, and Sprouts. By upcycling previously wasted bananas, Barnana helps reduce food waste and carbon footprint in the agriculture industry.

Rhythm Superfoods

Series D in 2017
Rhythm Superfoods, LLC is a natural food brand based in Austin, Texas, that specializes in producing and selling healthy snacks. Founded in 2009, the company offers a variety of products, including Kale Chips, Beet Chips, and Broccoli Bites, all of which are rich in essential nutrients such as antioxidants, carotenoids, calcium, and fiber. Rhythm Superfoods markets its products online and distributes them through retail outlets and grocery stores across the United States and Canada, catering to health-conscious consumers seeking nutritious snack options.

Nutpods

Series A in 2016
Nutpods is a consumer goods company that specializes in dairy-free creamers and alternative milks, catering to health-conscious individuals and those adhering to a plant-based lifestyle. The company’s products, made from almonds, oats, and MCT-rich coconuts, provide a vegan and cruelty-free option for coffee, tea, and other beverages. Nutpods has garnered a dedicated following, particularly among consumers participating in wellness programs such as Whole30, establishing itself as a prominent player in the market for alternative creamers.

Rebbl

Series D in 2016
Rebbl Inc. is a California-based company founded in 2011 that specializes in the production and sale of plant-based beverages, particularly elixirs and tonics. The company focuses on crafting high-quality super herb drinks made from a variety of natural ingredients, including roots, extracts, berries, bark, and leaves. Rebbl's product line includes unique flavors such as dark chocolate, vanilla, and salted caramel, designed to provide nourishment and promote wellness. By utilizing revered traditional wellness plants and adaptogens, Rebbl aims to help consumers maintain a balanced and healthy lifestyle. The company's products are available through various retail outlets.

Bitty Foods

Venture Round in 2016
Bitty Foods, LLC, founded in 2013 and based in San Francisco, California, specializes in producing bakery products made from cricket flour. The company dry roasts and mills crickets into a nutty-flavored powder, which serves as a protein-rich ingredient in a variety of baked goods, including cookies, pancakes, and energy bars. By integrating edible insects into its offerings, Bitty Foods aims to introduce a sustainable and nutritious source of protein into the American diet, appealing to consumers seeking innovative and health-conscious food options.

B'more Organic

Venture Round in 2016
B'more Organic is an organic food company specializing in Icelandic-style yogurt, particularly skyr. The company focuses on producing healthy dairy products, including skim milk-based smoothies, that emphasize a favorable ratio of protein to carbohydrates. Grounded in principles of sustainable farming, B'more Organic is committed to local, family-owned agricultural practices, translating their dedication to healthy living and environmental stewardship into their product offerings. Their range of easy-to-consume, great-tasting organic foods is designed to cater to health-conscious consumers seeking dairy-based options that are high in protein, fat-free, and free from added sugars.

Rebbl

Seed Round in 2016
Rebbl Inc. is a California-based company founded in 2011 that specializes in the production and sale of plant-based beverages, particularly elixirs and tonics. The company focuses on crafting high-quality super herb drinks made from a variety of natural ingredients, including roots, extracts, berries, bark, and leaves. Rebbl's product line includes unique flavors such as dark chocolate, vanilla, and salted caramel, designed to provide nourishment and promote wellness. By utilizing revered traditional wellness plants and adaptogens, Rebbl aims to help consumers maintain a balanced and healthy lifestyle. The company's products are available through various retail outlets.

Rhythm Superfoods

Series C in 2016
Rhythm Superfoods, LLC is a natural food brand based in Austin, Texas, that specializes in producing and selling healthy snacks. Founded in 2009, the company offers a variety of products, including Kale Chips, Beet Chips, and Broccoli Bites, all of which are rich in essential nutrients such as antioxidants, carotenoids, calcium, and fiber. Rhythm Superfoods markets its products online and distributes them through retail outlets and grocery stores across the United States and Canada, catering to health-conscious consumers seeking nutritious snack options.

Hail Merry

Venture Round in 2015
Hail Merry LLC is a manufacturer and retailer of raw, vegan, and gluten-free snack products, established in 2006 and based in Dallas, Texas. The company offers a diverse range of snacks, including tarts, macaroons, grawnola, nuts and seeds, all crafted from pure, consciously sourced ingredients. Hail Merry emphasizes the benefits of plant-based dietary fats, particularly raw nuts and organic virgin coconut oil, which contribute to the flavor and health benefits of their products. Their snacks are low-temperature dehydrated to preserve the integrity of these ingredients, ensuring freshness and a superior taste experience. Hail Merry's products are available through retail stores in the United States, Canada, and the United Kingdom, as well as online, catering to consumers seeking guilt-free, healthy snacking options that are grain-free, gluten-free, dairy-free, non-GMO, vegan, and kosher certified.

SmartyPants Vitamins

Venture Round in 2015
SmartyPants Vitamins, Inc. develops, markets, and distributes GMO-free gummy vitamins and supplements for both children and adults. The company offers a variety of products, including all-in-one gummy vitamins that combine multivitamins, omega-3, and vitamin D into a single serving. Its product line includes prebiotic formulas to support digestive and immune health, as well as tailored supplements for toddlers, teens, and pets, covering various life stages and dietary needs. Established in 2009 and headquartered in Venice, California, SmartyPants Vitamins ensures that its products are available both in retail stores and online, catering to a broad audience seeking convenient and health-focused vitamin solutions.

Wilde Brands

Venture Round in 2015
Wilde Brands Inc. is a manufacturer based in Boulder, Colorado, specializing in whole food and nutrient-dense snacks. Founded in 2014, the company produces a variety of meat-based protein snacks, including protein chips and snack bars. Its product lineup features flavors such as barbeque, buffalo, jalapeno, and salt and vinegar, made from high-quality ingredients like chicken, cassava root, and coconut oil. Wilde Brands focuses on providing nutrient-rich options that cater to health-conscious consumers and meat lovers alike, offering a unique blend of protein and flavor in its snacks.

Green Zebra Grocery

Equity Crowdfunding in 2015
Green Zebra Grocery, Inc. is a Portland, Oregon-based company that operates a chain of healthy convenience food stores known as Fresh Feed. Established in 2012, the company focuses on increasing access to healthy, organic, and local foods by transforming the traditional convenience store model. Green Zebra's small-format stores provide a variety of offerings, including made-from-scratch grab-and-go meals, a full-service coffee bar, beer and wine, and carefully sourced groceries. With an emphasis on convenience and quality, the stores are designed to facilitate quick access to nutritious snacks and meals, catering to communities and workplaces looking for healthier food options.

Protein for Pets

Venture Round in 2015
Protein for Pets is an online pet food retailer based in Anaheim, California, established in 2014. The company specializes in offering a range of natural, protein-based pet food products that are free from wheat, soy, corn, and animal by-products. Their product lineup includes various food types, such as dry, raw, and wet formulations, organized by food types and prices for convenience. Notably, Protein for Pets features a branded line called NAKED, which is designed without fillers and is available in raw frozen, freeze-dried, and kibble forms. This focus on quality ingredients allows pet owners to provide nutritious options for their pets.

SuperEats

Venture Round in 2015
SuperEats is a company focused on providing healthy snacking options to promote overall well-being and happiness. Established in May 2014, SuperEats began its journey in New York City and has since expanded its reach to customers across the United States, Canada, and Japan. The company specializes in producing fast food snacks made from natural ingredients that are high in protein and low in carbohydrates, catering to individuals seeking nutritious and convenient quick bites. SuperEats aims to encourage a healthier lifestyle by offering products that align with their mission of enhancing both physical health and overall happiness. Their commitment to healthy living extends from their company culture to the items they offer customers.

Ruby's Rockets

Venture Round in 2015
Ruby Rockets specializes in producing non-GMO snack foods, particularly non-dairy frozen fruit and vegetable pops. The company aims to transform the snack and grab-and-go food categories for children and families by offering healthier alternatives. Its product line features eight flavors, including Rock-It Red, Galaxy Green, and Meteorite Mango, all crafted to provide a delicious yet nutritious option. Ruby Rockets emphasizes the use of organic ingredients, ensuring that its offerings are free from added refined sugars, chemicals, and artificial sweeteners. By focusing on accessible and healthy dessert options, the company caters to health-conscious consumers seeking enjoyable snacks for themselves and their families.

Rumble Supershake

Venture Round in 2014
Rumble Supershake is a manufacturer of nutritious beverages aimed at enhancing health and wellness. The company specializes in producing maple health drinks and protein drinks available in a variety of flavors. Each beverage is thoughtfully formulated and enriched with natural ingredients, including organic maple syrup, tapioca dextrin, healthy saturated fats, antioxidants, and fiber. By focusing on high-quality components, Rumble Supershake aims to support individuals in maintaining an active and healthy lifestyle.

Cooksimple

Venture Round in 2014
Cooksimple, LLC is a company based in Red Lodge, Montana, that specializes in meal starters designed for healthy home cooking. Its product line includes a variety of options such as cowboy chili, cranberry wild rice, Punjabi coconut curry, skillet lasagna, tamale pie, white bean Santa Fe chili, Alaskan salmon patty, New Orleans jambalaya, and Tibetan dal. By offering these meal starters, Cooksimple aims to address the rising concerns of poor diet, nutrition, and obesity in the United States, simplifying the process of preparing nutritious meals at home. The company distributes its products both through retail stores nationwide and online, striving to alleviate the stress and confusion often associated with healthy cooking.

Whole Life Pet

Venture Round in 2014
Whole Life Pet Products is a manufacturer specializing in pet food designed to promote a natural diet and enhance the health of animals. The company offers a range of freeze-dried, grain-free, gluten-free, and organic pet food items that aim to support healthy digestion, as well as maintain healthy skin and coats in pets. By providing secure and appetizing treats, Whole Life Pet Products enables pet owners to ensure their pets receive nutritious and wholesome food options.

SmartyPants Vitamins

Venture Round in 2014
SmartyPants Vitamins, Inc. develops, markets, and distributes GMO-free gummy vitamins and supplements for both children and adults. The company offers a variety of products, including all-in-one gummy vitamins that combine multivitamins, omega-3, and vitamin D into a single serving. Its product line includes prebiotic formulas to support digestive and immune health, as well as tailored supplements for toddlers, teens, and pets, covering various life stages and dietary needs. Established in 2009 and headquartered in Venice, California, SmartyPants Vitamins ensures that its products are available both in retail stores and online, catering to a broad audience seeking convenient and health-focused vitamin solutions.

SmartyPants Vitamins

Seed Round in 2013
SmartyPants Vitamins, Inc. develops, markets, and distributes GMO-free gummy vitamins and supplements for both children and adults. The company offers a variety of products, including all-in-one gummy vitamins that combine multivitamins, omega-3, and vitamin D into a single serving. Its product line includes prebiotic formulas to support digestive and immune health, as well as tailored supplements for toddlers, teens, and pets, covering various life stages and dietary needs. Established in 2009 and headquartered in Venice, California, SmartyPants Vitamins ensures that its products are available both in retail stores and online, catering to a broad audience seeking convenient and health-focused vitamin solutions.
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