Supplements startup gains £3m investment from ITV

By Nikki Hancocks

- Last updated on GMT

Supplements startup gains £3m investment from ITV

Related tags Startup company Investment

Online supplements startup Feel has gained £3m investment from the major UK television network ITV.

Launched in June 2019, ‘Feel’ is a direct-to-consumer supplement company selling highly bioavailable, transparent, locally produced, filler-free supplements.

Operating on a subscription model, the startup has enjoyed significant growth in the past 12 months and now aims to expand its product range and grow its London-based team.

Providing a huge boost to this mission, ITV has agreed to subscribe for up to £3m convertible loan notes in Feel Holdings Limited allowing the growing business to commence a tailored media campaign across ITV’s channels later this year.     

Feel’s Founder and CEO Boris Hodakel said: “To achieve our next stage of development, we looked for a leading media partner with a trusted brand and the broadest commercial reach in the UK. We are not here to create a brand for a select few; we want everyone in the UK to be able to benefit from our science-based nutritional supplements.”

The investment follows the recent announcement of Feel’s equity partnership with singer and TV personality Cheryl, who is working closely with the brand on its future products.

The Feel range includes: 'All-rounder' multivitamin offering 13 vitamins, 10 minerals, seven phytonutrients, Alpha Lipoic Acid and L-Glutamine; 'Beauty probiotic+' with probiotic strains, hyalauronic acid, bamboo extract, alfalfa, aloe vera, bilberry, and pine bark extract; 'Algae Omega-3' with 300mg of DHA and 150mg of EPA; 'Cognition' with choline, rhodiola, panax ginseng, B-vits, rosemary and sage; 'Immunity' with Lactobacillus Acidophilus,​ beta glucans, acerola cherry, allicin from garlic, reishi mushroom and more; and 'Digestion' featuring science-backed digestive enzymes and herbs.

The entrepreneur claims Feel is one of the only companies in the UK to be UKAS lab tested.

“Getting your products tested costs £2,500 each time and so many companies don’t do it.

“We also ensure our manufacturers get their ingredients tested to ensure the ingredient that ends up in our capsule has the same dose of active ingredient that we expect.”

Launched earlier this year, ITV AdVentures Invest is building a diversified portfolio of high-growth and innovative brands, having previously invested in the location app what3words, the online menswear brand Spoke and the household bills saving platform ismybillfair.

Niko Waesche, Fund Manager of ITV AdVentures Invest, said: “From the moment we met Boris and the Feel team, we realised their commitment to creating accessible and top-quality nutritional supplements coupled with a first-rate consumer experience. As an innovative, digital consumer brand at scale-up stage, it’s a perfect fit for ITV’s investment, and we look forward to helping Feel grow through the power of TV advertising.”

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