Dive Brief:
- Nutrabolt has increased its investment in supplement and beverage brand Bloom Nutrition to about $210 million, the company said Tuesday.
- The new investment totals about $160 million, and a spokesperson declined to share the size of its new stake in Bloom. The manufacturer behind the C4 Energy drink first invested in Bloom in 2024 when it spent $50 million for a 20% minority stake.
- The latest deal strengthens Nutrabolt's portfolio and allows the company to pursue new product platforms, per the release. It also deepens Bloom's ties with Keurig Dr Pepper, which is a backer of Nutrabolt and has aimed to expand its presence in energy drinks.
Dive Insight:
The latest investment in Bloom not only expands wellness opportunities for Nutrabolt but also for Keurig Dr Pepper, which has partnered with both companies.
Keurig Dr Pepper took a 30% stake in Nutrabolt in 2022, and since then has expanded distribution of its C4 and Xtend Energy beverages. Adding Bloom to the mix has allowed Nutrabolt and Keurig Dr Pepper to expand its health and wellness portfolio by entering new categories and usage occasions.
In 2024, Keurig Dr Pepper and Bloom inked a sales and distribution deal for Bloom’s ready-to-drink energy beverages in a bid to attract more female consumers. Keurig Dr Pepper “continues to play a valued role in Bloom’s retail strategy,” Nutrabolt said.
Following Nutrabolt’s latest investment, Bloom founders Mari Llewellyn and Gregory LaVecchia will continue to lead the brand’s strategic vision and collaborate closely with Nutrabolt, according to the release.
A Nutrabolt spokesperson said the investment “underscores our commitment to supporting Bloom's growth and expanding its impact in the wellness space well into the future.” Nutrabolt is projected to exceed $1 billion in consolidated annual revenue, the company said.
During the past year, Bloom has expanded outside the green and superfood powders it's known for by introducing better-for-you sodas, energy drinks and gummies.
Nutrabolt and Bloom collaborated on Bloom Sparkling Energy, an energy drink that launched in 2024 and expanded to nationwide distribution earlier this year. The "meteoric success" of the energy drinks proved to Nutrabolt that its "investment thesis paid off," according to the release, opening the path to greater collaboration.
The energy category, which is expected to reach $125 billion by 2030, has been a point of growth for Keurig Dr Pepper and other beverage companies.
PepsiCo recently increased its stake in energy drink maker Celsius, which also owns Alani Nu.
Beer makers have also entered the space, including Anheuser-Busch, which announced that it partnered with sports nutrition and supplements company 1st Phorm to launch energy drinks. Molson Coors recently increased its ownership in Zoa energy drinks.
