News

BelliWelli secures funding for retail and team expansion

US fibre brand BelliWelli has confirmed a further $10 million series B investment from Invus. The investment will help the company further expand its presence in the US.

The latest round of investment will help the company both grow its team and expand its developing footprint in larger scale grocery spaces, including a move to dedicated retail spaces at Walmart stores.

The company has also said that moving forward it may broaden its format offerings beyond its existing drink powder and snack bar.

Invus is a longer-term investment partner

Invus is an evergreen investment company that focuses on food, beauty, and wellness spaces. It has been a long-term investment partner, having led a series A investment valued at $15.4 million back in March of this year.

BelliWelli has been rapidly expanding in the US market, on the back of a growing interest in the important role of fibre in gut health and its impact on overall health and wellbeing.

The company first launched in 2021 and has since witnessed unprecedented growth under the guidance of CEO and co-founder Katie Wilson who saw the gap in the market for probiotic high-fibre snacks.

Inspired by her own struggles with gut health issues, Wilson launched the company alongside her husband, Nick Wilson, and business partner Tyson Woeste, aiming to provide solutions that help the gut heal from the inside out.

BelliWelli stood out by going viral on TikTok

In a sea of gut health claims from a growing number of new-to-market brands, BelliWelli has been able to stand out by appealing to Gen Z consumers on TikTok. This summer the company went viral on the social media platform, causing it to sell out at Walmart stores as sales climbed exponentially.

BelliWelli claims that it has shunned conventional advertising, preferring to focus its marketing and branding efforts on TikTok, where it is continuing to broaden its footprint. In recent months the company has been particularly active on livestream selling, encouraging viewers to switch out their usual fibre brand in favour of trying out BelliWelli’s options.

The BelliWelli product line-up includes its highly popular powders and snack bars, marketed with a fun approach that features vibrant colours and unusual ingredients and flavours. Reflecting this, the snack bar options include strawberry shortbread and birthday cake, while the powders come in ten flavours, including wild berry and orange mandarin yuzu.

The product lineup targets the growing number of individuals in developed countries who say they suffer from digestive issues. According to the American Gastroenterological Association, an estimated 60 – 70 million individuals nationwide are thought to suffer digestive issues.

BelliWelli has made big strides in less than three years

BelliWelli achieved a three-figure growth rate in its first year due to the popularity of its plant-based fibre bars that are gluten-free, vegan, and certified low-FODMAP.

Through a series of funding, the company has continued to record strong growth and is now set to reach new heights thanks to the latest investment round.

Back in April of this year, the company announced its most significant expansion to date when it secured shelf space across 1,022 Walmart locations throughout the US.

"Expanding BelliWelli into Walmart stores is an exciting moment as it marks a significant milestone for us as trailblazers in the wellness industry," said Katie Wilson. "This expansion not only brings our product line to new retail horizons, but it allows us to expand the conversation and change perceptions around gut health itself."

The company is riding a wave of strong growth in the fibre supplements market, with Introspective Market Research estimating that the global market is currently growing at a fraction under 7% annually, which means it will reach a value of $7.71 billion by 2032.