Ancient Nutrition, a company best known for its bone broth-based protein supplement powder, just snagged a $103 million investment. The boost in funding shows that the market for supplements—especially ones that are “natural”—is still booming.
The funding round was led by private equity firm VMG partners along with Hillhouse Capital and Iconiq Capital. It also included participation from over 100 current and former players in craft food companies such as Noosa Yogurt, The Honest Company, and Stone Brewing.
The company’s main product is powdered bone broth, a trending meal supplement (which is essentially broth) sipped by health fiends and hipsters alike. Bone broth has particular appeal to people on the ketogenic diet, who believe that we should be eating more like our ancestors: high fat, lots of protein, and minimal carbs.
The rising popularity of this and other low-carb diets, such as the paleo diet, have led to a higher demand for protein supplements.
Ancient Nutrition also offers bone broth-derived supplements such as protein powder, which comes in flavors like “French Vanilla” and “Greens.”
These can be used in your post-workout smoothies or as a meal replacement, which is another category that has been on the rise lately thanks to veteran Soylent... More...
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