Nutrabolt boosts stake in Bloom Nutrition with US$160M investment to expand wellness portfolio
The Austin-based C4 Energy maker deepens its partnership with Bloom and Keurig Dr Pepper to strengthen its wellness beverage strategy.
USA – Austin-based Nutrabolt has increased its investment in Bloom Nutrition, injecting US$160 million into the fast-growing supplement and beverage brand.
This follows its initial US$50 million investment in 2024 for a 20% minority stake, underscoring Nutrabolt’s efforts to expand its presence in the wellness and functional beverage sectors.
The deal will further diversify Nutrabolt’s product portfolio and strengthen its ties with Keurig Dr Pepper, which holds a 30% stake in Nutrabolt. Keurig Dr Pepper has been expanding its presence in the energy and wellness beverage categories and plays a critical role in Bloom’s retail distribution strategy.
Doss Cunningham, CEO of Nutrabolt, said the company sees significant potential in Bloom. “We think we can build an Alani Nu and a Poppi with the Bloom brand,” Cunningham said. “The breadth that we believe this brand can cover is substantial.”
Bloom Nutrition founders Mari Llewellyn and Gregory LaVecchia will continue to lead the company’s strategic direction and work closely with Nutrabolt to accelerate growth. Nutrabolt stated that the investment highlights its commitment to supporting Bloom’s long-term expansion and impact in the wellness space.
Since Keurig Dr Pepper’s 2022 investment in Nutrabolt, it has expanded distribution for C4 and Xtend Energy beverages. Adding Bloom to the mix enables Nutrabolt and Keurig Dr Pepper to broaden their reach in the health and wellness segment, moving into new categories and usage occasions.
In 2024, Keurig Dr Pepper and Bloom signed a sales and distribution agreement for Bloom’s ready-to-drink energy beverages to appeal to more female consumers.
Bloom has grown beyond its signature green and superfood powders over the past year, introducing better-for-you sodas, energy drinks, and gummies.
The company also launched Bloom Sparkling Energy in partnership with Nutrabolt in 2024, which achieved nationwide distribution earlier this year.
The energy drink market is projected to reach US$125 billion by 2030, attracting major beverage and alcohol companies.
PepsiCo increased its stake in Celsius, owner of Alani Nu, while beer makers like Anheuser-Busch and Molson Coors have expanded into energy drinks through partnerships and acquisitions.
Nutrabolt projects that it will exceed US$1 billion in consolidated annual revenue, driven by its expanding beverage and wellness portfolio.
Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
