American functional foods start-ups HVMN raises US$5.5m to advance research in ketogenic foods

US – San Francisco-based keto brand, Health Via Modern Nutrition (HVMN), previously known as Nootrobox has announced a new $5.5 million funding round.

According to a FoodBev report, HVMN will use the funds to accelerate research and development of nutrition technologies and products across the spectrum of ketosis.

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Founded in 2014, HVMN offers a range of keto products, including collagen and MCT powders, a newly launched line of bars and a ketone ester drink.

Keto is short for ketogenic, referring to a diet that is low in carbohydrates but high in protein. While originating as a medical diet, it’s popularly associated with weight loss.

HVMN’s brand portfolio also includes a collection of nootropic supplements. Nootropic supplements are reported to help with cognitive enhancement, positively affecting the brain and overall mental clarity.

Investors in HVMN’s new funding round – which brings the total capital raised by the brand to over $8.1 million – include entrepreneur Tony Hsieh, musician Zac Brown, Joe Montana’s Liquid2 Ventures and others.

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Prior to the current round, its most successful financing round was conducted in December 2015, when Andreessen Horowitz led a $2 million venture capital round in the company.

The company’s products have been associated with high perfomance among athletes particularly after it was used by cyclist Vittoria Bussi, who later broke the UCI Hour record in 2018.

HVMN founder and CEO, Michael Brandt, said: “For millions of people, once they try out a keto or low-carb lifestyle, they never look back. They lose weight, their biomarkers improve and they have tons of energy.

“These are the early days of keto, and we’re excited to be leading more people on this journey every day.”

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