Plant Based Functional Beverages

Security Type
Crowd SAFE
Consumer Goods & Products
Min Investment
New York, NY
Offering Date
December 02, 2020
Expected Close Date
February 04, 2021
Target Raise
Deal Notes

Discount: 20%

Company Description

Vision Profitable Retail Expansion and Scaling Direct-to-ConsumerThe beverage space is extremely capital intensive and most brands raise a lot of money without ever becoming profitable—primarily due to hiring large, unnecessary teams, and spending way too much on marketing without using data to guide decisions. We Have a Different ApproachWe have a super lean operating teamWe only work with retail partners that don't force brands to pay crazy amounts for shelf spaceWe leverage regional distributors and sales teams that are highly vetted by beverage foundersWe're data driven in our decision makingThe Next 12-18 MonthsFocus on direct-to-consumerProduct line expansion (R&D in process)Deep strategic supply chain partnership (in process)Further reduction in COGSContinued retail expansion with existing partners (Walmart, Kroger, Whole Foods) and new major retailers (i.e. Publix, Meijer, etc).

Key Deal Facts

785,000+ bottles sold to date
800+ retailers including: Whole Foods, Walmart, Kroger, HEB, Erewhon, etc
$4.5M total capital raised from strategic partners in CPG with big exits
Advised by AJ and Gary Vaynerchuk
49% of direct to consumer business is subscription revenue
1,800+ IG stories featuring WellWell, people love the taste and quality!

Management Team / Advisory Board Bios

Sagan Schultz
A medical doctor with an MBA and undergraduate degree in neuroscience. While earning three degrees from NYU, Sagan also spent 10 years in hospitality/wine as a sommelier, most notably at Terroir Tribeca.

Kate Citron
Director of Marketing
Previously at Well+Good, Coveteur, and the New York Post, she has developed marketing for CPG brands like Suja, Quaker Oats, and Bai, along with luxury names like Saint Laurent, Dior, and Gucci.

Larry Praeger
CEO at Dr. Praeger’s Sensible Foods, a nationally recognized natural foods company with 300+ employees.

Michael Chernow
Founder of The Meatball Shop and Seamore’s Restaurants in NYC, Michael is a restaurateur, entrepreneur, TV host, fitness personality, and family-man, dedicated to inspiring the world through positivity, hospitality, and service.

Charlie Sweat
Lead Investor and Board Member
Former CEO of Earthbound Farm (sold to WhiteWave for $600m), investing in plant-based food and beverage companies to leverage industry relationships and operational expertise to catalyze growth.
Profile picture of Collin Hughes
Collin Hughes
NYC-based photographer, he has a penchant for connecting both young and experienced brands to their audience through visual storytelling. Clients include AirBnB, Away, Warby Parker, Nike, Casper, GQ, Ralph Lauren, Harry’s, Google.

AJ Vaynerchuk
Investor / Advisor
AJ is the CEO of VaynerSports and the former Founder and COO of VaynerX. In addition, AJ is also a successful investor having backed companies like Uber, Venmo, Snapchat & more.

Gary Vaynerchuk
Gary Vaynerchuk is a serial entrepreneur, 5x New York Times Best-Selling Author, Chairman of VaynerX, CEO of VaynerMedia, CEO of VaynerSports, and Co-Founder of Empathy Wines.

Othelo Gervacio
Creative Director
A highly sought after artist, Othelo has worked with the likes of Beyoncé, Justin Timberlake, Off-White, Nike, Converse, Gap, Rimowa, and many others.

Greg Fleishman
Co-Founder | CEO | Board Director. Obsessed with furthering CPG brands whose missions are rooted in upgrading personal wellness, planet sustainability, and worker welfare.

Deal Notes

Discount: 20%

Amount Raised : $136,576
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Management Team
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Security Description

An equity crowdfunding specific version of a SAFE used by crowdfunding portal Republic. Upon conversion (if and when that happens), investors may receive special shares with limited rights that do not show up on a company’s cap table. The issuer may roll over and not convert shares at the next financing round causing investors to lose out on some upside.

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