ITV PLC (LSE:ITV) (LSE:ITV) said it is investing in Feel Holdings Ltd, a nutritional supplements start-up, through a subscription for up to £3mln convertible loan notes in three tranches.
Feel, founded by entrepreneur Boris Hodakel, is on a mission to clean up and disrupt the dietary supplements space, the FTSE-100 broadcaster said in a statement.
“Operating on a direct-to-consumer subscription model, Feel's science-led approach in developing innovative products with potent ingredients and no additives, resonates with the modern consumer, resulting in significant growth in the past 12 months. The company now aims to expand its product range into other nutrition verticals while growing its London-based team,” ITV said.
Feel will start its tailored media campaign across ITV's channels later this year, it added.
The start-up recently announced an equity partnership with singer and TV personality Cheryl, who is working closely with the brand on its future products.
Feel is the fourth media investment by the broadcaster’s new venture capital arm, ITV AdVentures Invest, which has previously invested in the location app what3words, the online menswear brand Spoke and the household bills saving platform ismybillfair.
Niko Waesche, fund manager of AdVentures Invest, said: "From the moment we met Boris and the Feel team, we realised their commitment to creating accessible and top-quality nutritional supplements coupled with a first-rate consumer experience. As an innovative, digital consumer brand at scale-up stage, it's a perfect fit for ITV's investment, and we look forward to helping Feel grow through the power of TV advertising."