MINNEAPOLIS — So Good So You, a maker of premium refrigerated health shots, has closed a $14.5 million funding round led by Prelude Growth Partners.
So Good So You plans to use the new capital to expand its national reach in-store and through e-commerce and to support new product development.
Founded in 2014 by Rita Katona and her husband Eric Hall, So Good So You offers plant-based functional beverages that are cold-pressed and designed to support functions including immunity, energy, sleep and beauty. Each of the brands juice shots is made with USDA certified organic, Non-GMO Project verified ingredients and contains one billion CFUs of probiotics. So Good So You wellness shots are available in more than 4,500 stores in 47 states, including Target, Publix, Sprouts Farmers Market and Safeway.
“The wellness shot category is growing exponentially due to consumers’ rising demand for convenient, functional product offerings with clean, plant-based ingredients,” said Neda Daneshzadeh, co-founder and managing partner of Prelude Growth Partners. “The differentiated taste profile of So Good So You appeals to everyday Americans who are looking for functional wellness. Our proprietary consumer research indicates So Good So You resonates deeply with millennials and has the highest repeat rate in the industry driven by its delicious and nutrition-rich products. We are thrilled to support a female-owned business, and we look forward to partnering with Rita, Eric and the management team as they continue to launch their innovation pipeline and develop So Good So You into an iconic, powerhouse brand.”
Both Ms. Daneshzadeh and Alicia Sontag, co-founder and managing partner of Prelude Growth Partners, will join the So Good So You board.
“We’re proud to welcome Prelude Growth Partners to the So Good So You community,” Ms. Katona said. “We’re fortunate to have found partners that believe so deeply in our product and more importantly, in our mission to do good for both people and the planet. Customers have fully embraced the importance of proactively managing their health, and with this new investment, our category-leading shots have an opportunity to help more people nationwide.”
So Good So You manufactures its beverages in a 100% renewable energy-powered, zero-waste manufacturing facility in Minneapolis. Additionally, So Good So You products come in BtrBtl packaging, which has a proprietary additive that allows it to biodegrade in landfills at an accelerated rate without leaving microplastic fragments behind.
Prelude Growth, based in New York City, is a growth investor focused on providing capital and value-added support to consumer brands. Along with So Good So You, the company’s current investments include Banza, 8Greens and Sol de Janeiro.