Feel closes a $6.2m Series A round, led by Fuel Ventures.Feel, the year-old UK startup that does pure nutritional supplements has just closed a $6.2 million investment led by Fuel Ventures. Feel's supplements seek to make people healthier, happier and more productive. The round had participation from TMT Investments, Sova VC, Richard Longhurst (founder of LoveHoney.com) and Igor Ryabenkiy (founder and GP of Altair Capital).

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Boris Hodakel, the founder of Feel says he spun his startup up after looking at the UK’s big health and retail brands including Graze, Tesco, Bulk Powders and Simba Sleep.

What is Feel?

Feel's supplements seek to make people healthier, happier and more productive by reinventing the multivitamin industry. They are an alternative to the industry-standard multivitamins currently on the market.

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In many ways Feel's supplements have taken elements of Graze, especially with the post-box-friendly box and with the range of subscription packages. However, Boris suggests this is basically ‘Graze nuts, but for supplements.’

Feel put the consumer first by creating the cleanest vitamin. Feel utilise the highest quality natural ingredients to create the multivitamins. 

Feel's supplements are backed by science, their senior medical board and extensive research have sifted through thousands of studies to arrive at the perfect formulation that continues to improve on an ongoing basis.

Feel's supplements are free from additives. Feel's supplements are non-GMO, vegetarian and vegan friendly. Their products contain no fillers, bulking agents or colourants.

What is the Feel model?

Feel's supplements have a direct-to-consumer subscription model, and is claiming a 60x growth in its first year and over 21,000 active subscriptions.

The benefit and differentiator of Feel is that the company provides higher grade supplements to consumers which typically are relatively high cost to produce, yet the company manages to keep costs down for consumers via their direct-to-consumer model.

Boris Hodakel, founder and CEO of Feel said: “Not all vitamins are created equal and the majority you find on retail shelves have a dirty formula that is difficult to absorb by the body, missing natural elements. We’re the cleanest alternative in the market – backed up by science –  and continually invest in making our formulas as effective as possible while still affordable.”

Boris Hodakel says Feel came as a result of having a skin problem, and supplements were part of his health routine, but “the aha moment” happened he realized how many fillers were in normal supplements. “All our formulas are researched and formulated in-house, and we keep updating them, like our flagship multivitamin in just two years is already in its 3rd version.”

Mark Pearson, managing partner at Fuel Ventures added: “The growth and the expansion of Feel’s product line present a really exciting time for Feel and we are supporting them in becoming a significant disruptor to the health supplement market.” 

Alexander Chikunov, Partner at Sova VC added, “Feel is in the process of disrupting consumer habits around vitamin intake, and changing a marketplace worth $144bn by providing its customers with top-quality products, combined with flawless and friendly service.”

If you are an entrepreneur looking for investment, please apply here or email your deck at alexb@fuel.ventures or reach out to me on LinkedIn.

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