Kevin Hart\u2019s plant-based nutrition company has received new funding.<\/p>\n
In 2022, Hart founded VitaHustle, a plant-based nutrition company that offers an all-in-one protein wellness<\/a> shake. VitaHustle\u2019s tagline is \u201cDaily Nutrition Simplified\u201d and promises its customers that its offerings will support wellness, gut health, energy, and weight management.<\/p>\n The company\u2019s product contains 20 grams of plant protein. It is made with ashwagandha, multivitamins, adaptogens, probiotics, and digestive enzymes, according to<\/a> its website. It comes in a variety of flavors, including vanilla, chocolate, strawberry, and cookies-and-cream.<\/p>\n \u201cKevin Hart passionately believes that everyone should have the right to eat right. VitaHustle presents The One, a targeted blend of 86 premium superfoods that unlock your peak mental<\/a> and physical performance. It\u2019s all built up to this. We put in years of work,\u201d\u00a0he said in a video shared<\/a> on Facebook.<\/p>\n The company exists during a time when the global health<\/a> and wellness market is thriving. In fact, the market is projected to reach $1 trillion in 2026, according to<\/a> a press release. As VitaHustle aims to continue capturing a share of the industry\u2019s continued growth, it has secured funding<\/a> from Axum Capital Partners (Axum), a Charlotte-based private equity firm co-founded by former NFL<\/a> wide receiver for the Carolina Panthers and Chicago Bears Muhsin Muhammad, per<\/a> a separate press release. The firm invests in \u201cfast-growing\u00a0health\u00a0and\u00a0wellness\u2013oriented\u00a0food\u00a0and\u00a0beverage\u00a0companies,\u201d according to<\/a> its website.<\/p>\n Already, VitaHustle has sold more than five million shakes, notes the release. To further its goals of scaling, this new funding will help the company grow brand awareness, improve operations, and create new revenue opportunities, the press release noted.<\/p>\n \u201cBetter-for-you food and beverage isn\u2019t just a passing trend \u2014 it\u2019s becoming a core part of how consumers think about their health and lifestyle,\u201d said Muhammad in the release. \u201cAs an athlete, I saw firsthand how nutrition impacts performance, recovery, and long-term health, which is why this space is deeply personal to me. We\u2019re excited to tap into our network of industry experts, advisors, athletes, and cultural leaders to help accelerate VitaHustle\u2019s growth.\u201d<\/p>\n VitaHustle CEO James McPhail added:<\/p>\n \u201cWe\u2019re excited to partner with Axum at this important stage of VitaHustle\u2019s growth. This was about much more than capital \u2014 we wanted a partner that understands where the health and wellness market is headed and can help us scale thoughtfully and strategically. Axum\u2019s deep experience in the category, combined with its ability to connect strategy, culture, and execution, made it the right fit as we continue expanding the platform and reaching more consumers.\u201d<\/p>\n\n<\/blockquote>\n