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November 24, 2020

US keto brand Health Via Modern Nutrition completes new funding round

California-based better-for-you bar maker Health Via Modern Nutrition (HVMN) has received a funding boost.

By Leonie Barrie

US-based better-for-you bar maker Health Via Modern Nutrition (HVMN) has completed a US$5.5m funding round.

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The round brings the total capital raised by the San Francisco ketogenic nutrition products specialist to $8.1m.

Investors this time round include entrepreneur Tony Hsieh, musician Zac Brown and Hollywood agent Will Ward. Liquid2Ventures, run by former San Francisco 49ers American football star Joe Montana, and Silicon Valley and food technology investors also took part.

HVMN, founded in 2014, said the money will be used to accelerate research and development of nutrition technologies and products across the spectrum of ketosis, endogenous and exogenous. 

The company has already launched the HVMN Keto Food Bar, which it said is the first bar developed with “continuous glucose monitoring technology”. 

The bars, primarily sold through the company’s website and via Amazon, have been launched in four flavour variants: Vanilla Shortbread, Chocolate Chunk, Everything Bagel, and Mexican Hot Chocolate.

Geoffrey Woo, the company’s founder and executive chairman, said: “The over-consumption of sugar is destroying American metabolic health and our population is more overweight and more diabetic than ever. 

“These are key co-morbidities associated with poor outcomes with Covid-19. Too many foods are packed with hidden sugar and so many of the ‘healthy’ bars on the market contain an obscene amount of  sugar. HVMN Keto Food Bar solves this problem.”

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Which ingredients are trending in Consumer Packaged Goods in 2022?

Consumers have radically re-thought their priorities in recent years: find out what new trends and needs are arising and how these can be addressed through selecting the right ingredients in product formulations. GlobalData’s report on Trending Ingredients in FMCG offers a deep dive into popular and emerging ingredients across FMCG categories. Gain insights into how positively or negatively consumers perceive these ingredients, appraise the latest product formulations incorporating these ingredients, and learn how to successfully leverage these credentials in NPD and marketing. This report covers:
  • Consumer Trends
  • Ingredients in Food & Drink
  • Ingredients in Beauty & Grooming
  • Ingredients in Household Care
Take a look now to understand which ingredients are impressing consumers, and make them work for your brand.
by GlobalData
Enter your details here to receive your free Report.

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