Create Wellness Raises $20M in Series B Round

Why It Matters

The funding and new product signal creatine’s transition from a niche sports supplement to a broad‑based wellness staple, reshaping the dietary‑supplement landscape. Investors see scalable consumer demand, prompting rapid category expansion and heightened competition.

Key Takeaways

• $20M Series B to fuel retail and product expansion.
• Creatine gummies sold 250M units, 83M servings.
• New Creatine+Electrolytes blends creatine, electrolytes, taurine.
• Distribution expands to Target, Amazon, and company website.
• Backed by Unilever Ventures, Alliance Consumer Growth, Impact Capital.

Pulse Analysis

Creatine, once confined to bodybuilding circles, is undergoing a market renaissance as wellness brands repackage it for everyday consumers. The surge in scientific validation and consumer curiosity has turned the supplement into a versatile ingredient for cognitive focus, hydration and energy support. Create Wellness capitalized on this trend early, pioneering gummy formats that lowered the barrier to entry and drove unprecedented unit sales, positioning the company as a bellwether for functional supplement innovation.

The recent $20 million Series B injection underscores the confidence investors have in scaling a product that now appeals to both athletes and health‑conscious shoppers. Backed by Alliance Consumer Growth, Impact Capital and Unilever Ventures, the capital will fund omnichannel distribution, targeted education campaigns, and next‑generation product development. By leveraging established retail partners like Target and expanding its e‑commerce footprint, Create aims to capture a larger share of the $10 billion U.S. sports‑nutrition market, while its expanded team brings deep expertise in brand building and commercial scaling.

Create’s launch of Creatine + Electrolytes exemplifies strategic product diversification, marrying creatine’s performance benefits with electrolyte balance and taurine for holistic hydration and mental stamina. This hybrid formulation addresses a growing consumer demand for multi‑benefit supplements that simplify daily routines. As the category matures, competitors will likely follow suit, intensifying innovation races. Create’s early mover advantage, robust distribution network, and strong investor backing position it to shape the next phase of supplement consumption, where convenience, science‑backed efficacy, and broad wellness relevance converge.

Deal Summary

Create Wellness announced a $20 million Series B funding round led by Alliance Consumer Growth, with participation from Impact Capital and Unilever Ventures. The capital will be used to expand retail distribution, boost consumer education, and accelerate product innovation, including the launch of a new Creatine + Electrolytes line. The raise highlights the brand's rapid growth since its 2022 founding and its expanding presence in major retailers like Target and Amazon.