More investor money flows into supplement personalization company Persona

05-Dec-2018 - Last updated on 05-Dec-2018 at 16:48 GMT

Private investment company Emil Capital led a Series A1 round for personalized nutrition start-up Persona, closing up the latest funding round with an undisclosed sum.

Persona, founded last year with the name Vitamin Packs, is a company that sends subscribers packs of supplements personalized according to the subscriber’s lifestyle questionnaire responses.

It differentiates itself from other lifestyle-based personalized nutrition companies by accounting for possible drug interactions in its intake questionnaire. Supplements in its line range from pre-natal to multivitamins to botanicals.

The company will use the new funding to support the its production expansion and accelerate product development with an estimated 40 new proprietary dietary supplements in the works, including a new turmeric plus omega-3 all-in-one supplement and a time-released sleep support program, it said in a press release.

Also leading the round was existing investor L Catterton, which bills itself as the largest consumer-focused private equity firm in the world. In addition, Persona announced a partnership with Silicon Valley Bank, which has provided a long-term debt facility to support the company's growth.

"We are excited to receive new funding from Emil Capital and additional financial support from L Catterton. Emil Capital and L Catterton are two well-respected and admired financial and operational partners and we look forward to working together as we grow and expand the business," said Jason Brown, Founder and CEO of Persona.

"We have built a business from a figment of my imagination into a flourishing program, delivering personalized nutrition to health-conscious consumers in all 50 states within our first 12 months of ecommerce. Persona's success is a result of the dedication and confidence of our medical advisory board, investors and team. Our customers are looking for valid customized nutritional products that are built on science, safety and a commitment to ongoing personalized wellness support."

Founding partner and CEO of Emil Capital Andreas Guldin said: "We pride ourselves in identifying high-potential businesses that deliver exceptional experiences to customers and are excited to invest in Persona's personalized nutrition program as it embodies the foundation of our business and expectations of today's consumer.”