Adding fuel. Swedish sports nutrition company Maurten, maker of easy-to-digest performance supplements, secured €20M in a round led by international growth equity firm IRIS Ventures.
With just six ingredients, Maurten’s patented, carbohydrate-rich energy gels are designed for rapid absorption.
Growing ~120% annually, the brand also sells drink mixes and solids, and plans to invest funds in womens’ research and product development.
Niche nutrition. As endurance sports grow, companies are redesigning fueling supps like electrolytes and gels — delivering cleaner, GI-friendly solutions to health-conscious athletes.
Publicly listed in London, SiS’s (Science in Sport) isotonic energy gels can be absorbed without water, making for easy mid-sport fuel.
Colorado-based Skratch Labs, which recently expanded to Europe, offers chews, bars, and drink mixes.
One-upping 5-hour Energy, Ketone IQ makes sugar- and caffeine-free energy shots for high-performance.
Opting for au naturel sources, UnTapped turns to pure maple syrup, while Honey Stinger borrows from bees.
Punchline: All-in on R&D, Maurten is investing in science to give endurance athletes what they need. Getting specific, it’s poised for success in an evolving supplement category.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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