Bio&Me, which is created by The Gut Health Doctor, is a cereal company that produces a range of products including granola, muesli, porridge and live yogurt.
The brand was developed by The Gut Health Doctor, Dr Megan Rossi, BSc, PhD RD, who is a registered dietitian, nutritionist and research fellow at King's College London with an award-winning PhD in gut health.
The company said it would use the funds to fuel an 'ambitious growth strategy' including 'significant innovation in the cereal aisle and beyond'. This will be in a variety of formats, including launching products in different food & beverage categories.
Bio&Me said that last year it had trebled its retail sales to £3m retail and was on track to treble again in 2022. It is the fastest growing cereal brand in the UK, according to Nielsen data (+389%).
Bio&Me lead investor and serial FMCG entrepreneur, Giles Brook, said: “Consumer health and wellness start from within and I firmly believe gut health will eclipse protein as the next global macro consumer trend.
“Bio&Me’s meteoric rise has been driven by Megan and her team bringing that all-important authenticity and validation. The fact we were over-subscribed and closed the investment round within 72 hours is testament to the belief in the category and Bio&Me. Exciting times ahead.”
Dr Megan Rossi, Bio&Me co-founder, said: “We’re delighted that Harry is coming onboard as one of our investors. As a dietitian and a scientist, it’s always been my mission to close the gap on great tasting food that also truly delivers on its health claims. I believe that’s what makes Bio&Me such an exciting proposition for consumers and investors alike.”
Harry Kane said: “As a professional footballer, good nutrition and diet are very important to me. Bio&Me’s growth trajectory has been phenomenal and I’m thrilled to be playing a part in the brand’s next chapter.”