### Dive Brief:
- Nutrabolt has increased its investment in supplement and beverage brand Bloom Nutrition to about $210 million, the company said Tuesday.
- The new investment totals about $160 million, and a spokesperson declined to share the size of its new stake in Bloom. The manufacturer behind the C4 Energy drink first invested in Bloom in 2024 when it spent $50 million for a 20% minority stake.
- The latest deal strengthens Nutrabolt’s portfolio and allows the company to pursue new product platforms, per the release. It also deepens Bloom’s ties with Keurig Dr Pepper, which is a backer of Nutrabolt and has aimed to expand its presence in energy drinks.
### Dive Insight:
The latest investment in Bloom not only expands wellness opportunities for Nutrabolt but also for Keurig Dr Pepper, which has partnered with both companies.Keurig Dr pepper took a 30% stake in Nutrabolt in 202
Nutrabolt Expands Investment in Bloom with Acquisition Plans
Nutrabolt, the company behind C4 Energy and Cellucor, is deepening its partnership with wellness brand Bloom, with plans to acquire the company. This move follows the triumphant launch and nationwide expansion of Bloom sparkling Energy in 2024,an energy drink developed through collaboration between the two companies.
Bloom has been broadening its product line beyond its initial focus on green and superfood powders, now offering better-for-you sodas, energy drinks, and gummies. The “meteoric success” of the Bloom Sparkling Energy drink validated Nutrabolt’s investment strategy, according to a company press release.
The energy drink market is experiencing critically important growth, projected to reach $125 billion by 2030 according to Grand View Research. This growth has attracted attention from major beverage companies, including Keurig Dr Pepper and PepsiCo. PepsiCo recently increased its stake in Celsius, which also owns Alani Nu.
Othre beverage companies are also entering the energy drink space.Anheuser-Busch has partnered with 1st Phorm to launch energy drinks, and Molson Coors has increased its ownership in Zoa energy drinks.