So Good So You secures $14.5m in growth funding

US functional shots brand, So Good So You, has raised $14.5 million in growth funding led by Prelude Growth Partners. 

Founded in 2014, So Good So You offers cold-pressed functional beverages that claim benefits in areas including immune health.

The brand’s juice shots are made with certified-organic, non-GMO ingredients, and contain probiotics to support digestive health.

The company says that it has seen growth of more than 380% in the last 18 months on the back of rising consumer demand for immunity-boosting products. 

So Good So You existing investors also contributed to this capital raise. The brand will use the funds to expand its national footprint in-store and through ecommerce, and to support new product development.

Earlier this year, So Good So You launched BtrBtl, a bottle with a proprietary additive which reportedly allows it to biodegrade in landfills at an accelerated rate.

“The wellness shot category is growing exponentially due to consumers’ rising demand for convenient, functional product offerings with clean, plant-based ingredients,” said Neda Daneshzadeh, co-founder and managing partner, Prelude Growth Partners.

“Our proprietary consumer research indicates So Good So You resonates deeply with millennials and has the highest repeat rate in the industry driven by its delicious and nutrition-rich products.

“We are thrilled to support a female-owned business, and we look forward to partnering with Rita, Eric and the management team as they continue to launch their innovation pipeline and develop So Good So You into an iconic, powerhouse brand.”

Both Daneshzadeh and Prelude Growth Partners co-founder and managing partner, Alicia Sontag, will join the So Good So You board.

Rita Katona, co-founder and board chair, So Good So You, said: “Customers have fully embraced the importance of proactively managing their health, and with this new investment, our category-leading shots have an opportunity to help more people nationwide.”