Ancient Nutrition, which describes itself as the breakthrough pioneer in Bone Broth Protein supplementation that delivers the benefits of homemade bone broth in a convenient, easy-to-mix form, has announced a $103 million strategic minority investment from VMG Partners, Hillhouse Capital, IConIQ Capital, and over 100 members of a co-investor network. The backing is said to be a testament to the future of Ancient Nutrition’s movement towards providing history’s healthiest, real food nutrients to the modern world. This announcement marks the brand’s first investment, which the company says is poised to elevate the current team’s resources and company growth.

Ancient Nutrition was co-founded in 2016 by Jordan Rubin and Dr. Josh Axe. Rubin also founded Garden of Life (recently acquired by Nestlé) and is the New York Times best-selling author of “The Maker’s Diet.” Dr. Axe is also the founder of DrAxe.com, with over 17 million unique visitors per month, and Axe Wellness, #35 on the 2017 Inc. 5000 list. Ancient Nutrition believes the human body was built for high performance and that in the modern world consumers are often disconnected from the traditions and nutritional principles that were honoured and celebrated throughout history.

Ancient Nutrition has, it says, quickly become the #2 ranking protein supplement and meal replacement brand in the natural health channel, as defined by SPINS, through its groundbreaking line of Bone Broth Protein, Multi Collagen Protein, Essential Oils, and Keto products, and is driving key paleo, collagen, and grass-fed supplement trends across all channels. The company is also one of the fastest growing brands in protein, collagen, and gut health with a 266% growth CAGR from 2013-2017, and is the largest dollar growth contributor to the category, contributing $10 million, which represents in excess of 40% of the total category growth.

“Our mission at Ancient Nutrition is to deliver real food and nutritional products that are formulated to provide ancient nutrients in a modern, convenient form,” said Dr. Josh Axe, Co-Founder of Ancient Nutrition. “The resulting products fuel the body and mind, restoring us to the health, strength, and vitality of our ancestors by delivering wholesome, clean ingredients.”

“VMG Partners is thrilled to partner with Jordan, Dr. Axe, and the phenomenal team they have built to deliver on a shared vision for the future of real food nutrition led by Ancient Nutrition,” said Jon Marshall, Vice President at VMG Partners. “The brand resonates so strongly with consumers who are actively seeking food that powers, as well as heals our bodies and overall well-being, and we are honored to be involved in the brands continued growth and success.”

“We are completely blown away by the caliber of the Ancient Pioneers co-investor network and the expertise and enthusiasm that this group brings to the table,” said Wayne Wu, Managing Director and Partner at VMG Partners. “At VMG, we are passionate about building community and driving thought leadership in the emerging brand space. This truly remarkable group of more than 100 incredible individual co-investors joining together to support Ancient Nutrition is a testament to this community we are building that supports entrepreneurs and the emerging brand ecosystem as a whole."