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Freeths advises Btomorrow Ventures on its investment in Feel

Advised the national law firm Freeths Btomorrow Venturesthe business venture unit of British American Tobacco, for its investment in Feela digital health startup.

Wellness Feel brand offers a wide range of high quality nutritional products that are driven by science. Feel offers consumers the convenience of a subscription service, ensuring that wellness is just a click away.

The investment will see Feel use a data-first approach designed for user journeys and expand into new markets.

The Freeths legal team was led by business partner Malin Svanberg Larsson, with the assistance of Associate Victoria Price.

Commenting on the deal, Malin Svanberg Larsson said: “It has been great working with Lukasz, Peter and the BTV team on this investment and we look forward to seeing the exciting Feel journey continue into this next major phase of growth. Congratulations to all involved!”

With its rapidly growing portfolio of products and smart digital features, Phil is on a fast track to becoming a household name in the UK. Since partnering with pop star Cheryl and investing from the UK’s largest commercial television broadcaster for the media to invest in stocks – ITV AdVentures – in 2021, Feel has now secured a £10m Series A round led by Velocity Capital Advisors Together with the BAT Fund for the institutional project Btomorrow Ventures. The tour also includes existing investors from Fuel Ventures, TMT Investments, ITV media for ITV AdVentures equity funds as well as ultra-high net worth individuals.

Having experienced significant growth over the past few years, Feel has grown to a team of 30 people and is set to expand its growing reach across nutritional supplements, beauty and functional foods to reach new markets, while providing a new digital experience to users, through strong first party data. and consumer statistics. It feels it plans to further enhance its software by using the power of customer data to customize and suggest more relevant health products to its customer base.”

Boris Hodakil, founder and CEO of Feel, continued: “I am delighted to welcome you to Feel our new investors who understand our mission to empower people to look and feel their best, through clean, sustainable, high-performance, science-based products. Their investment in the company also enables our vision of becoming a global brand by 2025, with the potential to Expanding with precise digital experiences like never before for users. We have just launched in Germany and Austria and can’t wait for customers in other markets to discover how Feel is making a difference in this field.”

Rajiv Saxena, CEO of Velocity Capital Advisors said: “Obviously Feel has been growing exponentially over the past few years, and with their plans to expand into core markets through a data-first approach to health, I’m sure they are poised for even more success in the market.”

Lukasz Garbowski, Chief Investment Officer at Btomorrow Ventures continued: “Feel has all the ingredients that can perform exceptionally well in the health and wellness market: an experienced and ambitious management team, strong D2C capabilities and great products that consumers love. We are excited to become a part of Feel’s journey and can’t wait to see how Feel will become a must-have component of family across the UK and beyond.”

Sheena Amin, Director of ITV AdVentures added: “I remain impressed by the stellar growth that Feel has had over the past years, which ITV AdVentures has been able to bolster through the power of TV advertising. I am excited to continue supporting them through their next expansion phase, as they look to strengthen their position in existing markets and bring their quality products and strong branding into new international territories. As a truly innovative and digital health startup with both a data-first approach and a consumer focus, I am confident Feel will successfully expand to new heights.”

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