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§ Private Profile · Marina Del Rey, CA, USA
CPG brand producing gut-friendly snacks and supplements for people with IBS and digestive issues, focused on low-FODMAP.
Belliwelli has raised $16.4M across 2 funding rounds.
Key people at Belliwelli.
Belliwelli has raised $16.4M in total across 2 funding rounds.
BelliWelli is a Los Angeles, California-based consumer packaged goods company that produces gut-friendly, low-FODMAP snack bars, powders, and dietary supplements specifically formulated for individuals managing irritable bowel syndrome and other digestive sensitivities. The company operates a direct-to-consumer e-commerce business model alongside wholesale distribution, successfully placing its gluten-free and vegan products in approximately 8,000 retail locations nationwide, including major chains like Walmart, Target, and Sprouts. Driven by viral social media marketing campaigns that have generated over one billion views on TikTok, the brand experienced a 405 percent revenue increase between 2023 and 2024. To support ongoing physical retail expansion and internal team growth, the enterprise has secured $26.39 million in total funding, which includes a recent $10 million Series B financing round led by Invus. BelliWelli was originally founded in 2020 by Katie Wilson, Nick Wilson, and Tyson Woeste.
Belliwelli has raised $16.4M across 2 funding rounds. Most recently, it raised $15.4M Series A in June 2024.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jun 9, 2024 | $15.4M Series A | — | — | Announced |
| Mar 1, 2021 | $1M Seed | — | AirAngels, Banana Capital, Greylock, Long Journey Ventures, Makers Fund, Otherwise Fund, Paradigm, Pareto Holdings, Roosh Ventures, TQ Ventures, Winklevoss Capital, Y Combinator, Arash Ferdowsi, BEN Davenport, Dariush Soudi, Manuel Bronstein, Mattia Astori | Announced |
Key people at Belliwelli.
# BelliWelli: A Wellness Brand, Not a Technology Company
BelliWelli is not a technology company—it is a digestive wellness brand operating in the food and beverage sector. The company manufactures and sells gut-health products including probiotic snack bars, fiber powders, and fiber gummies designed to support digestive health.[1][2]
BelliWelli provides bloat-free, digestion-friendly products formulated to address a widespread health gap: more than 70% of the adult population suffers from some form of gut trouble, primarily due to insufficient fiber and probiotic intake in modern diets.[4] The company targets health-conscious consumers, particularly Gen Z, who seek functional foods that are low FODMAP certified, gluten-free, dairy-free, and vegan.[1]
Founded in 2020 and launched commercially in 2021, BelliWelli has achieved remarkable growth momentum.[1][3] The company experienced a 405% revenue jump from 2023 to 2024, driven largely by viral social media marketing on TikTok that generated over a billion views in nine months.[2] Its products are now carried in approximately 8,000 retail stores nationwide, including major chains like Walmart and Sprouts.[2]
Co-founders Kate Wilson and her partner quit their jobs to launch BelliWelli after recognizing an opportunity to make gut health "fun and approachable."[2] The company initially launched with irritable bowel syndrome-friendly cookie bars, which gained national distribution through Sprouts.[2] A pivotal moment came when a viral video of a customer interaction led to immediate product sell-outs at Walmart—an organic marketing success that inspired Wilson to pursue consistent viral content creation.[2] This authentic, customer-centric approach became the foundation of their social media strategy.
BelliWelli is capitalizing on a rapidly expanding digestive health market—valued at $13.53 billion in the U.S. and projected to reach $23.6 billion by 2030.[2] The company benefits from a cultural shift toward candid conversations about digestive wellness, particularly among younger demographics on social media.[2] This timing aligns with broader consumer trends favoring functional foods, dietary transparency, and wellness-focused consumption.
The brand has also demonstrated how direct-to-consumer engagement and authentic storytelling can disrupt traditional food and beverage marketing, proving that viral organic growth can rival conventional advertising investments.
BelliWelli's trajectory suggests continued expansion within the digestive wellness category. Having successfully transitioned from bars to powders and gummies, the company appears positioned to explore adjacent product categories while maintaining its viral marketing edge. As the digestive health market grows and Gen Z's influence on consumer spending increases, BelliWelli's authentic, social-first approach may serve as a blueprint for how wellness brands can achieve scale without heavy traditional marketing spend.
The company's Series B funding status ($26.39M raised, with $10M in the last seven months) indicates investor confidence in its growth potential.[1] Success will likely depend on maintaining product innovation, sustaining viral momentum, and expanding retail distribution while preserving the authentic brand voice that initially drove its breakthrough.
Belliwelli has raised $16.4M in total across 2 funding rounds.
Belliwelli's investors include AirAngels, Banana Capital, Greylock, Long Journey Ventures, Makers Fund, Otherwise Fund, Paradigm, Pareto Holdings, Roosh Ventures, TQ Ventures, Winklevoss Capital, Y Combinator.
