Dietary supplements arent regulated by the Food and Drug Administration, so the business is rife with dubious claims. Revere, a fresh startup that sells monthly subscriptions of its workout and energy beverage powders, wants to cut through the buzz with simple mixes of plant-based ingredients, such as pea protein along with sweet potato powder. The company announced today it has raised $2 million in seed financing from Lerer Hippeau Ventures, with participation from Sterling VC and Brand Foundry Ventures.
CEO Matthew Scott and CMO Alex Blodgett based Revere because they state that even though almost everyone knows you need to eat nutritious foods to stay healthy, there’s a lot of confusion about what to consume and how it ties into exercise programs.
Scott says that the companys advisory board aids make sure all decisions concerning its products are based on empirical data. It currently includes Jenn Sachek and Abbie Smith Ryan, who hold PhDs in nutrition science and exercise physiology, respectively, and physical fitness coach Mike Barwis, whose clients include the New York Mets.
Reveres drink mixes are vegetarian and free from gluten, soy and nut products. The components it uses include sour cherry, that can help reduce muscle soreness, green tea for vitality and sweet potato powder to suppress appetites.
We aren’t claiming to have produced a new super-pill with mythical powers, rather were making it easier and easier for people to embrace the basic principles of whole-food nourishment that decades of research and instinct have proven to be authentic, Scott told TechCrunch. For example, sweet potatoes are a nutrient-dense source of complex carbohydrates, that are essential for endurance and energy through exercise.
Reveres website says it offers natural nourishment for unnatural forces, but natural means different things to different people, which is confusing for consumers.
Scott says that for Revere, organic means that with the exception of a few basic minerals and vitamins, all the core ingredients once existed in character. To register for Reveres subscription, that includes mixes including pre- and – post-workout drinks, users fill out questions about their age, body type, activity level and workout routines to customize their boxes. The company intends to use a lot of its capital on client service and outreach, which Scott says is essential to get a direct-to-consumer e-commerce brandnew.
We know that today people expect a connection from digital-first brands and we plan to completely deliver on those expectations, ” he says.
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