Happy Viking has 10 new reasons to be feeling good.
The plant-based protein platform, launched in December 2020 by former tennis champion Venus Williams, announced today it has welcomed 10 new members to its cap table, adding a slate of female sports stars including Williams’ sister Serena, pro golfer Michelle Wie, Peloton VP of programming Robin Arzon, and World Cup champion Megan Rapinoe. The size of the funding round was undisclosed.
Those names join the likes of other new backers from the sports world: NBA star Kevin Durant and sports manager Rich Kleiman (via 35V), American tennis player Reilly Opelka and pro basketball players Isaiah Hartenstein and Collin Sexton. Additional investors include Mates, Talent Resources Ventures, Parallel, and actor and Caliwater co-founder Oliver Trevena.
“Venus is an incredible entrepreneur, and in getting to know her and the team she’s put together behind Happy Viking, it was clear to Kevin Durant and I that the company has set itself up for success. No one understands the health and nutrition space like a professional athlete, and Happy Viking is proof in product form,” said Kleiman in a release.
After being diagnosed with the autoimmune disease Sjogren’s Syndrome in 2011, Williams created Happy Viking in partnership with Dyla Brands president Neel Premkumar. The brand initially launched with a line of 11 oz. RTD shakes with 20 grams of plant-based protein per bottle, and has since introduced a four-SKU line of meal replacement powders sold in tubs.
“When I was diagnosed with Sjogren’s Syndrome, I became obsessed with doing research and exploring superfood ingredients that helped with my recovery,” Williams said in a statement. “I would experiment with different recipes until I found a combination that tasted great, improved my health and allowed me to get back to tennis.
“I’ve seen first-hand what the benefits of adopting a plant-based diet has done for my body and performance,” she added. “With Happy Viking, I want to give everyone the opportunity to be healthy, feel good, and live their dreams. I’m so excited to have these other world-class athletes on board to support our mission!”
For Williams’ sister Serena, the investment marks another step in her evolution from tennis star to VC player. The former champion has backed other plant-based CPG ventures like Impossible Foods and Eat Just, Inc. (formerly Hampton Creek) through her firm Serena Ventures, launched in 2014, and plans to be active in the space following her retirement after the US Open this fall.
“I’m so excited to walk downstairs to my office and jump onto Zooms and start reviewing decks of companies we’re considering investing in,” Serena Williams told Vogue. “We’re a small but growing firm of six people scattered between Florida – where I mainly live – Texas, and California.”
Meanwhile, Durant, who’s currently attempting to force a trade from the Brooklyn Nets, is an experienced investor himself, having backed companies ranging from fitness tech startup Whoop to cryptocurrency platform Coinbase. He was also previously a spokesperson and ambassador for Sparkling Ice.