Nutrabolt has taken a majority stake in Bloom Nutrition, positioning the parent company as a major platform across wellness CPG categories, including energy drinks and powdered supplements.
The Texas-based company, best known for its C4 brand of energy drinks and pre-workout supplements, led a $90 million investment round in Bloom in January 2024 for a 20% stake. That served as the springboard for the successful launch of Bloom’s first RTD, Sparkling Energy, in 2024, with a second line, prebiotic soda Bloom Pop, added this summer. Both products are distributed through Nutrabolt’s partnership with Keurig Dr Pepper (KDP).
Nutrabolt did not confirm its ownership in Bloom, but verified its total investment as over $200 million, which would bring its stake to over 50%.
“Since our first introduction to Bloom, I’ve been continually impressed by the brand’s evolution, its visionary founders, and their explosive growth,” said Doss Cunningham, Chairman and CEO of Nutrabolt, in a prepared statement.
“With the breakout success of Bloom Pop and a record-breaking year for Bloom Sparkling Energy, the brand’s momentum presents a powerful step-change growth opportunity for Nutrabolt,” he said. “I’m confident Bloom is on track to become one of the fastest-growing and most talked-about beverage brands in the years ahead.”
Amidst a wave of digital-native wellness supplements that have emerged over the past decade, female-focused Bloom has found staying power thanks in part to its active social media following and organic support from TikTok creators. Its products are sold in Walmart, Target, GNC, Whole Foods and other retailers.
Bloom’s co-founders — president Mari Llewellyn and CEO Greg LaVecchia — will remain in their current roles.
“We’re incredibly proud of the momentum we’ve built and the community we’ve cultivated,” said LaVecchia. “Nutrabolt has been a valuable partner – fully aligned in our mission and a genuine champion of our brand. With this expanded partnership, we’re excited to enter our next phase of growth and create something truly meaningful together.”
New Categories, More Energy
With the combination of C4 and Bloom, Nutrabolt’s portfolio covers a broad range of product categories, audiences and use occasions.
That’s particularly relevant for coveted female consumers, an audience with which Bloom has created strong affinity, both through its branding aesthetic and products tied to skin health and beauty. The online momentum from those niche functional areas has carried over through its move into the mainstream with RTDs: in less than a year on the market, Bloom Sparkling Energy has generated over $95 million in sales – well clear of its closest competitor, Zoa – according to NielsenIQ data through July 3, 2025.
That experience helped Bloom forge relationships with top-class manufacturers and create a go-to-market playbook that it replicated for the introduction of Bloom Pop this year, LaVecchia told BevNET in July.
The move comes amidst category consolidation; the current landscape recalls Renaissance Italy, with a handful of ultra-wealthy families spreading their patronage amongst a select group of high performers.
Celsius, the third-place brand behind Red Bull and Coca-Cola-affiliated Monster, acquired Alani Nu — another fitness-focused supplement brand that broke through to mainstream consumers with its RTD energy drink — for $1.8 billion in February.
Its parent company, Celsius Holdings, now acts as the ‘strategic lead’ for distributor PepsiCo, managing Celsius, Alani Nu and Rockstar, representing a nearly 20% share of the U.S. energy drink market. Global beer conglomerates Molson Coors (Zoa) and Anheuser-Busch InBev (Phorm Energy) have also dived in.
What does this mean for Nutrabolt’s relationship with its backer? KDP took a 30% stake in the nutrition company as part of its $863 million strategic pact in 2022; Nutrabolt’s value has increased significantly since then, meaning any potential bid for full control by KDP would well surpass the $990 million it paid to acquire Ghost in October 2024.
“I’d be watching for KDP to correct the C4 Energy ownership/incentive misalignment that was caused by their GHOST acquisition,” independent consultant Joshua Schall told us back in February in reaction to Celsius’ acquisition of Alani Nu.
Indeed, KDP’s aggressive expansion across categories in recent years may create some traffic issues; in energy drinks alone, the company distributes products by C4, Ghost, Bloom and Black Rifle. With each of those individual brands eager to expand their respective platform, it’s unclear how product innovation will be paced or where it will be funnelled; Ghost, for example, is set to reveal its first protein bar this week.