mediaforgrowth (MFG) Announces $75M+ Fund to Back Better-For-You Consumer Brands

NEW YORK - mediaforgrowth (MFG), the international media capital fund, announces more than $75 million in media assets to invest in both U.S.-based growth-stage companies and international brands looking to build and scale in the U.S. market.

MFG invests media in exchange for equity, turning advertising into growth capital and allowing founders to preserve cash for product, people, inventory, and expansion. Unlike traditional media-for-equity funds tied to a single media owner, MFG aggregates inventory across a network of partners and markets, spanning streaming, linear television, out-of-home, radio, print, digital, cinema, and experiential activations. 

Recent investments include TRIP, a leading functional drinks brand scaling across the U.S., and KA-EX, the Swiss science-backed functional wellness brand. MFG is actively investing across food and beverage, beauty and personal care, pet, wellness and consumer technology, with a focus on companies reshaping large legacy categories around changing consumer behaviors.

The commitment comes at a time when venture funding has become more selective for consumer, while strategic buyers continue to place multibillion-dollar values on scaled consumer brands. In 2025 alone, PepsiCo acquired Poppi for $1.95 billion, Celsius acquired Alani Nu for $1.8 billion, and e.l.f. Beauty agreed to acquire Rhode for up to $1 billion.

For MFG, this points to an important gap in the funding ecosystem. Capital can fund product, people, and distribution, but building a category-defining consumer business requires sustained demand, trust, and brand awareness at scale. 

“Incumbents have decades of accumulated brand equity. Emerging brands often have the product and distribution but not the media resources to close that awareness and trust gap. Media capital changes that equation,” said Diana Florescu, Founding Partner of MFG

The value of brand is increasingly visible in consumer transactions. In Celsius Holdings’ acquisition accounting for Alani Nu, the Alani Nu brand was assigned an estimated fair value of $1.104 billion, more than half of the total purchase consideration (Source: Celsius Holdings 2025 Form 10-K, U.S. Securities and Exchange Commission)

Media as growth capital

Media for equity has played a role in the growth journeys of many companies, including Airbnb, Uber, Pinterest, Coursera, and Rappi. 

As a strategic partner, MFG helps founders expand beyond the performance channels that often fueled their early growth. The team provides media planning and creative production expertise, helping companies decide where, when, and how to spend the media investment.

Each strategy is built around the company’s growth priorities, from regional or national awareness to retail expansion and customer acquisition. For more information about MFG’s investment approach, please visit the MFG website.