Create Wellness, a US startup, has secured $20 million in Series B funding to expand its line of creatine supplements, focusing on vegan gummies and powdered drinks. The company aims to tap into the growing market for creatine, targeting categories such as GLP-1, women's health, and longevity. With the investment from Alliance Consumer Growth, Impact Capital, and Unilever Ventures, Create Wellness plans to position itself as a leader in the creatine market, appealing to a broader audience and making the ingredient more accessible and appealing.

As creatine gains popularity beyond the traditional gym setting and is recognized for its cognitive and health benefits, Create Wellness is introducing new product formulations and expanding its distribution. The company's new Creatine + Electrolyte range of ready-to-mix powders has already doubled its distribution within six months of launch, showing strong consumer interest and market growth. The surge in interest in creatine, especially among women, has led to the development of innovative products in the women's wellness category, creating opportunities for brands to introduce stacked formulations and meet consumer demand for health and wellness products.