US-based snack and supplement company Supergut plans to double its retail footprint in 2025, boosted by a recent round of Series B funding and under the new leadership of CPG veteran Tracey Warner Halama.
Supergut Founder Marc Washington is stepping into the role of executive chairman as he spearheads the brand’s next stage of product innovation. Halama joins as the CEO and is focused on building brand awareness and shoring up Supergut’s supply chain.
“2025 is really about fortifying that omnichannel strategy, so leaning in in a material way with Amazon, and then also - and this is one of the things that I used to do at Vital - doubling the door count every year. It does not absolutely guarantee that you are going to double revenue, but it does give you a really nice blueprint that you can go and say, ‘All right, if I do double the door count, then invariably, I’m going to be well positioned to also have follow up growth.' So, right now we are in 6,000 doors, and our goal will be to get 12,000 doors,” Halama said.
The funding round was led by Austin-based firm Full Frame Growth Partners with participation from Access Capital, Alpha Edison, LivWell Ventures, Rocana Ventures, Strand Equity and Dave Friedberg as part of The Production Board and Cultivian Sandbox. The amount of the funding round was not disclosed.
Additionally, founder and managing partner of Full Frame Bader Alam joined Supergut’s board of directors.
Supergut at Natural Products Expo West 2025
Supergut will be one of thousands of brands at the 2025 Natural Products Expo West conference, sharing its snack bars, supplements and a new innovation at booth #N1744.
Can Supergut become the new Vital Protein?
Washington began his hunt for funding last year and first met Halama at Natural Products Expo West in 2024 as Supergut was gaining market traction.
Last year, Supergut secured several major retailer accounts, first expanding into GNC nationwide as part of the store’s dedicated GLP-1 support section in April. Then, the company followed with a deal with Target.
“Capital is key because you do need to invest in order to build a category-leading brand, and everything it takes to do that but also strategic counsel and input and resources to make that happen as well. And that was a big part of the thinking over the past year was ‘How can we find a partner that can bring true value-add,’ not just lip service,” Washington said.
Previously, Halama was part of the executive team that sold supplement brand Vital Proteins to Nestle Health Science in 2022, first serving as the brand’s chief revenue officer and president before serving as CEO for a year and a half under Nestle.
“Taking another page from the Vital playbook is really about brand building, making the Supergut brand as cool and as ubiquitous as it can be because there are not a lot of company names out there like Supergut,” Halama said. “Supergut is an iconic brand name, and we have the ability to create an iconic brand that really owns that digestive health category.”
2025 is really about fortifying that omnichannel strategy, so leaning in in a material way with Amazon, and then also - and this is one of the things that I used to do at Vital - doubling the door count every year.
Tracey Warner Halama, CEO of Supergut and operating partner at Full Frame Growth Partners
2025 ‘is going to be a very elastic time for all of us’
Similar to other brands, Supergut is navigating an ever-complicated supply chain, which could be further upended by tariff increases and global trade tensions.
Supergut is proactively anticipating supply chain challenges by “locking in strategic relationships on sourcing” now, Halama explained. Additionally, Supergut bolstered its logistic team with the appointment of Philip Brown, former procurement director at Vital Proteins, to the director of supply chain for the brand.
This year “is going to be a very elastic time for all of us in the natural product industry. So, what may be happening in Q1 of 2025 might be different than Q3 of 2025 and that might be really different than the Q1 of 2026. So, I think the most important thing for us is that we have secondary and tertiary routes to market,” Halama emphasized.
