Broadcaster ITV said on Thursday it has concluded an investment in Feel Holdings, a UK-based digital health start-up.
ITV has agreed to subscribe for up to £3m convertible loan notes in Feel in three tranches. It said Feel will begin its tailored media campaign across the broadcaster’s channels later this year.
Feel operates on a direct-to-consumer subscription model. ITV said the company’s “science-led approach in developing innovative products with potent ingredients and no additives, resonates with the modern consumer, resulting in significant growth in the past 12 months”.
Niko Waesche, Fund Manager of ITV AdVentures Invest, said: “From the moment we met Boris and the Feel team, we realised their commitment to creating accessible and top-quality nutritional supplements coupled with a first-rate consumer experience.
“As an innovative, digital consumer brand at scale-up stage, it’s a perfect fit for ITV’s investment, and we look forward to helping Feel grow through the power of TV advertising.”
