ITV builds out its AdVentures Invest portfolio through its fourth media for equity investment in the nutritional supplements startup Feel

ITV has concluded an investment in Feel Holdings Limited, a UK-based digital health startup on a mission to clean up and disrupt the dietary supplements space. ITV has agreed to subscribe for up to £3m convertible loan notes in Feel Holdings Limited in three tranches. Feel will commence its tailored media campaign across ITV’s channels later this year.     

Operating on a direct-to-consumer subscription model, Feel'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. The company now aims to expand its product range into other nutrition verticals while growing its London-based team.

To achieve our next stage of development, we looked for a leading media partner with a trusted brand and the broadest commercial reach in the UK. We are not here to create a brand for a select few; we want everyone in the UK to be able to benefit from our science-based nutritional supplements. Feel’s Founder and CEO Boris Hodakel

The ITV investment follows the recent announcement of Feel’s equity partnership with singer and TV personality Cheryl, who is working closely with the brand on its future products.

Launched earlier this year, ITV AdVentures Invest is building a diversified portfolio of high-growth and innovative brands, having previously invested in the location app what3words, the online menswear brand Spoke and the household bills saving platform ismybillfair.

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. Niko Waesche, Fund Manager of ITV AdVentures Invest

ITV AdVentures Invest is a Media for Equity initiative that sees ITV take minority stakes in early stage digital and direct-to-consumer businesses, alongside venture capital investment, in return for advertising inventory across ITV’s range of market-leading channels and the ITV Hub.

The initiative will serve as an innovative opportunity for early stage businesses seeking to build scale through TV advertising, alongside a strategic media partner. 

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Interested in the initiative?

We're open and on the lookout for our next round of partners, so if you’re looking to scale up and accelerate growth in a cost effective way, we'd love to speak to you. Email our dedicated team on

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