How TV advertising propelled digital health startup, FEEL to close strategic partnership with 530 Holland & Barrett stores across the UK

Feel is a UK-based digital health company on a mission to clean up and disrupt the world of nutritional supplements. Operating on a direct-to-consumer subscription model, the company delivers high-quality, science-backed supplements tailored to individual needs.

Objective
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• Expand product range and enter new European markets.

• Strengthen brand credibility and attract retailer partnerships.

Challenge:
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• Needed to build brand credibility in a crowded market dominated by well-established supplement brands.

• Required funding to scale while also gaining trust from retailers, investors, and partners.

• Securing funding to scale without diluting too much equity.

Solution:
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• Secured a USD 1.3 million media capital investment from ITV in 2021 as part of a USD 3.8 million convertible loan note.

• TV campaign amplified brand awareness, positioning Feel as a credible and established player.

• 2022: Partnered with Media for Growth to raise a bridge round, securing funding on favourable terms.

The TV brand awareness campaign opened the door to talking to major retailers which also resulted in our partnership with H&B and being approached by one of the largest pharmacy chains with over 1200 stores nationwide. - Boris Hodakel, CEO and Founder at FEEL.

Earlier in 2022 FEEL partnered with mediaforgrowth to help raise a bridge round which led to FEEL closing a round on terms with which they were very happy. The company now aims to expand its product range into other nutrition verticals while targeting new European markets.

Results
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• Retail breakthrough:
  
  • TV exposure led to conversations with major retailers, resulting in a partnership with Holland & Barrett (H&B).
  • Attracted interest from one of the largest pharmacy chains with 1,200+ stores nationwide.

• Investor confidence:
  
  • Media-backed funding strengthened Feel’s position in its bridge round, securing capital for expansion.

• Strategic growth:
  
  • Now focusing on diversifying its product line and expanding into new European markets.

We really enjoyed working with Diana and her team, leveraging their experience to support us in preparing for and completing our funding round. We’re now focused on diversifying our product line as well as entering new markets in Europe. - Boris Hodakel