simplyFUEL forms strategic partnership with Humble Growth
The deal positions simplyFUEL to scale distribution, marketing and operations as it builds on recent retail gains in major chains and club stores
USA – simplyFUEL, the fast-growing protein snack brand known for its craveable, clean-ingredient protein balls, has formed a strategic partnership with Humble Growth, a consumer-focused growth equity firm that partners with founder-led brands to help them scale with purpose.
This marks simplyFUEL’s first institutional investment, providing capital and CPG expertise to scale its clean-ingredient protein balls, born from a Kansas City Royals clubhouse recipe.
Founded by renowned sports dietitian Mitzi Dulan, RD, simplyFUEL has built a loyal following by delivering delicious and nutritious protein snacks made with simple, clean ingredients, trusted by families, athletes, and everyday snackers.
Company executives said the partnership will provide capital and operating expertise to support inventory, production capacity and go‑to‑market initiatives while preserving the brand’s clean‑ingredient positioning and founder‑led culture.
simplyFUEL has grown rapidly through a combination of direct‑to‑consumer sales and placement in large retailers, and the new investor relationship is intended to accelerate shelf expansion and promotional activity in channels such as Costco, Sam’s Club, Walmart and Target.
The founders emphasized that Humble Growth’s consumer‑brand experience and network will be used to scale thoughtfully rather than to alter the brand’s core product philosophy.
Dulan emphasized alignment: “Humble Growth brings heart, operating savvy, and evidence-based nutrition passion, key for our grit-built brand.”
Co-founder Andrew Abraham, MD, praised simplyFUEL’s momentum: “Mitzi’s authentic connection and strong fundamentals position us to unlock massive upside through supply chain optimization and retail penetration.”
Humble Growth’s hands-on model, proven scaling Orgain, will enhance marketing, distribution, and innovation, targeting club stores and new categories without diluting founder control.
This deal reflects consolidation in better-for-you snacking, where clean-label protein grows 15% annually, countering ultra-processed rivals.
simplyFUEL’s Royals World Series origin story (2015 ring included) resonates, blending performance heritage with everyday appeal, no artificial additives, just real fuel.
Post-partnership, expect accelerated club expansions and product extensions, such as bars or bites, leveraging Humble’s playbook amid rising wellness scrutiny.
As US consumers prioritize protein for satiety and muscle health, simplyFUEL eyes national dominance, potentially tripling distribution.
The partnership exemplifies founder-investor synergy, positioning the brand for sustained leadership in a trajectory-fueled sector.
For simplyFUEL, the immediate priorities will likely include increasing production throughput, strengthening quality‑control systems to meet broader retail specifications, and expanding marketing to convert trial into repeat purchase.
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