Create Wellness Secures £15.8m Series B for Creatine Market Expansion
US-based Create Wellness has raised $20m (£15.8m) in Series B funding to accelerate retail distribution, product innovation, and marketing of creatine supplements.
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New York City, United States — 30 March 2026
Create Wellness, a US-based supplement brand, has successfully secured $20 million (£15.8 million) in Series B funding. The investment round was spearheaded by Alliance Consumer Growth and Impact Capital, with capital earmarked for aggressive retail expansion, product innovation, and scaled marketing initiatives. Founded in 2022 by Dan and Sienna McCormick, Create has quickly established omnichannel distribution routes, notably achieving national listings with major US retailers Target, The Vitamin Shoppe, and Sprouts. This rapid distribution growth underscores the market's receptiveness to novel supplement formats and accessible wellness solutions.
The company has actively expanded its operational team, bringing in seasoned industry professionals to support its growth trajectory. Create Wellness is recognised for its prominent role in pioneering the creatine gummy segment, having sold more than 250 million units to date. This demonstrates a clear market preference for convenient and palatable delivery systems, challenging the dominance of traditional creatine powder formats. Following this fundraising, Create is launching a 'Creatine + Electrolytes' product, aiming to broaden its consumer base and solidify creatine's position as a mainstream wellness component. Backing from investors such as Unilever Ventures further legitimises their strategy and market potential.
The brand's strategic focus on consumer education and brand identity aims to demystify creatine consumption and integrate it into daily wellness routines. For manufacturers and brand owners, Create’s trajectory highlights the commercial viability of innovative delivery formats and targeted consumer engagement in what was once a niche performance supplement category.
What this means for United States
US brand owners and manufacturers should prepare for intensified competition within the creatine market, as Create’s substantial funding will drive significant marketing spend and retail penetration. This could lead to a shift in consumer expectations towards more convenient formats, potentially compressing margins for legacy powder products without strong brand differentiation. Private label manufacturers should assess capabilities for gummy and novel-format production, as demand is likely to increase. Procurement leads must monitor raw material pricing pressures, particularly for creatine monohydrate, given the expected surge in manufacturing volume. Brand owners should review their distribution strategies, as major retailers like Target and Sprouts are clearly receptive to innovative supplement offerings.
- Monitor Create Wellness's marketing spend and consumer education campaigns, particularly concerning the 'Creatine + Electrolytes' launch in Q2 2026.
- Assess potential shifts in creatine raw material pricing and supply chain capacity by Q4 2026, driven by increased market demand.
This trend is being actively addressed by UK manufacturing partners including Supplement Factory.