Kevin Hart’s plant-based nutrition company has received new funding.
In 2022, Hart founded VitaHustle, a plant-based nutrition company that offers an all-in-one protein wellness shake. VitaHustle’s tagline is “Daily Nutrition Simplified” and promises its customers that its offerings will support wellness, gut health, energy, and weight management.
The company’s product contains 20 grams of plant protein. It is made with ashwagandha, multivitamins, adaptogens, probiotics, and digestive enzymes, according to its website. It comes in a variety of flavors, including vanilla, chocolate, strawberry, and cookies-and-cream.
“Kevin Hart passionately believes that everyone should have the right to eat right. VitaHustle presents The One, a targeted blend of 86 premium superfoods that unlock your peak mental and physical performance. It’s all built up to this. We put in years of work,” he said in a video shared on Facebook.
The company exists during a time when the global health and wellness market is thriving. In fact, the market is projected to reach $1 trillion in 2026, according to a press release. As VitaHustle aims to continue capturing a share of the industry’s continued growth, it has secured funding from Axum Capital Partners (Axum), a Charlotte-based private equity firm co-founded by former NFL wide receiver for the Carolina Panthers and Chicago Bears Muhsin Muhammad, per a separate press release. The firm invests in “fast-growing health and wellness–oriented food and beverage companies,” according to its website.
Already, VitaHustle has sold more than five million shakes, notes the release. To further its goals of scaling, this new funding will help the company grow brand awareness, improve operations, and create new revenue opportunities, the press release noted.
“Better-for-you food and beverage isn’t just a passing trend — it’s becoming a core part of how consumers think about their health and lifestyle,” said Muhammad in the release. “As an athlete, I saw firsthand how nutrition impacts performance, recovery, and long-term health, which is why this space is deeply personal to me. We’re excited to tap into our network of industry experts, advisors, athletes, and cultural leaders to help accelerate VitaHustle’s growth.”
VitaHustle CEO James McPhail added:
“We’re excited to partner with Axum at this important stage of VitaHustle’s growth. This was about much more than capital — we wanted a partner that understands where the health and wellness market is headed and can help us scale thoughtfully and strategically. Axum’s deep experience in the category, combined with its ability to connect strategy, culture, and execution, made it the right fit as we continue expanding the platform and reaching more consumers.”