Tennis superstar Serena Williams has joined Oscar-Award winning actress in giving financial backing to a US-based superfood smoothie company.
The 23-time Grand Slam champion, Serena Williams, who is famous for winning Wimbledon on a plant-based diet, has joined up with vegan actress, Gwyneth Paltrow, to invest in the venture alongside other financial backers.
The smoothie brand, Daily Harvest, is one of the fastest-growing companies in their field, and provides a service of delivering frozen, single-serving, organic smoothies, soups, overnight oats and chia puddings with farm-frozen ingredients direct to the consumer.
They launched just last year in the States, already shipping more than one million smoothies nationwide, with the latest investment round recently closing.
Williams said: “I invest in business that operate with sincerity and integrity and deliver a pure and uncompromised product. Daily Harvest reflects this strategy through both the team of employees and investors Rachel has developed, as well as delicious, healthy and convenient food. I’m excited about Daily Harvest’s future as a female-led business and I look forward to helping more people gain access to nutritious meals.”
Paltrow added: “Daily Harvest really resonated with me and I am so excited to get behind a revolution in frozen with my investment.”
Daily Harvest was born out of a conflict between the way founder and CEO Rachel Drori aspired to eat and the way she had time to eat, thus needing a solution which the start-up provides.
“Serena and Gwyneth immediately understood our mission to provide convenient foods without nutritional compromise, and their passion for what we are building will make them instrumental members of our investment team,” said Drori.
“As we continue to grow the Daily Harvest brand, partnering with like-minded investors furthers our mission to redefine the frozen food category. We’re excited to educate and inspire Americans across the country to incorporate healthier foods into their busy lives.”
Paltrow and Williams are not the first celebrities to back plant-based brands. Recently, actor Leonardo DiCaprio invested an undisclosed amount for a minority stake in vegan snack brand HIPPEAS.