The company, which sells fibre supplements and other health foods like mushroom coffee and smoothie mixes, expects to roll out in 1,500 U.S. retail shops this year. Angel investors who work at companies like Shopify and Frito-Lay funded the Series A round, Organic Traditions said, but it did not name them. (The Logic)

Talking point: While the brand has been around for over 25 years, it has seen 70 per cent revenue growth over the past three years and is now in what CEO Ally Mamalider called a “new chapter.” “Fibremaxxing” has become a dietary trend among young adults, a cohort facing rising gastrointestinal cancer rates. Even companies like Coke and Pepsi are marketing more “gut healthy” sodas to compete with upstarts like Olipop. Organic Traditions launched its fibre products in Costco Canada earlier this year and also sells its products in Hollywood grocer Erewhon. The company said it is hoping to hit 36 per cent revenue growth in Canada over the next year and 82 per cent growth in U.S. retailers.