Kevin Hart’s plant-based nutrition brand VitaHustle has secured new investment from Black-owned private equity firm Axum Capital Partners, marking a significant push into the fast-growing global wellness economy.
The deal strengthens VitaHustle’s position in the competitive functional nutrition market, where demand for clean-label, convenient health products continues to accelerate.
The company, founded in 2022 by comedian and entrepreneur Kevin Hart, has built its identity around simplified daily nutrition and performance-focused wellness.
VitaHustle delivers an all-in-one plant-based protein shake designed to support energy, gut health, weight management, and overall wellness.
Each serving contains 20 grams of plant protein, combined with ashwagandha, multivitamins, probiotics, adaptogens, and digestive enzymes.
The product line includes flavors such as vanilla, chocolate, strawberry, and cookies-and-cream, targeting a broad consumer base seeking convenient nutrition.
Hart has consistently positioned the brand around accessibility and performance.
He has said the mission is to make proper nutrition easier for everyday consumers while promoting long-term health habits.
The company’s flagship product, “The One,” blends 86 superfoods aimed at supporting both mental and physical performance.
The investment comes at a time when the global health and wellness industry continues its rapid expansion.
Analysts project the sector could approach $1 trillion by 2026, driven by rising consumer interest in preventative health and plant-based diets.
VitaHustle is positioning itself to capture a larger share of that growth through expanded distribution, stronger brand visibility, and product innovation.
The funding was led by Axum Capital Partners, a Charlotte-based private equity firm co-founded by former NFL wide receiver Muhsin Muhammad.
Axum focuses on fast-growing health and wellness food and beverage companies, aligning closely with VitaHustle’s mission and category focus.
Axum Capital Partners emphasized that nutrition is becoming a core driver of performance and lifestyle choices.
The firm highlighted its intention to leverage its network of athletes, cultural leaders, and industry operators to accelerate VitaHustle’s expansion.
VitaHustle leadership said the partnership goes beyond capital injection. The company’s CEO James McPhail noted that the alignment with Axum brings strategic support, industry experience, and access to broader distribution opportunities.
The goal, he said, is to scale the platform sustainably while deepening consumer reach.
Already, VitaHustle has sold more than five million shakes, reflecting strong early traction in a crowded wellness market.
With new funding in place, the company plans to invest in brand awareness, operational efficiency, and new revenue streams across retail and direct-to-consumer channels.
The deal underscores a wider shift in consumer behavior, where plant-based nutrition is moving from niche lifestyle choice to mainstream daily consumption.
