VO/D, a startup founded by Chris Koch, has successfully raised $5 million to expand its operations in the celebrity venture space. The company aims to create viable products initially and use celebrity influence as an amplification tool, rather than the sole draw. Its first product, 1UP Candy, has achieved significant success, generating $10 million in annual revenue and is sold in 12,000 stores across the USA. With plans for further expansion into additional verticals, VO/D seeks to change the typical celebrity product launch model.
"I think that was a big shift for the business that helped us differentiate as a studio model," Koch told Business Insider.
"They really liked the portfolio approach of our studio," Koch said of the investors.
VO/D started with freeze-dried candy before moving into the protein and supplements category, with new products to come next year.
The goal is to have talent serve as an 'amplification tool' rather than the only thing drawing a consumer in.
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