Venture capital firm IRIS Ventures announced that it has led a €20M investment in Gothenburg-based Maurten, a Swedish sports nutrition company.
“We are proud to be partnering with Maurten and congratulate Olof Sköld and the rest of the team on their continued success,” says IRIS Ventures via a LinkedIn post.
Hydrogel-based sports fuels
Maurten’s fuel ecosystem addresses the issues limiting athletic performance. The company’s fuel ecosystem leverages patented hydrogel technology to enhance athletic performance by optimising carbohydrate fueling.
Maurten was founded by Mårten Fryknäs, Olof Sköld and Karl Sköld, who bring expertise in medical, biotech, and engineering fields. The company’s mission is to empower athletes to reach their full potential.
The company’s hydrogel technology is featured in its drink mixes, gels, and bicarb system. These products are made from food-grade ingredients without added flavours, colourants, or preservatives. They include natural components like maltodextrin, fructose, and sodium alginate, and are designed for athletes at all levels.
The technology ensures rapid carbohydrate uptake, starting within 15-20 minutes and peaking at 30-45 minutes, with most absorption completed in 60-75 minutes.
Maurten emphasises the safety of its products through rigorous independent laboratory testing. The company also prioritises dental health by using pH-neutral ingredients that reduce the risk of oral health issues.
Elite athletes such as Eliud Kipchoge, Hellen Obiri, Keely Hodgkinson, Kilian Jornet, Flora Duffy, and Alex Yee use Maurten’s products.
Additionally, the company also serves as a fueling partner for competitions, including The IRONMAN Group Global Series, the Berlin Marathon, the Chicago Marathon, the Boston Marathon, and the Professional Triathletes Organisation’s T100 Global Triathlon World Tour.
BOA announces partnership with Maurten
On July 17, 2024, the Bermuda Olympic Association (BOA) announced its partnership with Maurten for the Paris 2024 Summer Olympics.
A spokesperson, says, “Maurten, a global leader in sports nutrition, is proud to announce its official sponsorship of Bermuda’s Olympic team for the Paris 2024 Summer Olympics. This new and exciting partnership highlights Maurten’s commitment to supporting Bermuda’s elite athletes to enhance their performance with cutting-edge nutrition technology.”
“As the Official Sports Nutrition Sponsor, Maurten will provide Bermuda’s Olympic athletes with their groundbreaking hydrogel-based sports fuel, including energy gels, drink mixes, and solids.”
Maurten founder, Sköld, adds, “Offering a complete fuelling service to the Bermuda Olympic Team — enabling them to focus solely on performance — is a great and natural extension of the history that we have of supporting Bermuda athletes to career-defining moments. Watching the action unfold in Paris will be another rewarding milestone in Maurten’s story.”
Brief about IRIS Ventures
IRIS Ventures is a growth equity firm that supports innovative founders and brands that aim to improve lives by making them healthier, happier, and more convenient. It seeks “unstoppable founders” who can solve future problems and drive positive change through responsible innovation, diversity, and transparency.
Montse Suárez, founder and managing partner of IRIS Ventures, says, “At IRIS, we do things differently. We love stories, voices, and diverse opinions. We bet on brands that shift categories and add value to people’s lives; and on founders who are motivated to shape the future in a purposeful way.”
“Beyond investment advice, we strive to turn the founder’s vision into a reality by becoming a highly-active partner and forging long-term relationships.”
The firm supports founders in Europe, the UK, and the US, helping them grow with access to major markets, including Asia. It invests in Series A and later-stage funding rounds.