Chicago Bears quarterback Caleb Williams has invested in Fruitist, a premium berry brand, through his company 888 Midas. Founded in 2024, the investment firm focuses on high-potential startups in health, wellness, sports, and consumer sectors.
Williams’ backing highlights Fruitist’s mission to promote healthy snacking and expand its market presence across North America.
Fruitist’s market performance
Fruitist has gained strong momentum in recent years, achieving over US$1bn (circa €950M) in lifetime sales, being listed on the 2025 CNBC Disruptor 50, and surpassing a US$1bn (circa €950M) valuation.
Its products, including flagship Jumbo Blueberries and other premium superfruits, are sold in more than 12,500 retail outlets such as Costco, Walmart, Whole Foods, and Trader Joe’s, winning a loyal consumer following.
Strategic involvement
According to Fruitist CEO Steve Magami, Williams brings both athletic credibility and strategic vision to the brand.
His involvement is seen as a way to strengthen Fruitist’s next growth chapter, making high-quality, healthy snacks more accessible to consumers, whether they are athletes or everyday shoppers.
Fonte testo e immagine: fruitnet.com
