Key Takeaways
- Fruitist has announced a partnership with 888 Midas, the investment firm founded by NFL quarterback Caleb Williams.
- 888 Midas invests in consumer, health, wellness, sports, media, and entertainment sectors.
- The collaboration emphasizes a shared commitment to promoting healthy snacking and wellness.
- Fruitist recently surpassed $1 billion in lifetime sales and was named to the 2025 CNBC Disruptor 50 list.
- As part of the partnership, Williams will help develop performance-focused recipes for consumers.
Fruitist Partnership Overview
Fruitist, a global superfruit brand, confirmed a new partnership with 888 Midas, the strategic investment firm founded by professional football player Caleb Williams. The agreement adds 888 Midas to Fruitist’s roster of investors, providing resources to support the company’s continued expansion in the healthy snacking category.
Founded in 2024, 888 Midas targets early- to growth-stage companies positioned to lead in health, consumer goods, and wellness. The firm is structured around athlete- and advisor-led investing, spanning private equity, venture capital, real estate, and alternative assets.
Shared Values and Mission
The partnership is grounded in a shared belief that nutrition plays a central role in overall well-being. Fruitist highlighted that Williams’ perspective as a performance-driven athlete aligns with its mission to make functional, high-quality snacks more accessible.
“Caleb brings a unique lens to Fruitist. He’s not only an athlete at the highest level, but someone thinking strategically about health, food, and long-term impact,” said Steve Magami, co-founder and CEO of Fruitist. “He sees what we see: a chance to make high-quality snacking easier to access, whether you’re training for game day or packing a lunchbox. His investment and partnership bring both perspective and purpose to the next chapter of Fruitist.”
Fruitist’s Growth and Market Presence
Fruitist has established itself as a leading brand in the superfruit category, surpassing $1 billion in lifetime sales and achieving a valuation of over $1 billion. The company was named to the 2025 CNBC Disruptor 50 list, reflecting its growth and market influence.
Its products are distributed through more than 12,500 retail locations in North America, including Costco, Publix, ShopRite, Sprouts, Trader Joe’s, Walmart, and Whole Foods. The brand is best known for its flagship Jumbo Blueberries and has been expanding its premium superfruit portfolio.
Next Steps in Collaboration
As an initial step in the partnership, Williams will contribute a series of performance-oriented recipes designed to encourage better-for-you snacking habits. Both Fruitist and 888 Midas stated that this collaboration is intended to broaden awareness of healthy eating while supporting the company’s long-term growth in the wellness market.
