Gwyneth Paltrow Funds Superfood Company Kroma

Wellness brand Kroma is launching July 22 with funding from Gwyneth Paltrow, Amy Schumer, Jessica Seinfeld and others. The brand has raised $5.5 million in total from Roth Capital Partners, Beautycounter CEO Gregg Renfrew, Kings Point Capital, Skylar Diggins, Fiona Rudin, Noria Morales, founder of G9 Ventures Amy Griffin, former Twitter CEO Dick Costolo and others.

Kroma aims to combine function and flavor with a superfood-filled line that includes broths, smoothie blends, adaptogen lattes, teas, snacks and supplements, as well as a five-day reset that was beta-tested on 1,330 people. It will be sold online.

CEO and founder Lisa Odenweller is no stranger to the health and superfood space. She also founded Beaming, a lifestyle wellness company with several café locations in Southern California that raised $4.5 million in capital. After leaving Beaming in 2018, Odenweller set out to fill a void in the market for a custom nutrition program that didn’t promote sugary juices or deprivation, while also making “healthy taste so delicious [that] it’s irresistible.” Enter Kroma’s Reset program, which provides five days of customizable, shelf stable meals to re-establish a healthy lifestyle. Kroma also sells the products individually and is launching a one-day Reset program, which is entirely vegan. Prices range from $15 to $465 for the deluxe reset.