GroundForce Capital, an investment management firm that backs high-potential B2B and B2C companies seeking to improve the health and longevity of people and the planet, announced the sale of Only What You Need (OWYN) to The Simply Good Foods Company for $280 million. OWYN is a ready-to-drink (RTD) protein shake brand that unites taste and ingredient transparency. GroundForce Capital is the second-largest shareholder in OWYN.
GroundForce Capital first invested in OWYN in 2019, driven by an ongoing thesis centered around ingredient transparency in the RTD protein category. All OWYN products contain clean, premium ingredients with zero artificial additives. Since GroundForce Capital’s initial investment, OWYN has grown nearly 10x and materially improved all key business fundamentals.
This growth was fueled by the acceleration of new product development, a highly successful omni-channel strategy, retail expansion, and a distinctive mainstream brand proposition that resonated with a highly engaged, passionate core consumer base. This acquisition marks a significant milestone for both OWYN and GroundForce Capital, reinforcing their shared mission to bring healthier and more sustainable products to a broader audience.
