Fruitist, the globally recognized superfruit brand dedicated to inspiring healthier snacking habits, today announced a strategic partnership with 888 Midas, the investment firm founded by star quarterback and entrepreneur Caleb Williams. This collaboration marks a significant milestone for Fruitist, a unicorn brand that has become synonymous with premium, nutrient-rich berries, and underscores the growing intersection between wellness-focused consumer products and athlete-driven investment initiatives.
The partnership sees 888 Midas joining Fruitist’s expanding roster of investors, providing critical capital and strategic guidance to support the company’s next phase of growth. Founded in 2024, 888 Midas specializes in early- to growth-stage investments across consumer, health and wellness, sports, media, and entertainment sectors. The firm uniquely combines athlete-led insights with robust financial and operational expertise, spanning private equity, venture capital, real estate, and alternative real estate assets. By partnering with Fruitist, 888 Midas aligns its mission with a company that is redefining the way people think about snacking and nutrition.
At the core of this collaboration is a shared philosophy: nutrition matters. Both Fruitist and Williams are committed to the idea that what you consume directly influences performance, energy, and long-term health. For Caleb Williams, who has consistently prioritized functional, whole foods in his training and daily routine, this partnership represents more than an investment—it’s a commitment to promoting healthier choices for fans, athletes, and families alike.
“From a young age, I’ve always believed that what you put in your body fuels how you show up, on and off the field,” said Caleb Williams. “Fruitist is a company with intention and a mission I truly believe in, and it’s already demonstrated impressive traction in the market. With 888 Midas, we are proud to invest in smarter, healthier options that help fuel the next generation, while making these premium berries accessible to fans everywhere.”
Fruitist has experienced remarkable momentum in recent years. Recognized on the 2025 CNBC Disruptor 50 list, the brand has achieved more than $1 billion in lifetime sales and boasts a valuation surpassing $1 billion. The company’s products are now available in over 12,500 retail locations across North America, including major grocery chains and specialty retailers such as Costco, Giant, Publix, ShopRite, Sprouts, Trader Joe’s, Wakefern, Walmart, and Whole Foods. Known for its flagship Jumbo Blueberries, Fruitist has also expanded its portfolio to include a variety of premium superfruits, earning a devoted following among health-conscious consumers seeking convenient, nutrient-dense snack options.
Steve Magami, co-founder and CEO of Fruitist, highlighted the strategic value of Williams’ involvement. “Caleb brings a unique perspective to Fruitist,” Magami explained. “He’s not only an elite athlete but also a forward-thinking entrepreneur who understands the intersection of health, nutrition, and long-term impact. He shares our vision for making high-quality snacking more accessible, whether you’re preparing for game day or packing a lunchbox. His partnership is about more than capital—it brings purpose, insight, and a commitment to helping us write the next chapter of Fruitist’s story.”
The collaboration between Fruitist and 888 Midas also reflects a broader trend in the consumer food industry, where athlete-led initiatives are increasingly influencing brand growth and innovation. By combining Williams’ personal experience with elite nutrition and the operational expertise of 888 Midas, Fruitist is well-positioned to enhance its product offerings, expand distribution channels, and develop marketing campaigns that resonate with a new generation of health-conscious consumers.
In practical terms, the partnership will enable Fruitist to accelerate product innovation, invest in sustainable and high-quality sourcing, and extend its reach across North America and potentially global markets. The company plans to leverage this new capital infusion to explore functional snacking options that incorporate superfruits, vitamins, and other performance-enhancing ingredients, catering to both active lifestyles and everyday wellness needs.
“Healthy eating doesn’t have to be complicated,” Williams added. “Fruitist makes it easy to get nutrient-dense, delicious fruits into your daily routine, whether you’re an athlete, a busy professional, or a parent looking for better options for your family. Our investment is about giving people access to better choices, and helping them understand that the small decisions we make around food can have a big impact over time.”
Fruitist’s commitment to quality and innovation has always been central to its growth strategy. The company works closely with trusted growers to source premium berries that meet the highest standards for flavor, texture, and nutritional content. Beyond taste, Fruitist emphasizes sustainability, supporting farming practices that protect the environment while ensuring consistent, year-round availability of its products. The partnership with 888 Midas and Williams adds a new dimension to this mission by infusing athlete-driven insights and wellness expertise directly into the brand’s development roadmap.
Analysts note that Fruitist’s approach reflects a broader shift in consumer preferences, with increasing demand for convenient, healthy, and ethically sourced foods. By pairing this market insight with a strong investment and advisory partnership, Fruitist is uniquely positioned to continue its trajectory as a leader in the premium snacking category.
For Williams, the partnership also aligns with his long-term vision beyond professional sports. As both an investor and advocate for functional nutrition, he sees opportunities to influence how brands communicate the importance of food choices, particularly among younger audiences. “We’re not just investing in a company,” Williams said. “We’re investing in a movement toward healthier lifestyles, smarter eating habits, and a deeper appreciation for how the food we consume impacts our performance and well-being.”
With 888 Midas on board, Fruitist is poised to expand its footprint, innovate in product development, and continue inspiring consumers to embrace superfruits as part of a balanced, health-focused lifestyle. This partnership exemplifies the convergence of sport, wellness, and entrepreneurship, demonstrating how athlete-led initiatives can meaningfully shape consumer behavior and industry trends.
In summary, the collaboration between Fruitist, Caleb Williams, and 888 Midas represents a strategic alignment of vision, values, and capital. It’s a bold statement that healthy snacking is not only a lifestyle choice but a priority, and that businesses with purpose, intention, and quality products can thrive in today’s competitive market. As Fruitist continues to grow and expand its influence, the combined expertise of Williams and 888 Midas ensures the brand remains at the forefront of the superfruit and wellness revolution, delivering delicious, nutrient-rich options that empower consumers to live healthier, more energized lives.
