simplyFUEL Scores Key Investment from CPG Titans' Humble Growth

LEAWOOD, Kan. – January 22, 2026 – simplyFUEL, the fast-growing protein snack company that turned a Kansas City Royals clubhouse recipe into a national retail success, has announced a strategic partnership with Humble Growth. The consumer-focused growth equity firm, co-founded by the creators of Orgain and RXBar, has acquired a minority stake in the brand, signaling a major new chapter for the clean-ingredient snack maker.

The partnership provides simplyFUEL with its first institutional capital, aimed at accelerating its already impressive nationwide expansion. The brand's protein balls, known for their simple ingredients and craveable taste, are currently fixtures on the shelves of major retailers like Costco, Sam's Club, Walmart, and Target.

From World Series Fuel to a Snack Empire

simplyFUEL’s origin story is deeply rooted in elite sports performance and entrepreneurial grit. Founder Mitzi Dulan, a renowned sports dietitian, first developed her protein ball recipe on a whim for the Kansas City Royals during her 10th season as their team nutritionist. The snacks were an immediate hit with the players.

Just six weeks later, the Royals won the 2015 World Series, and Dulan, who received a World Series ring for her contributions, found herself fielding constant inquiries. "During the Royals' playoff and World Series run, I shared the story behind the protein balls I'd been making for the team, and they quickly became popular around Kansas City," Dulan stated. "After the Royals won the World Series, people kept asking how they could buy them, and that's when I realized it was time to turn it into a business and simplyFUEL was born."

From hand-rolling an initial 300 balls a day, Dulan scaled the company with what she calls "heart, hustle, and a lot of grit," largely self-funding its growth. This approach proved remarkably successful. The company has sold over 120 million protein balls to date and has been recognized as the #1 selling protein ball brand in the United States. Its rapid ascent earned it the #61 spot on the 2025 Inc. 5000 list of America's fastest-growing private companies, where it also ranked #4 in the Food & Beverage sector.

A Strategic Play in a Booming Market

The partnership arrives at a pivotal moment in the consumer goods landscape. The global protein snacks market, valued at over $46 billion in 2023, is on a steep upward trajectory. Projections show the market could surge to over $100 billion by 2032, with a compound annual growth rate (CAGR) of nearly 9%. This explosive growth is fueled by a fundamental shift in consumer behavior toward healthier eating habits, convenience, and transparent, clean-label products.

Consumers are increasingly seeking out functional foods that support busy, active lifestyles and wellness goals like weight management. simplyFUEL, with its dietitian-formulated, simple-ingredient promise, is perfectly positioned to capture this demand. The investment from Humble Growth is a strong validation of the brand's alignment with these powerful market trends and its potential for continued, large-scale growth.

The 'Humble' Approach to Scaling Brands

Humble Growth is not a typical private equity firm. Co-founded by Andrew Abraham, the medical doctor who built the protein powerhouse Orgain, and Nick Giannuzzi, a leading CPG attorney who has guided brands like Vitaminwater and BodyArmor through major acquisitions, the firm brings a unique, founder-centric perspective. With a recently launched $312 million fund, Humble Growth aims to partner with the next generation of iconic consumer brands, providing not just capital but deep, hands-on operational expertise.

The firm's philosophy is built on empathy and experience, offering guidance from leaders who have successfully navigated the journey of building, scaling, and exiting their own companies. This was a critical factor for Dulan in choosing her first institutional partner.

"I've built simplyFUEL with my heart... largely without outside capital. This is our first institutional partnership, and it mattered deeply to me that it be with people I trust," Dulan explained. "I've known Andrew and Nick for years, and that relationship came first. As a sports dietitian, I also value that Andrew is a medical doctor; we both care deeply about evidence-based nutrition and fueling people the right way."

Fueling the Future with Expertise and Capital

For simplyFUEL, the partnership is about more than just an infusion of cash; it's about gaining access to a brain trust of CPG veterans. Andrew Abraham's experience scaling Orgain into a dominant force in the protein supplement and shake market provides a direct playbook for product line expansion, brand building, and market penetration.

"I've long admired Mitzi, not just for what she's built, but for how she's built it," said Abraham, Co-Founder of Humble Growth. "She has an extraordinary passion for real, evidence-based nutrition and an authentic connection to her consumers. simplyFUEL is a brand with strong fundamentals, real momentum, and enormous upside ahead."

This hands-on approach is expected to create significant synergies. With production already quadrupled in 2024 to 650,000 protein balls per day, Humble Growth's expertise can help optimize simplyFUEL's supply chain, enhance its robust distribution network, and amplify its marketing message. Giannuzzi's legal and strategic acumen will be invaluable in navigating the complexities of high-growth retail and corporate strategy. As the brand continues its expansion in clubs like Costco and Sam's Club, this partnership equips simplyFUEL with the strategic firepower to solidify its market-leading position and explore new avenues for innovation. The collaboration is set to unlock the next chapter of growth, helping the brand born from a champion's diet reach its utmost potential in households across the country.