SmartyPants Vitamins Completes Second Round of Financing Via CircleUp

VENICE, Calif., May 1, 2014 – SmartyPants Vitamins, a leader in nutrient dense gummy supplements, today announced that it has closed a $2.2 million second round of financing via CircleUp, a leading equity-based crowdfunding platform, bringing its raise total to $4.7 million. The funds are being used to further accelerate SmartyPants’ growth strategy including key hires and new products.

Since it opened its doors in 2010, SmartyPants has quickly emerged as a key player in the consumer packaged goods (CPG) nutrition industry with most recent year-over-year 1st quarter sales climbing 181%. The company offers a line of premium all-in-one gummy multivitamins with D3 and Omega 3 in one delicious serving for adults and kids alike.

"The $4.7 million we’ve raised on the CircleUp platform brings a new level of credibility and momentum to the SmartyPants brand,” said Gordon Gould, co-CEO and co-founder of SmartyPants. "CircleUp has made it possible to achieve our aggressive growth goals. By leveraging the CircleUp platform we have also increased our visibility in the CPG nutrition and technology markets, and connected with potential future investors, partners and key advisors we may not have met otherwise.”

CircleUp’s platform connected SmartyPants to a pool of investors and deep industry knowledge, which effectively reduced the total amount of time needed to raise the round. The company’s pool of investors also complemented the strategic angel investors SmartyPants proactively recruited to participate in the round.

"The $4.7 million raised overall by SmartyPants marks one of the largest raise totals to date, and first follow-on round, for CircleUp," said Ryan Caldbeck, CEO and co-founder of CircleUp. “It's a testament to the quality of the SmartyPants brand, as well as the power of the CircleUp platform.”

About SmartyPants Vitamins

SmartyPants Vitamins is the maker of premium all-in-one gummy vitamins. Based in Venice, CA, each of its great-tasting gummies contain a full multivitamin plus over 100% RDI Vitamin D and an excellent source of Omega3 DHA & EPA fatty acids. Created by families and leading health practitioners, the SmartyPants line of delicious, easy-to-chew vitamins are free of artificial flavors, colors and preservatives, and use organic and natural sweeteners – no high fructose corn syrup. SmartyPants are always gluten and casein free. Through its partnership with Vitamin Angels, SmartyPants makes a matching 1-for-1 nutrient grant to a child in need for every bottle sold. For more information, please visit

About CircleUp

CircleUp is a marketplace for investors and non-technology entrepreneurs. Accredited investors find free access to select private investments, easy tools to identify and diligence companies and online transaction capability to make investments. For retail and consumer product entrepreneurs, CircleUp offers an efficient way to access a network of sophisticated investors as well as value added partners. For more information, visit