Key Takeaways:The Series B round was led by Alliance Consumer Growth, along with family office Impact Capital, and existing investor Unilever Ventures participated.In tandem with the funding, Create is expanding product categories with the launch of Creatine + Electrolytes exclusively with Target.Creatine has gone mainstream, expected to reach $4.2 billion globally by 2030.Creatine gummy brand Create Wellness has raised $20 million in a Series B round to scale retail distribution and establish creatine as a daily habit.WHO: Create Wellness was co-founded in 2022 by husband-and-wife duo Dan and Sienna McCormick. The company popularized the creatine monohydrate gummy and is the category leader across major retail and e-commerce channels. Create's products use best-in-class ingredients, are third-party tested for potency by Eurofins, and are NSF for Sport Certified. Create's mission is to make the proven benefits of creatine—for strength, recovery, and cognitive performance—accessible to everyone. Expanding its portfolio, Create unveiled its first powder, combining creatine, electrolytes, and taurine for multifunctional benefits, with exclusive in-store distribution at Target.WHY: Create plans to use the funding to accelerate its next phase of growth, including expanding retail distribution, investing in consumer education, advancing product innovation, and scaling marketing efforts to support the mainstream adoption of creatine as a core component of modern wellness routines. IN THEIR OWN WORDS: "Create Wellness is one of the most exciting emerging brands in the VMS industry. They've created best-in-class products in a large, fast-growing category.