Sports star buys into premium berry brand, supporting its healthy snacking mission as it continues rapid commercial growth across North American retail
NFL quarterback Caleb Williams is helping to drive berry brand Fruitist’s continued commercial development after his company 888 Midas became the latest draft pick on its roster of investors.
The group, which Williams founded in 2024, has focused its strategic investments on promising startups in the consumer, health and wellness, sports, media, and entertainment sectors.
888 Midas’ involvement will support Fruitist’s efforts to promote its berries to consumers as part of a healthy snacking playbook.
“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 Williams, who joined the Chicago Bears last season and subsequently signed a four-year contract worth almost US$40mn.
“Fruitist is a company with intention and a mission that I believe in, with the traction to back it up. With 888 Midas, we are proud to invest in better, smarter, and healthier options for the next generation and to help bring these berries to fans everywhere.”
According to Fruitist, the partnership builds on its recent momentum in the healthy snacking space: recognition on the 2025 CNBC Disruptor 50 list, more than US$1bn in lifetime sales, and a valuation exceeding US$1bn.
Its fruit is available at more than 12,500 retail stores across North America – including Costco, Giant, Publix, ShopRite, Sprouts, Trader Joe’s, Wakefern, Walmart, Whole Foods, and more – and as such Fruitist has gained a devoted following for its flagship Jumbo Blueberries and a growing portfolio of premium superfruits.
“Caleb brings a unique lens to Fruitist. He’s not only an athlete at the highest level, but someone thinking strategically about health, food, and long-term impact,” said Steve Magami, co-founder and CEO of Fruitist.
“He sees what we see: a chance to make high-quality snacking easier to access, whether you’re training for game day or packing a lunch box. His investment and partnership bring both perspective and purpose to the next chapter of Fruitist.”
