Star Quarterback and Entrepreneur Caleb Williams’ 888 Midas Join Unicorn Berry Company Fruitist As Investors

Caleb Williams’ 888 Midas backs high-growth superfruit brand focused on flavor, nutrition, and the future of healthy snacking

CHICAGO--(BUSINESS WIRE)--Fruitist, the global superfruit brand inspiring the world to snack healthier, today announced a new partnership with 888 Midas, the strategic investment firm founded by quarterback Caleb Williams.

888 Midas joins Fruitist’s roster of investors, further fueling the growth of the unicorn berry brand. Founded in 2024, 888 Midas focuses on early- to growth-stage companies positioned to lead in the consumer, health and wellness, sports, media, and entertainment sectors. The firm provides a unique platform for athlete- and advisor-led investing across private equity, venture capital, real estate, and real estate alternative assets.

At the heart of the collaboration is a shared belief: what you put in your body matters. Together, Fruitist, Williams and 888 Midas are partnering to elevate healthy snacking as a core pillar of everyday wellness. As a performance-driven athlete, Williams has long prioritized fueling with whole, functional foods to optimize his energy and longevity.

“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, Star Quarterback and Entrepreneur. “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.”

This partnership builds on Fruitist’s recent momentum in the healthy snacking space: recognition on the 2025 CNBC Disruptor 50 list, more than $1 billion in lifetime sales, and a valuation exceeding $1 billion. Fruitist is available in over 12,500 retail locations across North America – including Costco, Giant, Publix, ShopRite, Sprouts, Trader Joe’s, Wakefern, Walmart, Whole Foods, and more. Fruitist has gained a devoted following for its flagship Jumbo Blueberries and 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 lunchbox. His investment and partnership bring both perspective and purpose to the next chapter of Fruitist.”

About Fruitist

Fruitist is a premium fruit brand setting a new standard for healthy snacking. Formerly known as Agrovision (founded in 2012) - where Fruitist began as its flagship consumer brand - the company delivers bold flavor, satisfying crunch, real nutrition, and feel-good indulgence in every bite. Fruitist is backed by top-tier investors, and global marketing is led by a recently built seasoned CPG team with world-class experience from Nestlé, P&G, The Wonderful Company, and more.

About 888 Midas

Founded by star quarterback Caleb Williams and partners, 888 Midas is an investment and strategic business advisory enterprise seeking like-minded associations and select private equity, venture capital, and real estate funding opportunities. The firm is focused on cultural relevance, long-term value creation, and mission-aligned capital deployment. With deep expertise across consumer brands, emerging technologies, lifestyle, and other alternative assets, 888 Midas partners with bold founders and visionary teams to help unlock transformational growth. For more information, visit 888midas.com.