At MFG, we look for breakout consumer brands with a scalable product, a proven market, and a clear brand moat. KA-EX stood out immediately, not just for its category-defining claims, but for how rigorously those claims are validated.
Here’s why we backed KA-EX with a $3M media capital investment:
1. A Global Market Ripe for Redefinition
The global sports and recovery supplements market is projected to exceed $40B by 2030, driven by a sharp rise in health-conscious consumers seeking functional, scientifically validated products. But while protein, electrolytes, and hydration dominate the category, very few products directly address cortisol regulation, one of the core biochemical drivers of fatigue, poor sleep, and prolonged recovery.
KA-EX is the first consumer product globally to position itself as a fast-acting cortisol stress reducer, with patent-protected formulation and delivery.
2. Clinically Proven, Patent-Protected IP
Most supplements lack clinical rigor. KA-EX has completed three clinical trials, including one conducted fully independently, demonstrating reductions in cortisol levels within 48 hours, improved REM sleep, and reduced inflammation.
Its two-phase bottle delivery system is patented and addresses stability issues for bioactive compounds, creating a moat both in terms of formulation and user experience. This isn’t just differentiated, it’s defensible.
3. Early Traction and Cultural Relevance
Originating in Switzerland, KA-EX has already secured significant traction in European markets, with distribution in pharmacies, performance stores, and wellness retailers. It is trusted by elite athletes and teams, including Paris Saint-Germain, Tudor Pro Cycling, and Olympic champion Lara Gut-Behrami.
The brand has also organically crossed over into lifestyle wellness, with U.S. placements at Equinox Earthbar, GoPuff, and The Feed, bridging sport and premium wellness.
4. The Right Fit for Media Capital
KA-EX has high gross margins, repeat-purchase potential, and a message that scales with storytelling, the core ingredients for a successful media capital partnership.
With our support, KA-EX is launching a full-funnel, multi-channel campaign across The Tennis Channel, TelevisaUnivision’s ViX+, New York Post, and JCDecaux OOH, targeting high-intent, performance-minded audiences across the U.S.
