THE WHAT? Better & Better has announced that it has raised US$4 million in funding in a round led by newly-founded global fund Fifth Quarter Ventures, supported by Will Smith and Keisuke Honda’s Dreamer’s Fund, among others.

THE DETAILS “This cornerstone deal underscores Fifth Quarter Ventures’ focus on supporting innovation and Serbian entrepreneurship around the world,” said Tihomir Bajic, FQV Partner and CEO of LTSE Software. “Better & Better, co-founded by Vladimir Vukicevic, a Serbian-American, is the leader in science-backed and vitamin-infused products. We look forward to growing with Better & Better and building the future of personal health worldwide.”

THE WHY? The funding will be used to accelerate the expansion of Better & Better’s science-backed and vitamin-infused oral health care product line-up, as well as to grow its retail footprint, and execute an aggressive sales and marketing strategy. Looking further ahead, the brand plans to expand beyond its existing better-for-your-health, oral care products and launch new ways for consumers to digest and absorb micronutrients without taking a pill. Better & Better is building a platform for persistent and personalized nutrient delivery in a sustainable and non-toxic manner.