Every Sunday morning, Joe Jonas opens his laptop and logs into Zoom to co-host a 45-minute meditation class with monk-turned-celeb guru Jay Shetty. Between filming Korean War film Devotion and adjusting to life as a new dad, he says prioritizing his mental health has never been so important. “As much as we’re all in our own little bubbles in quarantine, I still try to just be with myself and check-in,” he says. “It comes back to mind. It’s what you put in your body and what you eat.”
Since eating well is easier said than done—even for Jonas, who admittedly struggles to resist the “table of delicious looking stuff” while on set—he’s put his money where his mouth is, announcing Tuesday that he has invested in early-state superfood startup Mindright’s $1.8 million seed round. The 31-year-old, who took home a slice of the $68.5 million pie Forbes estimates the Jonas Brothers earned in 2020, invested alongside CNBC’s The Profit’s Marcus Lemonis and fellow musician Travis Barker.
“It’s not just a bar,” says Jonas, who made the 2018 Forbes 30 Under 30 Music list after his DNCE single “Cake by the Ocean” hit 1 billion streams. “It’s what comes with the bar—this mental health aspect, that’s something that really hit home for me and my wife.”
Joe Jonas is putting his millions where his mouth is, investing in healthy snack company Mindright.
AzioneCofounded by former professional skateboarder and reality television star Rob Dyrdek in 2021, Mindright sells bars billed as mood boosting thanks to a proprietary mix of ashwagandha, ginseng, MCT and cordyceps—what it calls its “Happy Brain Blend.” Mindright’s recipe is inspired by homeopathic medicine’s historic use of these ingredients to reduce stress and lift spirits. The 210-calorie, vegan, gluten-free bars come in three flavors—peanut butter cup, blueberry almost and toasted coconut—and are sold on Amazon and the company’s e-commerce site, though it plans to retail in brick-and-mortar shops soon.
“Brain health, in general, always trails back to how you take care of your body,” says Dyrdek, 46. “The next frontier is how do you eat healthier foods, and then put in these active ingredients that ultimately help support the brain and help support mood.”
Mindright currently sells three flavors of bars via ecommerce, but plans to expand its offerings and reach customers in physical retailers soon.
AzioneJonas’ investment in Mindright is just one piece of the work he and wife and actress Sophie Turner are doing to promote mental health, including developing a mental health foundation, which is currently an early stage venture. “Mental health is such a priority for me: It affects everything—from how you handle stress, relate to others and just the choices you make. And as I got a little older, I wanted to do my part,” he says.
This is also just his latest investment. Though Jonas is perhaps best known for his music portfolio—in addition to the Jonas Brothers, he’s had a solo career, fronting the band DNCE, starring in Disney’s Camp Rock and hosting Quibi travel series Cup of Joe—he’s been growing his venture portfolio since 2020 when he invested in self-heating mug Ember. Since then, he’s also participated in hand-sanitizer mist Emu’s seed round and Jay-Z’s cannabis company Monogram’s SPAC IPO in November, 2020.
“I don’t know if you’ll see me on Shark Tank just yet, but I do enjoy it,” says Jonas. “If it makes sense and feels right, then I’m happy to be part of something I’m passionate about. With Mindright, it was like, ‘I can’t wait to show this stuff off.’”
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March 10, 2021 at 07:00PM
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Joe Jonas Invests In Superfood Startup Mindright’s $1.8 Million Seed Round - Forbes
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