Organic Traditions said the capital will support expansion of its Fiber Flow platform, strengthen its digital business and operational infrastructure, and accelerate growth across the US market. Organic Traditions plans to use part of the investment to expand Fiber Flow, its stick-pack supplement combining fiber, prebiotics and probiotics. “People aren’t confused about why fiber matters...what’s held them back is the category itself,” Ally Mamalider, second-generation founder and CEO of Organic Traditions, told NutraIngredients. According to the company, revenue has grown 70% over the past three years, driven by product innovation and expanded omnichannel distribution. “The capital, the retail expansion, the innovation platform, all of it is in service of that same mission,” she said.