Feeling Güd

Supporting entrepreneurs

Alumnus Jack Richards (NBS14) on how support from UEA has propelled his business to new heights.

“The support from the UEA Enterprise Fund has allowed me to grow a brand to a level impossible without funding. It’s been life-changing, and I wouldn’t be here without it.”

Jack Richards has taken his wellness brand, Feel Güd, from the garage to the global stage. Specialising in natural, lab-tested, and deliciously flavoured gummies, Feel Güd is revolutionising the world of wellness supplements - and was recently featured by The Independent as their top pick for mushroom gummies in 2025. But Jack’s journey to success hasn’t been without its challenges – and he credits much of his business’s growth to the support of UEA’s Enterprise Fund. This fund is the UK’s most generous student enterprise fund, made possible entirely by philanthropy, thanks to UEA’s generous alumni and donor community.

In 2022, Jack received a £7,500 ‘Grow It’ Grant from the Enterprise Fund, which was followed by a £50,000 ‘Scale It’ Investment in 2023. These grants have played a pivotal role in the development and expansion of Feel Güd.

Jack’s story is just one example of how the Enterprise Fund at UEA is helping student entrepreneurs turn their dreams into thriving businesses. Thanks to the generosity of alumni and supporters, the Enterprise Fund has provided 80 grants and investments of over £1.4m, helping businesses like Feel Güd grow and reach their full potential.

We caught up with Jack to hear about his journey, the challenges he’s faced, and how the Enterprise Fund’s support has made all the difference.

Feel Güd has made a name for itself by reinventing supplements. What sparked the idea to focus on taste and experience as a key selling point?

It all started with my own experience using supplements. I was taking things like ashwagandha, a medicinal herb, and felt amazing, but I just wasn’t sticking to it. Then I read a study that found 46% of people stop using supplements because they don’t like the taste. That’s when it hit me – if people enjoyed the experience, they’d be more likely to keep using them. So, I made flavour a priority. But even more important than taste, I wanted our gummies to work. We teamed up with nutritionists to ensure the doses were optimal. Even now, we’re constantly reformulating – science is always evolving, and so are we!

Launching the UK’s first mushroom gummy is a big milestone. What drove that decision, and how did you know there was a market for it?

Launching the UK’s first mushroom gummy was a proud moment for us. The idea came from trying a mushroom coffee during a job interview. The benefits were clear, but the taste was awful. I thought, ‘If we could make this more enjoyable, it could really take off.’ It’s been amazing to see the market for mushroom supplements grow, and we’re proud to be one of the pioneers in that space.

Looking back on your journey from packing orders in your garage to shipping in bulk, what moment made you realise the business was really taking off?

We’ve had over 13,000 customers now, and we’ve been featured in magazines like The Sun, Vogue, and Tatler. But there’s one moment that really made me realise we were onto something big. We went from delivering orders in my mum’s Fiat 500 to having a huge lorry show up at my parents’ house to ship out pallets. That’s when I thought, ‘Wow, we’ve really made it.’

What’s one challenge you didn’t expect when launching Feel Güd, and how did you tackle it?

One of the biggest challenges I didn’t expect was time management. Starting a business takes over your work, your personal life, everything. You have to love what you’re doing because there are tough moments. One thing I learned quickly is that you can’t work on everything at once. Prioritising what’s going to make the biggest impact has been key. And having a mentor, especially from UEA’s network, has been invaluable. They’ve helped us avoid potential pitfalls and guided us through tricky situations.

You’ve had support from UEA’s Enterprise Team. Aside from funding, what’s been the most game-changing piece of advice you’ve received?

The funding from UEA’s Enterprise Fund has been crucial, but it’s the mentorship that really made a difference. The advice we’ve received helped us scale in the best way possible – it’s about networking, learning from others, and knowing when to ask for help. We’ve been lucky to have that guidance, and we’re excited to continue working with our mentors in the coming year.

What would you say to donors who are considering supporting the Enterprise Fund, and how has it helped your business?

I’d say a big thank you! Without that funding, our growth would have been much slower. The Enterprise Fund allowed me to grow Feel Güd without giving away too much equity. It’s been the difference between staying small and scaling up. Your support has been life-changing for us.

What do you find most rewarding about your journey with Feel Güd so far?

For me, the most rewarding part of this journey is the customer feedback. Hearing how our products have helped people achieve their wellness goals is the best part. Knowing that we’ve created something that genuinely makes a difference is incredible.

What’s next for Feel Güd? Where do you see the business in five years, and what’s your ultimate goal?

We’re starting 2025 with our best growth yet, and we’re planning to release a third product soon. Our ultimate goal is to become the go-to gummy brand for nutritionists and dietitians. We’re also working to increase the scientific backing for our products, and in the future, I’d love to collaborate with UEA’s science department on clinical studies to prove our products’ efficacy.