Reformed Secures £17m to Expand Functional Beverage Offerings
Reformed, a startup known for its innovative approach to coffee and matcha, recently closed a £17m Series A funding round. The investment was led by growth equity firm Iris Ventures, with additional contributions from JamJar Investments, V3 Ventures, and FoodLabs. The company, co-founded by Neil Saada and Neil Marrakchi in 2024, aims to transform the daily coffee and matcha experience by infusing these beverages with collagen, creatine, and 21 vitamins and minerals.
Operating primarily through a direct-to-consumer subscription model, Reformed offers its products starting at £39.99 per month. The company has reported a profitable scaling to an annualized sales run rate of £52m, positioning itself as one of Europe's fastest-growing consumer health brands. Plans are underway for a US market launch in the autumn.
According to co-founder Marrakchi, the brand prioritizes quality ingredients and aims to enhance daily habits without compromise. The recent investment reflects confidence in this philosophy, with Marrakchi expressing gratitude towards Iris and other investors for their support.
Iris Ventures, known for backing next-generation consumer brands, includes companies like Biomel and Healf in its portfolio. Partner Florian Wojewodzki noted that Reformed has successfully addressed consumer demand for a healthier morning ritual by focusing on quality, taste, and convenience. He expressed excitement over the brand's explosive growth and the opportunity to partner with them moving forward.
JamJar Investments, which has invested in health and wellness brands such as Humantra and Xoxo, also participated in the funding round. Sophie Luck, a principal at JamJar, highlighted Reformed's exceptional growth and strong consumer appeal. She praised the founders for creating a premium product that integrates functional benefits into a beloved daily ritual.
As Reformed continues to gain momentum, it remains focused on expanding its reach in the UK and beyond, supported by a robust investor network committed to fostering its growth in the competitive functional beverage market.
