Functional-Drinks Brand Reformed Raises $22M Series A to Enter the US
The UK startup turns instant coffee and matcha into functional-wellness products — with collagen, creatine, and mushrooms mixed in. Two years in, it says it's already at ~$70M in annual revenue.
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Reformed, a UK-based functional-beverage brand, has raised a $22 million Series A led by Iris Ventures, the company announced this week. The round also drew in JamJar Investments, V3, and FoodLabs.
The startup sits at the intersection of specialty drinks and functional wellness — and it is growing fast. Founded in 2024, Reformed says it has reached roughly $70 million in annualized revenue in about two years, and has been described as one of Europe’s fastest-growing consumer brands.
What Reformed Sells
Reformed’s core products are everyday drinks with a wellness twist: powdered premium arabica coffee and ceremonial matcha, blended with functional ingredients such as vitamins, minerals, functional mushrooms, collagen, and creatine.
The pitch is convenience plus function — familiar formats people already reach for daily, reformulated to carry ingredients associated with the wellness and healthspan trend. The brand sells primarily direct-to-consumer through a subscription model, the engine behind much of its rapid growth.
What the Money Is For
The Series A is earmarked for two priorities: strengthening the leadership team and launching in the United States, the largest and most competitive market for functional food and beverage.
“Reformed’s combination of wellness, convenience and premium positioning has made it one of Europe’s fastest-growing consumer brands,” said Iris Ventures, the round’s lead investor.
Reformed was founded by Neil Saada and Neil Marrakchi.
The Bigger Picture
The raise is a bet on the continued momentum of the functional food and beverage category — products that promise a nutritional or wellness benefit beyond basic refreshment, from adaptogenic mushrooms to added collagen and creatine. For consumers, these drinks occupy a middle ground: more approachable than supplements, more marketable than plain coffee, but with health claims that are typically softer than clinical evidence.
The investor interest is less about any single ingredient than the behavior it rides on — people increasingly want their daily habits to double as wellness routines. Whether Reformed can carry that momentum into the crowded US market, where functional beverages are already a battleground, is the question the $22 million is meant to answer.
The round at a glance
- Company: Reformed (UK), founded 2024
- Round: $22 million Series A
- Investors: Iris Ventures (lead), JamJar Investments, V3, FoodLabs
- Products: Powdered arabica coffee and ceremonial matcha with functional ingredients (vitamins, minerals, mushrooms, collagen, creatine)
- Traction: ~$70M annualized revenue in ~2 years; direct-to-consumer subscription
- Use of funds: Strengthen leadership; launch in the US
Details drawn from The Checkout and Global Cosmetics News (reporting WWD), July 2026. Revenue and growth figures are as reported by the company and have not been independently verified.
Disclaimer
This content is for informational and educational purposes only and is not medical advice. Always consult a qualified healthcare professional before making changes to your health.
