THE WHAT? Iris Ventures has led a US$22 million Series A funding round in UK functional beverage brand Reformed to support its next phase of international growth.
THE DETAILS The oversubscribed funding round included participation from JamJar Investments, V3 and FoodLabs. Founded in 2024, Reformed produces instant coffee and matcha drinks fortified with vitamins, minerals, functional mushrooms, collagen or creatine, and operates on a direct-to-consumer subscription model. The company has grown to approximately US$70 million in annual revenue within two years and plans to use the investment to strengthen its leadership team and launch in the US. Iris Ventures said Reformed’s combination of wellness, convenience and premium positioning has made it one of Europe’s fastest-growing consumer brands.
THE WHY? The investment reflects growing demand for functional food and beverage products as consumers increasingly seek convenient, nutrition-focused wellness solutions, while supporting Reformed’s international expansion strategy.
Source: WWD
