German DTC soft drinks startup Holy is to invest £10m in a bid to break into UK retail.
The brand, founded in 2020, said it was earmarking the funds “as part of a longer-term commitment to building a strong local team, retail presence and UK brand footprint”.
Expanding into retail would be “a key focus in 2026”, it said.
Holy’s drinks lineup comprises powdered energy drinks, hydration beverages and iced teas sold in sachet or tub format. They are designed to be mixed with water by consumers at home.
The brand – which launched in the UK via DTC in 2023 – will this year set up a dedicated UK-based operations team in London headed up by Dan Macken. Also joining the team is former Monster Energy exec Ben Pegram.
Macken brought “more than a decade of experience across high-growth consumer brands, hospitality, and financial services” said Holy.
Prior to joining the brand he founded UK-based café, restaurant and hotel concept Caffeine&Machine, following stints at Barclays across the UK, Europe, and the Middle East.
“Since launching across Europe in 2020, we’ve seen a clear demand from flavour-obsessed consumers for sugar-free soft drinks that actually taste good,” said Macken. “That’s why we’re excited about the UK market and about setting down roots here, building a local team, and taking Holy beyond DTC into new channels and new audiences.”
It comes after Holy raised €10.5m (£9m) in a Series A fundraise led by Left Lane Capital in 2023.
No comments yet