Functional coffee and matcha startup Reformed has sealed a £17m investment to continue to fund “explosive” growth at the DTC brand.
Growth equity firm Iris Ventures led the oversubscribed Series A round, with support from JamJar Investments, V3 and FoodLabs.
Neil Saada and Neil Marrakchi launched Reformed in 2024 to “reinvent the daily coffee and matcha ritual”. The brand combines arabica coffee or ceremonial matcha with collagen or creatine and 21 vitamins and minerals.
Reformed operates almost exclusively under a direct-to-consumer subscription model, selling its range of products at a starting price of £39.99 a month.
It claimed to be one of Europe’s fastest-growing consumer health brands after profitably scaling to a run rate of £52m in annualised sales. A launch in the US is lined up for the autumn.
“Reformed has always been brand and product-first: quality ingredients, rooted in the heritage of coffee and matcha, designed to help people build better habits without compromise,” said co-founder and co-CEO Marrakchi.
“This round is a vote of confidence in that philosophy, and we’re thankful to Iris and all our investors for sharing it.”
Iris Ventures specialises in backing disruptive, next-generation consumer brands and counts the likes of Biomel and Healf in its portfolio.
“Reformed had the clarity to see what others missed: the wellness consumer wasn’t looking for another morning formula to create – they were looking for a healthier and better-stacked ritual,” said Iris partner Florian Wojewodzki.
“By solving for quality, efficacy and convenience in the same cup, Reformed turned a daily habit into a beloved brand. Their explosive growth is the proof point, and we at Iris are thrilled to be partnering with them for the chapter ahead.”
Iris founder and managing partner Montse Suarez added: “Reformed is exactly the kind of category-defining company we were built to back. We’ve long believed the line between pharmacy and kitchen is disappearing, and Reformed is proving it by democratising wellness, turning what used to be a luxury into an everyday habit.”
JamJar Investments principal Sophie Luck said: “Reformed’s growth has been exceptional, and it’s clear the brand has real consumer pull. The founders have built a premium, great-tasting product and a beautiful brand experience around a daily ritual people already love, with added functional benefits that feel highly relevant to today’s consumer. We’re thrilled to support them as they build on this incredible momentum in the UK and beyond.”
JamJar count hydration brand Humantra and high fibre soft drink Xoxo as part of its health and wellness portfolio, along with Truestart in coffee, while V3 Ventures backs better-for-you energy drink maker Holy.
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