Feisty raises its first external funding from BTomorrow Ventures

Feisty, the London functional beverage startup behind a clear plant-based protein soda, has secured its first external investment, from BTomorrow Ventures and a group of industry angels, after being entirely self-funded to date.

Founded in 2024 by former Louis Vuitton designer Vy Cutting and her mother, Dr Hong Huynh, a PhD scientist who runs R&D, Feisty is built to take protein beyond the gym crowd. Each can carries 10g of complete plant protein via a patent-pending clear formula, with no added sugar or artificial ingredients, an allergen-free profile and a conventional soda taste.

The brand has leaned on culture over fitness cues. Feisty has shared the mother-daughter build on TikTok, generating more than four million organic impressions, and has run activations including a three-way collaboration with Nike and Isamaya at Selfridges.

The brand is already stocked in Selfridges, Whole Foods Market UK, Harrods, Soho House and Zapp, and is using the funding for a relaunch with reformulated recipes and three flavours: Wild Strawberry, White Peach and Red Cherry.

"We built Feisty because we were tired of chalky powders and hyper-masculine fitness branding," said co-founder Vy Cutting. "Positioning Feisty as 'Poppi's fit cousin' allows us to bridge the gap between functional nutrition and everyday taste."