Reformed, the functional-wellness brand, has raised a $22m Series A led by IRIS Ventures. The round was oversubscribed, according to IRIS, with participation from JamJar Investments, V3 and FoodLabs.
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Founded two years ago by entrepreneurs Neil Saada and Neil Marrakchi, Reformed sells powdered premium arabica coffee and ceremonial matcha blended with functional ingredients including vitamins, minerals and collagen — positioned as an upgrade to a routine consumers already have rather than a new habit to adopt.
The brand has scaled to more than $70m in annualised revenue, reached profitability and built a highly engaged community in just two years, making it one of Europe's fastest-growing consumer brands.
The capital will fund international expansion as Reformed builds at the intersection of specialty beverages and functional wellness.
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