Reformed raises £17m led by Iris Ventures with JamJar Investments
This article covers Reformed, a foodtech startup, raising £17m in a series A funding round led by growth equity firm Iris Ventures to accelerate its direct-to-consumer subscription business and support a planned US launch. The funding aims to support Reformed's subscription growth and US expansion, affecting consumers of functional beverages and investors in the UK foodtech sector.
Reformed, a foodtech startup, has raised £17m in a series A funding round led by growth equity firm Iris Ventures to accelerate its direct-to-consumer subscription business and support a planned US launch. The investment comes after the company — founded in 2024 by Neil Saada and Neil Marrakchi — said it had profitably scaled to an annualised run rate of £52m in sales.
Why it matters
The deal underlines investor appetite for consumer health brands that combine everyday habits with functional ingredients. Reformed’s model — selling coffee and matcha blended with collagen or creatine plus a suite of vitamins and minerals via paid subscriptions — sits at the intersection of convenience, health claims and recurring revenue. For investors, those elements can translate into predictable lifetime value and faster scaling if retention and product quality hold up.
Inside the product
Reformed sells arabica coffee and ceremonial matcha formulations infused with either collagen or creatine, and adds 21 vitamins and minerals to the mixes. The product is positioned as a replacement for an ordinary morning drink rather than an additional supplement. The company primarily operates on a direct-to-consumer subscription basis, with prices starting at £39.99 a month. Management says a US launch is planned for the autumn.
Who are the investors?
Iris Ventures led the oversubscribed series A, joined by JamJar Investments, V3 Ventures and FoodLabs.
Iris Ventures is described as a specialist in next-generation consumer brands; its portfolio includes Biomel and Healf, companies that signal Iris’s focus on health-oriented consumer products. JamJar Investments has a health and wellness slant in its portfolio, with brands such as hydration company Humantra, high-fibre soft drink Xoxo, and coffee player Truestart. V3 Ventures backs brands in the better-for-you drinks space, including energy drink maker Holy. FoodLabs also participated in the round.
The backers point to Reformed’s growth and retention profile as the rationale for the investment and to the brand-first positioning that ties product quality to habitual purchase behaviour.
In the announcement, Florian Wojewodzki, partner at Iris Ventures, said:
Reformed had the clarity to see what others missed: consumers weren’t looking for another morning routine to create - they sought a healthier and more gratifying morning ritual. By staying, at heart, a coffee and matcha brand – solving for quality, taste 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.
In the announcement, Sophie Luck, principal at JamJar Investments, 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.
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Founder perspective
In the announcement, Neil Marrakchi, co-founder and co-CEO at Reformed, said:
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. This round is a vote of confidence in that philosophy, and we’re thankful to Iris and all our investors for sharing it.
Founders Saada and Marrakchi have framed the business around transforming an existing daily ritual rather than inventing a new one, a positioning that helps explain early subscription traction and the claim of profitable scale.
The bigger picture
Reformed’s raise adds to momentum in UK consumer health and functional beverage ventures that have attracted growth capital in recent years. The combination of subscription revenue, product differentiation and international expansion plans follows a now-common playbook for direct-to-consumer brands seeking to justify higher acquisition costs through recurring revenues and margins. Regulators and consumers are also increasingly scrutinising functional ingredient claims, so commercial growth will need to be matched by regulatory and quality controls as the brand scales into the US.
The round is another signal that UK-based foodtech startups targeting everyday consumption occasions can still draw material growth capital when they demonstrate strong unit economics and clear routes to expansion across Europe and North America.
They've invested in Reformed
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| Investors | Investment Focus | Startup Investments | Round Size | Connect |
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