Reformed raises $22m in Series A funding led by IRIS Ventures to fuel international expansion
The functional coffee and matcha brand secured backing from IRIS Ventures alongside JamJar Investments, V3 Ventures, and FoodLabs.
≈ £16.5M at $1 = £0.7491 on 13 Jul 2026
A London-based functional beverage brand producing specialty coffee and matcha infused with vitamins, collagen, and functional mushrooms.
Reformed has secured $22m in a Series A financing round led by IRIS Ventures to fund international expansion and product development. The London-based functional beverage producer drew follow-on participation from JamJar Investments, V3 Ventures, and FoodLabs, bringing fresh capital to support its upcoming entry into the United States market.
Operating with a compact team of 14 people, the company has scaled rapidly through a direct-to-consumer subscription model, achieving $70m in annualised revenue within 20 months of launch. The fresh funding will be deployed towards senior recruitment, rolling out new product formats in coffee and matcha, and establishing local manufacturing partnerships abroad as the brand targets a $100m run rate.
Co-founded by Neil Marrakchi and Neil Saada in April 2024, the business combines arabica coffee and ceremonial-grade matcha with nutritional compounds such as functional mushrooms and vitamins. While maintaining a primary focus on subscriptions, the brand also maintains a retail presence at Selfridges and plans to explore potential strategic acquisition opportunities in the future.
From the founder
"The idea is to add as much nutritional value as possible without disrupting the essence of the drink,"
Neil Marrakchi
Co-founder at Reformed
Use of funds
- 01Grow the team
- 02Continue product development
- 03Expand into international markets