IRIS Ventures has led a $22 million Series A funding round in Reformed, the European functional beverages brand that is redefining consumers' daily coffee and matcha routines by combining premium ingredients with wellness-focused formulations.
Founded by Neil S. and Neil Marrakchi, Reformed combines premium coffee and ceremonial matcha with functional ingredients to make everyday wellness a seamless part of consumers' existing routines.
In just two years, the company has achieved more than $70 million in annualised revenue, reached profitability, built a highly engaged customer community and established itself as one of Europe's fastest-growing consumer brands.
Through this investment, IRIS Ventures will support Reformed's next phase of growth, helping the company accelerate its international expansion and strengthen its position in the rapidly growing functional beverages and consumer wellness market.
IRIS Ventures believes the next generation of consumer health brands will succeed by enhancing existing daily habits rather than asking consumers to adopt entirely new behaviours. Reformed exemplifies this approach by integrating functional wellness into products people already consume every day.
The funding will enable Reformed to continue expanding internationally while building one of the leading global brands at the intersection of specialty beverages and functional wellness.
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During the session, the company presented details of its investment po...
