LONDON — Iris Ventures is intensifying its focus on functional food and drink, leading a $22 million series A investment into Reformed, a top U.K.-based brand that offers instant coffee and matcha drinks with nutritional benefits.
The investment round was oversubscribed, according to Iris, which invested alongside companies including JamJar Investments, V3 and FoodLabs.
Reformed was founded in 2024 by Neil Saada and Neil Marrakchi, who were looking to make people’s morning routines healthier, easier and more efficient.
The brand sells pouches of instant coffee and matcha, which contain 21 vitamins and minerals, and the functional mushrooms lion’s mane and chaga. The pouches also come with 15g of collagen or 5g of creatine, depending on the consumer’s preference.
The specialty-grade arabica coffee comes caffeinated or decaf. Customers can take it black, or with vanilla or mocha flavoring. The ceremonial matcha has even more flavors, including strawberry, coconut, vanilla and blueberry. The drinks are prepared like instant coffee, can be made hot or cold, and mixed with milk or water.
