Reformed Raises $22M Series A for Functional Coffee Brand

July 13, 2026

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Reformed, a London health and wellness brand, has raised $22 million in a Series A round led by Iris Ventures. JamJar Investments, V3 and FoodLabs also joined the oversubscribed round.

Founded in 2024 by Neil Saada and Neil Marrakchi, Reformed sells pouches of instant coffee and matcha built for daily nutrition, each containing 21 vitamins and minerals along with the functional mushrooms lion’s mane and chaga. The founders set out to make morning routines healthier and simpler through a direct-to-consumer subscription model.

Reformed says it reached $70 million in annualized revenue in just 20 months with a team of 14, and will use the new funding to build on that momentum.

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