Reformed, a functional beverage company combining premium coffee and ceremonial matcha with wellness-focused ingredients, has raised $22 million in Series A funding led by IRIS Ventures. Founded by Neil Saada and Neil Marrakchi, Reformed is developing products designed to incorporate functional wellness into routines that consumers already follow. The company’s approach centers on enhancing everyday beverages rather than asking customers to adopt entirely new habits.
Reformed offers coffee and matcha products formulated with functional ingredients intended to support areas such as energy, focus, and overall well-being. By combining established beverage categories with the growing demand for convenient wellness products, the company is positioning itself at the intersection of specialty drinks and consumer health.
The funding follows a period of rapid growth for Reformed. According to IRIS Ventures, the company has scaled to more than $70 million in annualized revenue within two years of its founding while also achieving profitability.
Reformed has also built an engaged customer community, helping it become one of Europe’s fastest-growing consumer brands. Its growth reflects increasing consumer interest in products that combine familiar daily rituals with additional functional benefits.
IRIS Ventures said it has long believed that the next generation of consumer health brands will succeed by improving behaviors consumers already practice. Reformed fits that investment thesis by incorporating functional ingredients into coffee and matcha, two beverages that are already part of many consumers’ daily routines.
The Series A financing will support Reformed’s continued international expansion as the company seeks to establish a broader global presence. The business also plans to strengthen its brand at the intersection of specialty beverages, nutrition, and functional wellness.
IRIS Ventures will work with Reformed as the company scales its operations, expands into additional markets, and introduces its products to a wider customer base.
The investment also adds Reformed to IRIS Ventures’ portfolio of consumer-focused businesses. The venture firm backs companies seeking to capitalize on shifts in consumer behavior across areas such as wellness, beauty, lifestyle, and technology-enabled commerce.
Reformed’s combination of strong revenue growth, profitability, and customer engagement gives the company a foundation for further expansion. With the new capital, the company plans to continue building a category-defining functional beverage brand around convenient products that fit naturally into consumers’ existing routines.
