Morning brews are getting a boost.
What’s happening: Reformed, a UK-born functional matcha and coffee brand, secured £17M to scale its DTC subscription business internationally.
Instant gratification. Optimizing morning routines, Reformed’s instant beverages prioritize health benefits over jittery energy, packing vitamins, minerals, mushrooms, creatine, and collagen into flavored powders.
In less than two years, the brand has racked up $70M in annual revenue via its DTC subscription business and complementary SKUss spanning fiber drinks and shakers.
Wellness-grade. Turning coffee hour into a ritual, functional beverages are transforming the supplement category with artisanal, benefit-first formulas.
More than a caffeine fix, MUD\WTR, Spacegoods, and Everyday Dose blend mushrooms and adaptogens into instant coffee for a stress-free boost. Vivi layers in NAD+ precursors and collagen for longevity, while Giants and Javvy protein-maxx.
Betting on the hype, retailers are distributing DTC darlings — Ulta Beauty stocked clöud café’s ingestible beauty matcha mixes. Doubling up, Target shelves the brand alongside RYZE’s mushroom-enhanced lattes.
Punchline: Riding the functional beverage wave, Reformed is blurring the line between a stack of supplements and a barista-approved brew.
