Functional drinks are flexing their influence.
What’s happening: British better-for-you energy drink maker Neutonic secured $6M at a $60M valuation.
Already sold in 10K+ UK stores and online, the funding will expand its RTD drinks and nootropic supplements to new international markets and accelerate US growth.
Neu flow. Blending natural caffeine with nootropics like L-theanine and citicoline, Neutonic’s beverages promise sustained focus and energy without the crash of traditional energy drinks.
Bought in, co-founders and social media personalities James Smith and Chris Williamson have promoted the functional drinks to a highly engaged audience, selling 7.5M+ cans since launching the brand in ’23.
Backed by Grenade co-founder Al Barratt and Sweat co-founder Kayla Itsines, it’s on track for $25M+ in ’26 sales.
Brain gains. Seeking clarity, cognitive health is a priority for 35% of 18–24-year-olds, per SPINS, and an influencer co-sign is an increasingly valuable selling point.
Touting expertise and achievement, Andrew Huberman is steering yerba mate brand Mateína, while Kim Kardashian-aligned UPDATE launched into 4K+ US Walmart stores. Social-born success stories, Katy Hearn’s Alani Nu and Mari Llewellyn’s Bloom both surpassed $1B in ’25 sales.
Punchline: Engineered for outcomes and amplified by influence, next-gen beverages aren’t just selling states; they’re serving cultural currency.
