Founded in 2024 by Neil Saada and Neil Marrakchi, Reformed sells pouches of instant specialty-grade arabica coffee and ceremonial matcha that include 21 vitamins and minerals, functional mushrooms (lion’s mane and chaga) and either 15g collagen or 5g creatine. The products are offered caffeinated or decaf (coffee) and come in multiple flavors; they can be prepared hot or cold and mixed with milk or water. Reformed operates primarily on a direct-to-consumer subscription model with pricing starting at £39.99 per month, and it also sells branded accessories and has selective retail presence (including Selfridges). The company has scaled profitably to $70 million in annual revenue within two years and reports particularly strong growth among health-focused consumers in central London. Reformed plans to expand into the U.S. in the third quarter and intends to prioritize controlled, quality-focused growth rather than mass retail distribution.

Total raised

$22M

Funding rounds

1

Latest round

Series A

Latest activity

Jul 2026