UK functional coffee and matcha brand raises $22m to take on the US market

The London-based start-up is the latest wellness brand to attract significant investment as it gears up to launch its collagen coffee and matcha products in the US

From protein and collagen to mushrooms and nootropics, the US functional coffee market is brimming with opportunities, and one UK brand is seeking to catalyse soaring consumer demand.

Premium functional coffee and matcha brand Reformed has just raised $22m to facilitate a launch across the Atlantic before the end of the year.

The US functional coffee market is valued at approximately $1.2bn, with health-boosting adaptogens popular additions to coffee and matcha beverages in cafés – and increasingly at home.