Virtue Drinks, a startup specializing in natural energy drinks, has successfully obtained a £1.2 million investment to expedite its expansion throughout the UK, coupled with the introduction of an enhanced recipe.
Established in 2016 with the aim of offering a ‘clean’ substitute for conventional energy drinks, the brand has recently undergone a rebrand this month. Additionally, it has slightly modified its ingredients through a refreshed recipe, now incorporating yerba mate into the entire product range.
Derived from the dried leaves of the South American holly tree, yerba mate is a natural adaptogen rich in caffeine. Virtue claims that it offers the energy akin to coffee, the health benefits of tea, and the endorphins found in chocolate.
Additionally, it furnishes 24 vitamins and minerals, encompassing riboflavin, thiamine, phosphorus, iron, calcium, vitamins C and B6, along with 15 amino acids.
In 2021, Virtue obtained investment from English footballer Chris Smalling, and this was augmented by the recent fundraising of £1.2 million. The latest capital infusion is earmarked to facilitate additional recruitment in the sales and marketing departments, as well as to propel essential marketing initiatives aimed at enhancing brand awareness.
In a statement revealing the fundraising and rebrand, Virtue highlighted that health-conscious millennials seek energy alternatives to coffee and traditional energy drinks, desiring a smooth and enduring energizing effect.
It claims that those who consume yerba mate can achieve a state of ‘alert wakefulness,’ similar to coffee but for an extended duration, minus the typical ‘crash’ or sleep-related effects associated with coffee. Furthermore, it asserts potential benefits in enhancing mental acuity and aiding digestion.
Virtue’s beverages boast 80mg of organic caffeine in each serving, with no added sugar, zero calories, and no artificial ingredients. These products are currently being introduced in Waitrose stores nationwide.
Rahi Daneshmand, Virtue founder, said, “We are very excited for this next stage of growth, as we build the market-leading clean energy drinks brand. Virtue is the first all-natural, zero sugar and zero calories energy drink in the UK and we plan to make our drinks accessible to even more people.”
