Plant-based protein drinks brand, GROUNDED, secures an oversubscribed seed round led by Rianta Capital to power their mission of becoming the cleanest protein shake on the planet.
GROUNDED, the West London drinks brand who is on a mission to "make the cleanest protein shakes on the planet," successfully closed their seed round earlier last month. The round was led by Rianta Capital, alongside participation from existing investors (Lever VC, Veg Capital & Artesian VC) and new angel investors. The company secured funding in excess of their original target amount and joins Rianta Capital’s existing portfolio of consumer brands, which includes Lucky Saint, Something&Nothing, Heights Vitamins and MOTH Drinks.
GROUNDED launched their clean plant-based protein shakes back in 2020. Co-Founders Gabriel Bean and Bryn Ferris launched the brand to take on the RTD protein space, which is "saturated with rubbish ingredients and dairy based drinks." The brand was quickly picked up by premium retailers including Selfridges, Planet Organic and the Soho House estate. Sales have grown rapidly since launch, becoming the 'best selling protein shake' in a notable organic supermarket. Two years on, the GROUNDED range is still the best seller in the category, outselling brands such Pulsin, Exalt + Huel, and is now in full swing of nationwide expansion, with more launches in the New Year.
We saw the vision with GROUNDED. The space they're targeting is in need of change and they are the perfect brand for this. We backed the founders on the strength of their products, the brand and clear mission. This is an exciting time to get involved.
Ben Betancourt, Head of Ventures at Rianta Capital
They've also made a mark in the premium gym space; listed in places such as the Anthony Joshua-backed gym BXR, through to the London based chain Gymbox, where they're currently outselling the dairy competitors. The brand has since expanded its distribution base to major online retailers such as Ocado and Holland & Barrett, whilst they look to use the seed round funding to "turbo- rocket retail growth" across the country's grocery and fitness space.
This year has certainly been a tougher climate to raise investment in than previous years, so we’re even more delighted to have surpassed our funding target for our seed round. Our focus is now on building a winning sales team and with that growing our distribution.
Bryn Ferris, Co-Founder, GROUNDED
Whilst they work on the UK market, GROUNDED also have their sights on strategic international listings. They already have active distribution abroad, and will continue to expand their international distribution in the coming months with key partners.
Sales expansion and brand building will be the company's primary focus over the next year, which amongst other things, will include the launch of some long awaited NPD.
Being backed by investors is one thing, but being backed by investors who lend value to 'brand' the way that Rianta do is another. We're thrilled to be joining their roster of investments, and looking forward to the next phase in our mission.