Virtue Drinks

About Virtue Drinks

Virtue Drinks is a beverage company specializing in clean energy drinks with zero sugar and zero calories. The company's core products, Virtue Clean Energy and Virtue Yerba Mate, are formulated with natural ingredients, including sparkling water, natural fruit flavors, and energy derived from sources like green coffee beans and yerba mate. These drinks are positioned as a healthier alternative to traditional energy drinks, which are often high in sugar and artificial ingredients. The company was founded in 2016 by Rahi and Shayan anafian. After initially being rejected by most retailers, they gained traction when Whole Foods Market decided to stock their products. A significant milestone was achieved when the company secured a nationwide listing with Sainsbury's for its Yerba Mate natural energy drinks, placing the product in 500 of the supermarket's stores. This was followed by a successful crowdfunding campaign on Seedrs in 2022, which raised over £430,000 from more than 500 investors to support its expansion into retail and export markets. Virtue Drinks targets health-conscious consumers looking for functional beverages that provide energy without compromising on health. The business operates in the rapidly growing market for natural and clean-label products. Its business model is based on selling its products through major UK retailers such as Sainsbury's, Waitrose, Ocado, and Amazon, as well as through its own e-commerce website. The company also focuses on sustainability by partnering with organisations to protect the rainforest.