Feisty raises first outside capital in seed round led by BTomorrow Ventures
What's the deal? London-based functional beverage startup FeistyDealroom has a profile for this one. Try Dealroom → has raised a seed round led by BTomorrow VenturesDealroom has a profile for this one. Try Dealroom →, its first external funding after being entirely self-funded. A group of industry angel investors also participated.
What does Feisty do? Founded in 2024 by former Louis VuittonDealroom has a profile for this one. Try Dealroom → designer Vy Cutting and her mother, Dr. Hong Huynh, a PhD scientist who leads in-house R&D, the brand sells what it calls the world's first clear, plant-powered protein soda. Each can carries 10g of plant protein via a patent-pending formula, with no added sugar or artificial ingredients.
Why now? The round coincides with a brand relaunch, reformulated recipes, and a new flavour line-up: Wild Strawberry, White Peach, and Red Cherry. Feisty has secured listings with SelfridgesDealroom has a profile for this one. Try Dealroom →, Whole Foods Market UKDealroom has a profile for this one. Try Dealroom →, HarrodsDealroom has a profile for this one. Try Dealroom →, Soho House, and Zapp.
What's the endgame? The startup wants to make protein accessible beyond fitness circles — it is "unapologetically 'not for gym bros.'" The funding will support its UK expansion in retail distribution and brand presence.
"We built Feisty because we were tired of chalky powders and hyper-masculine fitning branding," said co-founder Vy Cutting. "Partnering with BTomorrow Ventures gives us the operational strength to accelerate our UK footprint."
By the numbers: Cutting has documented the mother-daughter journey on TikTok, generating over four million organic impressions and driving activations that include a three-way collaboration with NikeDealroom has a profile for this one. Try Dealroom → and Isamaya at Selfridges.
The backer: BTomorrow Ventures backs brands driving innovation and championing diverse founders. Its portfolio includes Moment, HOPWTR, and Unrooted.
The signal: Feisty's raise underscores investor appetite for functional beverages built on culture-led branding rather than traditional fitness positioning. It also stands out on founder diversity: globally, all-female founding teams receive just 2% of total venture capital funding.
Read more: nombase.com
Image credit: Generated with Gemini
