A beverage and supplement brand founded by two popular content creators has raised £2.7m in its first funding round, bringing its valuation to £14.5m just 18 months after launch.
Launched in November 2023, Neutonic was founded by renowned personal trainer James Smith and podcaster Chris Williamson, alongside manager Luke Betts and Genflow CEO Shan Hanif.
Smith’s evidence-based approach to fitness has built a dedicated following of 3.4m people, while Williamson, who has 2.7m followers on Instagram, hosts the chart-topping Modern Wisdom podcast, which boasts over 1bn downloads.
The investment, which will accelerate the company’s mission to become a global leader in nootropics – cognitive enhancers – was backed by a high-profile group, including fitness influencer Kayla Itsines and Grenade founder Alan Barratt.
Neutonic’s ingredients are designed to optimise mental clarity and performance, without the crash or comedown.
Positioned as a mindful alternative to coffee and energy drinks, it openly highlights its brain-boosting ingredients such as Cognizin, Rhodiola rosea and Panax ginseng, alongside the clinical research supporting their efficacy on human participants.
It has already generated over £7m in sales, selling over 3m cans of its Productivity Drink since launch and reaching the top spot on Amazon in both the energy drink and grocery categories.
“After 30 years in business, I’d like to think I can spot great founders when I see them,” said Barratt. “I’ve known Chris and James since 2019, and we’ve always shared a passion for health and fitness, entrepreneurship, and developing great products that consumers can trust.
“I’m so proud to have had the opportunity to invest in Neutonic, and excited to see what the future holds for this world class brand and team.”
The funding round will enable the company to scale its workforce with strategic hires in 2025 to drive growth, retail and distribution.
Neutonic will expand its retail presence across the UK and US and appoint regional leads to spearhead international launches as it aims to be the undisputed global leader in nootropic beverages.
Smith added: “This investment provides the momentum needed to bring our ambitions for Neutonic to life.
“We’ve had a clear vision from the outset and closing this funding round marks a significant milestone in reaching the next phase of our growth.
“We’re excited to expand into new markets and strengthen our presence in retail.”
Roberto Carlos among Brazil World Cup winners to launch startup