Whether someone reaches for coffee or matcha to start their morning, Reformed meets them exactly where they are, offering a functional boost that integrates seamlessly into either ritual and turns a beloved daily drink into an effortless act of wellness support. Reformed combines quality coffee beans or ceremonial-grade matcha with collagen peptides or creatine, adaptogens, and 21 vitamins and minerals. Reformed offers Black Coffee and Decaf Black Coffee options, as well as bovine and vegan collagen customizations that suit different occasions and lifestyle needs.
As one of the fastest-growing consumer brands in Europe, Reformed recently closed a $22 million Series A investment round. Florian Wojewodzki, partner at Iris Ventures, said: "Reformed had the clarity to see what others missed: the wellness consumer wasn't looking for another morning formula to create, they were looking for a healthier and better-stacked ritual."
What Makes This Trend Stand Out
- Stacked Morning Rituals
- Everyday beverages are evolving into multi-benefit wellness formats that combine energy, beauty, nutrition, and performance support within existing consumer habits.
- Customizable Functional Drinks
- Personalized ingredient options such as vegan collagen, bovine collagen, creatine, and decaf formats create space for more inclusive wellness products across varied lifestyles.
- Effortless Wellness Integration
- Functional products that fit into established routines reduce friction for consumers who want health benefits without adding new steps or complex preparation.
Sectors Adopting This
- Functional Beverages
- Coffee and matcha brands can expand beyond caffeine by embedding clinically familiar supplements, vitamins, and adaptogens into daily-use drink formats.
- Beauty and Wellness
- Collagen-enhanced beverages connect ingestible beauty with routine consumption, creating new crossover potential between skincare benefits and grocery-friendly products.
- Sports Nutrition
- Creatine-infused coffee and matcha signal a broader opportunity for performance ingredients to move from gym-specific powders into mainstream morning rituals.
