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Living Things, a UK-based functional soda brand, has secured a £500,000 pre-seed funding round led by global beverage entrepreneur James Watt, the co-founder and former CEO of BrewDog.
The investment comes just six months after Living Things launched. During this time, the brand has seen impressive traction, selling over 100,000 cans and securing listings in more than 300 retailers including Whole Foods and Amazon.
Living Things, founded by Ben Vear and Jonathan Relph, aims to disrupt the traditional soft drinks market by offering a healthier, yet still tasty, alternative.
The brand's sodas are formulated with prebiotics, probiotics and low sugar content, targeting health-conscious consumers.
In addition to Watt, the pre-seed round boasts a host of other experienced angel investors, underscoring the strong market potential that Living Things has demonstrated.
"I came across Living Things first and foremost as a customer and myself and my girlfriend were instantly hooked," said Watt. "The soda category is ripe for disruption and I believe that sodas that are significantly better for you than the incumbents are going to lead that charge."
Watt, who will also serve as an advisor to Living Things, added that the brand's "incredible" product and "fantastic" founding team were key factors in his decision to lead the investment.
The fresh capital will enable Living Things to expand its distribution, continue developing new products, and drive growth as it targets a run-rate of over £1 million by the end of 2024.
The brand is also planning a July launch into Whole Foods, followed by further major grocery retail listings in the autumn.
According to Living Things, the European soft drinks market – valued at $50 billion – is currently dominated by sugary, additive-laden products.
The company believes that as consumer demand for healthier options increases, the 'better-for-you' category could grow to represent 10% of the total market in the coming years.
Ben Vear, co-founder and CEO of Living Things, added: "Demand for Living Things has been well beyond our early expectations, and securing support from James Watt is a real validation of our team, product and brand".
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