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Virtue Drinks - Full Range

Natural energy drink brand Virtue Drinks has closed a £1.1m funding round to support ongoing growth and expansion in the UK and overseas. 

It follows a six-figure investment from Roma and England international Chris Smalling at the start of the year

Virtue’s range is currently stocked by Sainsbury’s, Ocado, Whole Foods, Holland & Barrett, Planet Organic and Euro Garages. It is also available in 30 countries worldwide. 

Sales have grown 120% year on year as consumers look increasingly for clean label products. 

The business plans to use the latest funding to grow the size of its team, support new retail distribution, increase brand awareness with more marketing and invest in NPD. 

Virtue plans to focus on the food-to-go market more to drive further growth as lockdown eases. 

Rahi Daneshmand, who founded the brand in 2016, said: “With further capital to scale growth, we are really excited to see Virtue Drinks grow from strength to strength. This investment will allow us to bring clean energy to even more consumers across the UK.” 

The brand’s drinks contain zero calories and sugar, as well as no artificial ingredients. 

It Yerba Mate variety uses yerba mate leaves from South America, with a donation made from every can sold to help conserve the continent’s rainforests. 

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