Feisty protein soda secures first investment, led by BTomorrow Ventures

Mother-Daughter Protein Soda Brand Feisty Secures Investment from BTomorrow Ventures

London-based startup raises first external capital following viral organic growth, patent-pending beverage formulation and key luxury retail listings.

LONDON, UK — London-based functional beverage startup Feisty has secured investment from BTomorrow Ventures and a number of experienced industry angel investors, marking its first round of external funding after being entirely self-funded to date. The deal represents a rare industry milestone: globally, all-female founding teams receive just 2% of total venture capital funding.

Founded in 2024 by former Louis Vuitton designer Vy Cutting and her mother, Dr. Hong Huynh, a PhD scientist who leads in-house R&D, Feisty was built to make protein accessible beyond traditional fitness circles. Unapologetically "not for gym bros," the brand combines culture-led branding with proprietary food science to create the world's first clear, plant-powered protein soda.

Each can features:

• 10g of complete plant protein via a patent-pending clear formula
• Zero added sugar and zero artificial ingredients
• Low calories and an allergen-free profile
• A traditional soda taste

Feisty has secured retail listings with Selfridges, Whole Foods Market UK, Harrods, Soho House and Zapp. The funding coincides with a brand relaunch, reformulated recipes and a new flavour line-up: Wild Strawberry, White Peach and Red Cherry.

Feisty's digital-first strategy has been a key differentiator: Cutting has documented the mother-daughter journey on TikTok, generating over four million organic impressions and driving high-profile activations, including a three-way collaboration with Nike and Isamaya at Selfridges.

"We built Feisty because we were tired of chalky powders and hyper-masculine fitness branding," says Vy Cutting, Co-Founder of Feisty. "Positioning Feisty as 'Poppi's fit cousin' allows us to bridge the gap between functional nutrition and everyday taste. Partnering with BTomorrow Ventures gives us the operational strength to accelerate our UK footprint."

BTomorrow Ventures, whose portfolio includes Moment, HOPWTR and Unrooted, backs brands driving innovation and championing diverse founders. It joins a cap table of CPG veterans and experienced investors supporting Feisty's rapid expansion in retail distribution and brand presence.

About Brand: Feisty is a London-based functional beverage brand producing the world’s first plant-powered protein sodas designed for everyday wellness.