Brewdog's James Watt Leads Pre-Seed Round for Living Things Functional Soda

• Just six months after launch, pioneering functional soda brand Living Things has secured a £500,000 pre-seed round to support its continued growth in the UK and Europe
• Led by global beverage tycoon James Watt, Co-Founder and former CEO of Brewdog, the round boasts a host of other experienced angel investors
• The news follows a remarkably strong market debut – selling 100k+ cans, securing listings in over 300 retailers including Whole Foods and Amazon, and on track for a run-rate of over £1 million before the end of 2024
• Living Things will use the funding to expand its distribution, continue developing new products and bring the soft drinks market into the modern day with a product that tastes good, and does good

London – Living Things, the functional soda brand shaking up the soft drinks market with a tasty yet health-led offering, has closed a £500,000 pre-seed round led by James Watt to fuel its international expansion.

The beverage entrepreneur is joined by a host of prominent investors who saw huge potential in the product and team after a roaring debut which saw the brand quickly win the acclaim of the UK’s biggest tastemakers. From appearing in cult East London delis, coffee shops and fashion pop-ups throughout the country, to being featured in The Grocer and on Snaxshot’s coveted best new brands list, the soda’s instant popularity has seen over 100,000 cans sold just six months on from launch.

How will the funding be used?

With a growing network of seven wholesale distributors, 300 independent retailers and its own direct-to-consumer and Amazon channels under its belt, the brand will use the investment to ramp up production and distribution as demand continues to soar.

Alongside his role as lead investor, James Watt will be an adviser to Living Things, applying his market expertise to rapidly scaling the business and opening export opportunities as it heads into its next phase of growth.

Milestones in the pipeline include a July launch into Whole Foods, further prominent grocery retail listings in autumn, expansion into Europe over the coming months and a projected run-rate of over £1 million before the end of 2024.

Ben Vear, Co-Founder and CEO of Living Things, comments:

“Demand for Living Things has been well beyond our early expectations, and securing support from James Watt is real validation of our team, product and brand and will help navigate our next phase of growth. Our fundraise will support us growing a best-in-class team and accelerate a stand-out product which improves gut health, helps consumers reduce sugar intake, and actually tastes good, too.”

James Watt, entrepreneur and former CEO and Co-Founder of Brewdog, adds:

“I came across Living Things first and foremost as a customer and myself and my girlfriend were instantly hooked. 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. The Living Things brand and product are both incredible, the business is led by two fantastic entrepreneurs in Ben and Jonathan. I can’t wait to use my experience in drinks to help them scale this rapidly-growing business whilst having a positive impact on people’s health and wellbeing.”

The size of the opportunity

The European soft drinks market – valued at $50 billion – is currently dominated by products high in sugar, sweeteners and additives, while the ‘better for you’ category remains underdeveloped. Living Things estimates that as more brands tap into growing consumer demand for healthier options, they could grow to represent 10% of the total market in coming years. Its gut-friendly, all-natural sodas sit at 6.5 grams of prebiotic plant-fibre, 1.6g of naturally occurring sugars and under 50 calories per can. 

About Living Things:

Founded at the end of 2023 by Ben Vear and Jonathan Relph, Living Things is a range of functional, all-natural soft drinks manufactured in the UK. Formulated by a team of industry-leading experts and food scientists, the range combines the fruity, refreshing taste of soda with the benefits of prebiotics and probiotics to help balance the body’s microbiome and promote overall wellbeing. Flavours include Lemon & Ginger, Peach & Blood Orange, Raspberry & Pomegranate and Watermelon & Lime, and every can is free from sweeteners, low in calories and high in fibre – as well as being vegan and gluten-free.

The drinks are available to purchase at the Living Things website, on Amazon and in over 300 independent outlets nationwide, including Eat17, Harvest, Village Wholefoods, select Costcutter and Budgens stores, many independent coffee shops, and QSRs including SushiDog.