What MISSION does

MISSION is a UK-incorporated natural performance beverage company (legal entity Mission Health & Wellness Limited, registered 2019, headquartered at China Works, Black Prince Rd, London) that formulates and sells 6-in-1 superblend powders and functional tea blends built around slow-release caffeine from matcha and yerba mate, combined with L-theanine, functional mushrooms (lion's mane, cordyceps), adaptogens (KSM-66 ashwagandha), and supporting vitamins. The company was founded by Tom Whittle after he discovered yerba mate during a 12,500km charity bike ride across South America, and validated the formulation by setting a Guinness World Record running the length of Iceland on the blends. Its core product set comprises two flagship powders (Perform Matcha Superblend and Sleep Superblend) priced at $43–$54 for 30 servings under a Subscribe & Save model, plus a portfolio of functional teas (Perform, Recover, Energise, Sleep, Focus, Rise, Calm) and athlete-co-created limited editions (Holger Rune Matcha, BWT Alpine F1 Sleep Superblend).

The company operates primarily as a direct-to-consumer e-commerce brand on Shopify, supported by Recharge/Skio subscription infrastructure, Klaviyo/Mailchimp email automation, and Stripe/PayPal payments, with a 20% recurring-order discount and a £10 referral program. Distribution is layered: DTC ships from the UK domestically (Royal Mail, DPD) and internationally to 26 EU countries plus the US and Australia, while a Faire wholesale channel extends into independent retail and dedicated B2B relationships supply professional sports organisations including 12 Premier League clubs, 6 Formula One teams, and England national football, rugby, and cricket teams. Scientific credibility is anchored by a published Oxford University whitepaper (Dr Murray Polkinghorne) and Informed Sport batch testing for WADA compliance.

MISSION's revenue mechanics combine recurring subscription DTC sales, one-time product purchases, limited-edition collaboration drops, branded merchandise, and emerging team-level B2B supply, all under a 90-day money-back guarantee. The brand monetises athlete endorsements (Pierre Gasly is both investor and collaborator since 2021; Holger Rune, Heather Knight OBE, Kenton Cool, George Kruis, Jamal Rhoden-Stevens appear as ambassadors) through credibility-driven consumer acquisition rather than disclosed contract economics. Total disclosed equity funding to date is approximately €2.3M extended in March 2025 plus a smaller 2026 round; the company self-reports 120,000+ customers, 10M+ servings sold, 7 Great Taste Awards, and a 4.6/5 Trustpilot rating.

Name

MISSION

Legal name

Mission Health & Wellness Limited

Website

https://drink-mission.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

MISSION is a UK-based direct-to-consumer performance beverage company founded in 2019 that formulates and sells matcha and yerba mate-based superblend powders and functional teas, serving health-conscious consumers and elite athletes — including 12 Premier League clubs and 6 Formula One teams — via Shopify subscriptions, wholesale, and limited-edition athlete collaborations.

Ownership category

akta.pro rank

Product category

Functional Performance Beverages

NAICS

Beverage Manufacturing (3121)

SIC

Beverages (2080), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics) (AFAFABAH)

akta.pro secondary industries

Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF), Caffeinated Functional Beverage Production (Non-Energy) (AFAFAFAG), Sports/Energy/Functional Concentrate Premixes (electrolyte, caffeine, vitamin bases) (AFAFAGAG), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

Keywords

• Natural energy drinks
• Functional tea blends
• Matcha superblend powders
• Sports nutrition beverages
• Yerba mate performance tea

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D

Revenue model

1. Product Sales - Powders & Superblends: Direct sales of Perform Matcha Superblend and Sleep Superblend powder products. Products sold at $43.20-$54.00 per 30-serving container with subscription options offering 20% discount. Core revenue driver representing flagship offerings.
2. Product Sales - Performance Teas: Sales of functional tea bags including Perform, Energise, Focus, Rise, Hydrate, Recover, Calm, and Sleep varieties. Priced at $13.60-$17.00 per box with bundles and subscription options available.
3. Product Sales - Merchandise: Sales of branded merchandise including hoodies, running tops, hydro mugs, and performance whisks. Additional revenue stream with branded apparel and accessories.
4. Subscription/Recurring Orders: Subscribe & Save program offering 20% discount on recurring orders with flexible delivery every 4-6 weeks. Customers can swap products, skip deliveries, and cancel anytime without commitment.
5. Limited Edition Collaborations: Premium limited edition products co-created with elite athletes (Holger Rune Matcha, BWT Alpine F1 Team Sleep Superblend) sold at standard pricing, driving customer acquisition and brand elevation.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

MISSION develops, manufactures, and sells natural, plant-based performance beverages including 6-in-1 superblend powders (Perform Matcha and Sleep) and a portfolio of functional teas (Perform, Energise, Focus, Rise, Recover, Calm, Sleep). Products combine ceremonial-grade matcha, yerba mate, functional mushrooms, adaptogens, and vitamins to deliver slow-release caffeine energy, sleep support, focus, and recovery for athletes and health-conscious consumers. The company sells primarily direct-to-consumer through its Shopify e-commerce site with a Subscribe & Save subscription model.

Product overview

MISSION is a natural performance beverage company offering a portfolio of tea blends and superblend powders designed for energy, performance, and recovery. Their core products include two superblend powders (Perform Matcha Superblend and Sleep Superblend) and multiple functional tea blends (Energise, Perform, Recover, Sleep, Focus, Rise, and Calm) all made with 100% natural, scientifically-backed ingredients. They also offer limited edition collaborations with elite athletes (Holger Rune, Pierre Gasly/BWT Alpine F1 Team) and merchandise/accessories. All products feature slow-release caffeine from natural sources like matcha and yerba mate, are sugar-free, vegan, and batch-tested by Informed Sport. The company sells direct-to-consumer via their Shopify e-commerce platform with subscription options.

Differentiator

Problem solved

Functional benefit

Products and services

• Perform Matcha Superblend

Quantifiable outcome

• 95% of customers saw improvement in daily energy levels after 30 days
• +4 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Holger RunecoreStrategic or Co-development PartnerWorld top 10 tennis player co-created limited edition Manuka Honey + Ginger Matcha Superblend. Product designed around his specific requirements for natural pre-match caffeine timing and recovery support. Launched as pre-order in June 2026.
• BWT Alpine Formula One TeamcoreStrategic or Co-development PartnerCo-created limited edition Chamomile + Honey Sleep Superblend with Pierre Gasly and his performance coach. Formulated for F1 driver recovery needs with magnesium for overnight muscle repair and ashwagandha for race weekend stress management.
• Oxford University ScientistscoreTechnology or IntegrationDr Murray Polkinghorne from Oxford University provides independent scientific analysis validating Mission's ingredient formulations. Whitepaper demonstrates how blends improve cardiovascular efficiency and provide sustainable low-dose caffeine energy release.
• Ben Thorne (Performance Coach)minorStrategic or Co-development PartnerHigh performance coach to Premier League clubs and F1 teams. Supported new product creation to ensure alignment with elite athlete requirements across physiology, nutrition, sports science, and mindset.
• Faire (Wholesale Marketplace)minorChannel Partner/ Reseller/ DistributorWholesale partner platform enabling independent retailers to stock Mission products. Streamlines B2B ordering and distribution for retail expansion.
• Informed SportcoreTechnology or IntegrationThird-party batch testing certification ensuring all Mission products are free from WADA/banned substances. Critical for professional athlete and sports team adoption.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MUD\WTR: MUD\WTR is a direct competitor offering mushroom-based coffee alternatives with adaptogens like lion's mane and cordyceps. Targets similar health-conscious consumers seeking coffee replacements with sustained energy, and uses a similar DTC subscription model with comparable premium pricing.
• Four Sigmatic: Four Sigmatic produces functional mushroom coffee, matcha, and elixir blends with similar ingredient philosophy (matcha, lion's mane, cordyceps, reishi). Competes directly in the natural performance beverage category with comparable pricing and DTC subscription distribution.
• Cuzen Matcha: Cuzen Matcha offers ceremonial-grade matcha products with focus on clean, sustained caffeine delivery. Overlaps with Mission's Perform Matcha Superblend positioning around ceremonial-grade matcha as a coffee alternative, and serves similar health-conscious consumer segments.
• RYZE Mushroom Coffee: RYZE produces mushroom coffee blends featuring lion's mane, cordyceps, and other adaptogens. Direct competitor in the functional coffee replacement category with similar ingredient philosophy and DTC subscription model targeting health-conscious consumers.

Broad incumbents

• AG1 (Athletic Greens): AG1 is a leading daily health and performance supplement brand with strong DTC subscription model. While primarily known for its greens powder, AG1 competes in the same premium wellness beverage space and targets similar health-conscious and athletic consumer segments with comparable pricing.
• Red Bull: Red Bull is the dominant energy drink brand competing broadly with Mission's functional beverages in the energy and performance category. While Red Bull is positioned differently (sugary stimulant energy vs Mission's natural adaptogens), they target overlapping consumer occasions (pre-workout, sustained energy) and sports sponsorships.
• Cellucor C4 Energy: Cellucor's C4 Energy is a major sports nutrition and energy drink brand competing for similar performance-oriented and athletic consumers. While C4 focuses on pre-workout supplements and energy drinks, both brands target athletes seeking performance enhancement and distribute through sports nutrition channels.

Emerging players

• Optimyze Nutrition: Optimyze is a growing functional beverage brand offering natural energy drinks and performance blends targeting similar health-conscious athletic consumers. Represents an emerging competitor in the same natural performance category with comparable ingredient positioning.
• JOLT Cola: JOLT Cola and similar emerging natural energy brands compete in the natural performance beverage space with similar positioning around clean caffeine sources. Represents a smaller but growing competitor targeting consumers seeking alternatives to traditional energy drinks.

Regional players

• Healthera: Healthera is a UK-based health and wellness brand offering various supplements and functional products. While broader in scope, it operates in the same UK health-conscious consumer market as Mission and represents regional competition for similar customer segments and retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/drinkmission
• Facebookfacebook.com/drinkmission
• LinkedInlinkedin.com/company/missiondrinks

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MISSION