Unrooted
Unrooted produces vegan functional beverages and baobab fruit powder sachets from wild African baobab, selling through UK and Irish grocery retail, US Amazon, and a DTC subscription website targeting health-conscious consumers seeking fibre, caffeine-free energy, and gut health benefits.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Unrooted does
Unrooted (legal entity Happy Curations Ltd) is a UK-based functional beverage company that builds its product portfolio around wild African baobab fruit (Adansonia digitata), a wild-harvested superfruit that cannot be commercially farmed and takes 100-200 years to bear fruit. The company sells four core 60ml shot SKUs (Mighty Ginger, Punchy Turmeric, Super Greens, Apple Cider Vinegar) in case and dosing-bottle formats, plus 100% organic baobab fruit powder sachets, all certified vegan, gluten-free, dairy-free, and free from added sugars. Each shot delivers 4.2g of dual soluble/insoluble fibre and the brand's positioning targets the 96% of UK adults not meeting the 30g daily fibre RDA, alongside caffeine-free natural energy and immunity claims.
The business operates an omnichannel model. Direct-to-consumer e-commerce at unrooteddrinks.com runs on a Recharge-powered subscription platform with a 10% discount and a three-delivery minimum, supplemented by one-time purchases and bundled SKUs. Wholesale distribution covers Tier 1 UK grocers (Tesco, Sainsbury's, Ocado), health chains (Holland & Barrett, Planet Organic, WHSmith), Irish retail (Tesco Ireland, Supervalu, Centra), Northern Ireland, and the US via Amazon.com and Virgin Voyage cruise lines. Marketing is community-led: a 50+ article content library, nutritionist and clinical psychologist partnerships, FRAME gym events, and PR coverage in Forbes, Evening Standard, Daily Mail, and Women's Health. The company is B Corp certified since 2023, runs 100% carbon-neutral operations, and supports 258 children through school funding in Zimbabwe, where the majority of baobab is sourced. Founder Nathan, who discovered baobab while travelling through Kenya in 2018, sits on the African Baobab Alliance board.
Commercially, the company has raised approximately £2.3 million across disclosed rounds, including a £1.1 million seed in March 2023, a £1.2 million round in April 2024, and earlier backing from Btomorrow Ventures. Revenue is not publicly disclosed; the registered office is in Shepley, Huddersfield, with operations across 11-50 employees. Pricing ranges from £5.36 (subscription sachet) to £79 (The Works Bundle), with free UK delivery over £40 on one-time orders and over £15 on subscriptions.
Unrooted firmographics
Firmographics- Name
- Unrooted
- Legal name
- Happy Curations Ltd
- Website
- https://unrooteddrinks.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Unrooted produces vegan functional beverages and baobab fruit powder sachets from wild African baobab, selling through UK and Irish grocery retail, US Amazon, and a DTC subscription website targeting health-conscious consumers seeking fibre, caffeine-free energy, and gut health benefits.
- Ownership category
- akta.pro rank
Unrooted industry classification
Industry- Product category
- Functional Beverages
- NAICS
- Dried and Dehydrated Food Manufacturing (311423), Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)
- akta.pro primary industry
- Functional Shot Production (Wellness/Immunity/Focus Shots) (AFAFAFAI)
- akta.pro secondary industries
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Herbal & Botanical Supplements (CRADAGAD)
Keywords
Where Unrooted is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Unrooted business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Products sold directly via unrooteddrinks.com with both one-time purchase and subscription options. Shots sold in cases (12x60ml at £24), dosing bottles (4x420ml at £28), sachets (7x6g at £5.95), and bundles. Subscription model offers 10% discount with recurring deliveries. Free UK delivery over £40.
- Retail Distribution: Wholesale distribution through UK supermarkets (Tesco, Sainsbury's, Ocado), health stores (Holland & Barrett, independent retailers), and international markets (Ireland, Northern Ireland, US via Amazon). B2B sales team handles stockist inquiries via [email protected].
- Subscription Revenue: Recharge-powered subscription platform enables recurring deliveries with 10% discount. Subscriptions require minimum three deliveries before cancellation. Manages recurring revenue and customer retention through convenience factor.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Single Shots Case (12x60ml) |
| Subscription | Monthly | Dosing Bottles (4x420ml) |
| Subscription | Monthly | Baobab Powder Sachets (7x6g) |
| Subscription | Monthly | Mixed Case (12 shots) |
| Unit Pricing | Pay-as-you-go | The Works Bundle (48 shots) |
| Unit Pricing | Pay-as-you-go | Good Energy Bundle (24 shots) |
| Unit Pricing | Pay-as-you-go | Good Gut Bundle (24 shots) |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Unrooted product offering
Product offeringCore offering
Unrooted produces and sells functional health shots and baobab fruit powder supplements made from wild-harvested African baobab fruit. The portfolio includes four 60ml daily shot flavours (Mighty Ginger, Punchy Turmeric, Super Greens, Apple Cider Vinegar), 4x420ml weekly dosing bottles, and organic baobab powder sachets, sold direct-to-consumer and through UK and Irish retail.
Product overview
Unrooted is a functional drinks brand offering a portfolio of baobab-powered health shots and supplements. The core product line consists of four shot flavours (Mighty Ginger, Punchy Turmeric, Super Greens, Apple Cider Vinegar) available in single 12x60ml cases or 4x420ml dosing bottles for weekly habits, along with 100% organic baobab fruit powder sachets. Bundled offerings (The Works Bundle, Good Energy Bundle, Good Gut Bundle) combine multiple products for targeted health goals. All products are vegan, carbon neutral, and centred on wild-harvested African baobab as the key ingredient for fibre, vitamin C, and antioxidant benefits.
Differentiator
Problem solved
Functional benefit
Products and services
- Mighty Ginger, Chilli & Baobab Shot A 60ml daily shot combining wild African baobab with ginger, scotch bonnet chilli, and lemon for caffeine-free natural energy and immunity support. Sold in cases of 12 at £24.
- Punchy Turmeric, Ginger & Baobab Shot A 60ml daily shot blending turmeric with orange, carrot, ginger, black pepper and wild baobab for immunity support and natural energy. Sold in cases of 12 at £24.
- Super Greens, Lemon & Baobab Shot A 60ml daily shot featuring wild African baobab, spinach, cucumber, and lemon delivering 4.2g fibre per shot for gut health support. Sold in cases of 12 at £24.
- Apple Cider Vinegar, Ginger & Baobab Shot A 60ml post-meal shot combining apple cider vinegar, ginger, spirulina and wild African baobab for digestion support and gut health. Sold in cases of 12 at £24.
- Mighty Ginger Dosing Bottle A 4x420ml dosing bottle containing 28 daily 60ml shots of Mighty Ginger formula designed for weekly wellness habits, priced at £28.
- Punchy Turmeric Dosing Bottle A 4x420ml dosing bottle containing 28 daily 60ml shots of Punchy Turmeric formula for weekly wellness habits, priced at £28.
- Super Greens Dosing Bottle A 4x420ml dosing bottle containing 28 daily 60ml shots of Super Greens formula for weekly wellness habits, priced at £28.
- Good Fibre Baobab Fruit Powder Sachets 7 x 6g sachets of 100% organic wild African baobab fruit powder providing 3.2g fibre and 23% daily vitamin C per sachet, priced at £5.95.
- Mixed Case A variety pack containing 3 shots each of Mighty Ginger, Punchy Turmeric, Super Greens, and Apple Cider Vinegar (12 shots total at £24.00).
Quantifiable outcome
- 7x more fibre than oats, 6x more vitamin C than oranges, 6x more potassium than bananas, 2x more antioxidants than acai per gram
- +4 more outcomes
Companies that use Unrooted
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Unrooted technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Unrooted partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered secondary, core and minor.
- FRAME (London gym)secondaryUNROOTED partnered with London's favourite gym chain FRAME for Breakfast Barre classes. Weekly smoothie events on Granary Square steps gave participants baobab-boosted smoothies. Content collaboration for health and fitness community outreach.
- African Baobab AlliancecoreUNROOTED founder Nathan sits on the board of the African Baobab Alliance, which unites governments, NGOs, and businesses to grow the baobab industry sustainably while supporting communities and protecting ecosystems. This strategic partnership ensures supply chain integrity and positions UNROOTED as a leader in sustainable baobab sourcing.
- Vegan.OrgminorProud member of Vegan.Org, demonstrating commitment to vegan certification and values alignment.
- Kristen Stavridis (Nutritionist)minorQualified nutritionist Kristen Stavridis partnered with UNROOTED for Baobab Breakfast Club event and contributed gut health tips content. Expert authority marketing to health-conscious consumers.
- Dr Roberta Babb (Clinical Psychologist)minorHCPC Registered Clinical Psychologist Dr Roberta Babb partnered with UNROOTED for Baobab Breakfast Club event and contributed micro habits for energy content. Expert credibility marketing.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Unrooted competitors and assessment
Company assessmentDirect peers
- MOJU: UK-based functional shot brand offering cold-pressed ginger, turmeric, and immunity shots via DTC, subscription, and major UK retailers including Tesco, Sainsbury's, and Holland & Barrett. Closest direct competitor to Unrooted in size, channel mix, and product format.
- B.fresh: UK cold-pressed juice and functional shot brand with multi-channel UK distribution including major supermarkets. Competes in the same wellness shot and juice category with similar retail penetration and DTC subscription model.
- Press London: London-based cold-pressed juice and functional shot brand stocked in UK premium retailers. Directly comparable on product format (functional shots, cold-pressed wellness beverages) and on the UK health-conscious consumer target.
- Aduna: UK-based brand built around African superfruits including baobab, selling powders, juices, and shots via DTC and health retail. Direct ingredient and category overlap with Unrooted, competing for the same baobab-led positioning in the UK and international markets.
Broad incumbents
- Innocent Drinks: Coca-Cola-owned UK smoothies, juices, and functional drinks giant with deep UK supermarket distribution. A broad incumbent that competes for the same wellness-beverage shelf space and consumer occasions, with vastly greater marketing and trade spend.
- Holland & Barrett (own-label wellness shots): UK health retailer that both stocks and competes with Unrooted via its own-label functional shot and supplement range. Represents both a key distribution channel and a direct competitive threat on shelf.
Emerging players
- YourSuper: DTC-focused superfood and functional shot brand with international e-commerce reach. Comparable on the 'superfood functional shot' positioning and subscription-led growth model, with stronger US and European DTC presence.
- WelleCo: Premium wellness and nutritional supplement brand offering functional drink mixes and shots with a similar premium, wellness-positioned, sustainability-aware target customer.
- Health-Ade Kombucha: US functional beverage brand (kombucha and wellness drinks) competing for the gut-health, premium-ingredients consumer occasion that Unrooted also targets. Useful benchmark for US functional beverage scaling and retail strategy.
Others
- Rhythm Health: Functional food and beverage brand in the gut-health and natural supplements space. Adjacent competitor sharing the same 'natural, gut-health-forward' consumer narrative and retail channels (health stores, natural grocers).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Unrooted social profiles
Digital presenceUnrooted compliance and trust
Trust signalCompliance4 records
Unrooted financial estimates
Financial estimateRevenue estimate
Valuation estimate
Unrooted leadership team
Management profileNumber of profiles
Profiles1 record
Unrooted funding detail
Funding detailFunding overview
Funding rounds5 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Unrooted M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Unrooted
What does Unrooted do?
Unrooted produces and sells functional health shots and baobab fruit powder supplements made from wild-harvested African baobab fruit. The portfolio includes four 60ml daily shot flavours (Mighty Ginger, Punchy Turmeric, Super Greens, Apple Cider Vinegar), 4x420ml weekly dosing bottles, and organic baobab powder sachets, sold direct-to-consumer and through UK and Irish retail.
Is Unrooted a public or private company?
Unrooted is a private company. It is classified as venture growth investor backed and is currently operating.
When was Unrooted founded?
Unrooted was founded in 2018. It employs 11 to 50 people.
Where is Unrooted based?
Unrooted is headquartered in London, United Kingdom, in the Europe region.
How does Unrooted make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution and subscription Revenue.
Who are Unrooted's main competitors?
Direct peers on record are MOJU, B.fresh, Press London and Aduna. Broad incumbents are Innocent Drinks and Holland & Barrett (own-label wellness shots). Emerging players are YourSuper, WelleCo and Health-Ade Kombucha. Rhythm Health is listed as an others.
Does Unrooted have an API?
No public API is recorded for Unrooted.
What industry is Unrooted in?
Unrooted's product category is Functional Beverages. Its primary akta.pro industry code is AFAFAFAI, Functional Shot Production (Wellness/Immunity/Focus Shots), with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 311423 and its SIC code is 2090.