Energy drink startup MISSION has expanded its equity fundraising to £2 million, with backing from Formula 1 driver Pierre Gasly. The company, known for its natural, sugar-free energy drinks and performance teas, aims to challenge traditional energy drinks by offering alternatives made with ingredients like Yerba Maté and Green Tea. The brand has gained traction among professional athletes and sports teams, including Premier League football clubs and the England cricket team.
When MISSION first appeared in the market in 2019, it positioned itself as a healthier alternative to conventional energy drinks. The company has since sold over 10 million units and built a customer base exceeding 100,000. While numerous beverage brands have entered the natural energy drink space in recent years, MISSION differentiates itself by focusing on performance-driven beverages tailored for athletes. This strategic positioning has helped it secure endorsements from top-tier sports professionals.
What Drives MISSION’s Unique Energy Blends?
The inspiration behind MISSION came from founder Tom Whittle’s personal experience during a 12,500km cycling journey across South America. Frustrated by energy crashes from conventional drinks, he explored Yerba Maté and Green Tea as sustainable fuel sources. With the help of Oxford University nutritionists and expert tea blenders, he developed specialized blends that later fueled his record-setting run across Iceland—completing 17 marathons in 10 days.
Whittle emphasized the brand’s mission to reshape the energy drinks industry by eliminating sugar, artificial sweeteners, and excessive caffeine.
“For too long, the energy drinks market has been dominated by brands that offer drinks laden with sugar, caffeine and artificial sweeteners. MISSION is changing this for the better and shaking up an entire industry.”
How Is MISSION Expanding Its Market Presence?
MISSION’s partnerships with elite athletes, including Pierre Gasly, have strengthened its reputation in the sports world. The brand’s performance-oriented positioning has led to endorsements from Premier League football clubs and the England cricket team, further increasing its visibility. The latest fundraising round aims to accelerate growth by expanding distribution and further developing its product line.
Natural energy drinks have gained popularity as consumers seek healthier alternatives to traditional options. Several competitors have entered the market with similar claims, yet MISSION has gained an edge by integrating its products into professional sports. Gasly’s investment signals confidence in the brand’s potential to scale within this niche space.
As demand for natural energy drinks rises, brands like MISSION are positioning themselves as alternatives to mainstream products. The company’s focus on sugar-free, plant-based ingredients aligns with evolving consumer preferences. Whether MISSION can sustain its growth in an increasingly crowded market remains to be seen, but its strategy of targeting professional athletes suggests a clear direction for its expansion.
