Vital Drinks raises £1m to scale retail push ahead of FIFA World Cup

Vital Drinks, the UK-based functional beverages brand backed by England captain Harry Kane, has raised £1m in its latest funding round.

Join European founders, operators, and investors who read The Checkout every week.

The capital will support further retail expansion and a brand activation campaign timed to this summer's FIFA World Cup.

Where the money goes

The raise is designed to accelerate Vital's retail presence. The brand has recently secured listings with Sainsbury's, Morrisons, and Ocado, and is expanding into foodservice through Brakes. A World Cup-linked in-store activation featuring Kane will anchor the brand's push to drive trial and awareness across its sparkling vitamin, energy, and gut health ranges.

A growing category, a crowded shelf

The competitive UK functional drinks market has grown at a compound annual rate of roughly 5.6% over the past five years, with the sector valued at approximately £2.2 billion. The brand competes against established players like Lucozade and Red Bull as well as a growing wave of challenger brands including Tenzing, TRIP, and PerfectTed, all targeting health-conscious consumers trading out of traditional soft drinks.

Vital's range — zero-sugar, zero-calorie sparkling vitamin water, gut health sodas, and clean energy drinks made with natural ingredients — positions it in the "better-for-you" soft drinks space.