Neutonic, the nootropic beverage startup co-founded by fitness influencer James Smith and “Modern Wisdom” podcast host Chris Williamson, has raised $3.7 million in its inaugural funding round to expand retail distribution across the UK and U.S. markets. The investment values the company at $20 million, achieved just 18 months after its launch in November 2023.

The UK-based brand has generated $10 million in sales and sold over three million cans of its zero-sugar, brain-boosting beverages. Neutonic positions its products as coffee alternatives, containing ingredients such as Cognizin, Rhodiola rosea, and Panax ginseng.

High-Profile Investor Lineup

According to Athletech News, the funding round attracted notable investors from both the wellness and business sectors. Sweat co-founder Kayla Itsines joined the round alongside Contrarian Thinking’s Codie Sanchez, SaaS entrepreneur Dan Martell, and Gym King’s Jay Parker. Grenade founder Alan Barratt, whose sports nutrition brand was acquired by Mondelez for £200 million in 2021, also participates in the investment.

“I first met James early in my career and have always admired his drive and passion for everything he takes on,” Itsines said in a statement. “From the moment I tried Neutonic, it quickly became my go-to—thanks not only to the quality of the product but also to the integrity and vision of the team behind it.”

Product Development

The capital infusion supports Neutonic’s next phase of growth. The company plans to appoint regional leads and make strategic hires to build out its team.

In addition to its canned beverages, Neutonic’s product lineup includes on-the-go powder packets and daily “Focus Blend” brain capsules. New powder formulations and canned flavors are scheduled to launch this summer, broadening the company’s offerings in the growing nootropics market.

“This investment provides the momentum needed to bring our ambitions for Neutonic to life,” Smith stated. “We’ve had a clear vision from the outset, and closing this funding round marks a significant milestone in reaching the next phase of our growth.”