Victoria-based MISSION – a natural energy drink and performance tea company – has announced it has successfully extended its equity fundraising round to €2.3 million, inclusive of investment from F1 driver Pierre Gasly.
“MISSION’s latest funding round sets us up for exciting growth, expanding our market performance and spearheading our goal to transform the energy drink market with a cleaner, more natural alternative to the sugary, artificially sweetened and caffein-loaded players that currently dominate the space,” said Founder Tom Whittle.
Founded in 2019, MISSION is a drinks company that aims to help people embrace holistic energy so they no longer have to rely on high-sugar or high-caffeine drinks for performance.
In 2016, Whittle left his career as a lawyer to cycle 12,500km across South America. Having consistently battled with caffeine and sugar slumps from energy drinks and coffees during the rides, he discovered the use of Yerba Maté combined with Green Tea to provide the natural fuel his body needed.
Inspired by the energy he felt, he worked with nutritionists at Oxford University and tea blenders to develop a range of all-natural performance teas. After setting a new world record running the length of Iceland – 17 marathons in 10 days, fueled by the blends – MISSION was born.
MISSION’s range of performance teas and ready-to-drink cans reportedly deliver sustained energy, cognitive enhancement and faster recovery through yerba mate, green tea, rooibos and other functional infusions.
MISSION’s aim is to disrupt the soft drinks market with its 100% natural, zero-sugar, zero-sweetener energy drinks, and hot and cold brew teas.
Since the company’s inception, over 10 million MISSION drinks have been sold to over 100k customers. The MISSION drinks range is popular among athletes such as F1 driver Pierre Gasly, who decided to contribute to this funding round, and has the “seal of approval” from Premier League football clubs and England’s cricket team.
Tom Whittle commented: “To have Pierre Gasly invest in MISSION and share our passion to provide consumers with sustained energy, cognitive enhancement and faster recovery is incredibly exciting. Pierre is a big fan of our teas and has been for several years, but after trying our ready-to-drink cans last year and seeing the potential in MISSION, he wanted to take that love for MISSION one step further. We’re incredibly proud to have backing from an athlete like Pierre who embodies everything we stand for – health-conscious self-improvers who want to embrace their extraordinary.
“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. We’re providing a natural, healthier energy boost that’s actually good for you, without the caffeine or sugar-induced slump that follows.”