Posted Tuesday 15th September 2026
Joelson has advised Feisty, the fast-growing protein soda brand, on its first external investment round, from BTomorrow Ventures and a group of industry angels, after being entirely self-funded to date.
Founded in 2024 by mother and daughter, Vy Cutting and Dr. Hong Huynh, Feisty is disrupting the soft drinks market with its high-protein, low-sugar sodas, offering consumers a functional alternative to traditional fizzy drinks. The brand has quickly gained traction with health-conscious consumers and is now stocked by a growing number of retail and distribution partners.
The investment will enable Feisty to accelerate its commercial growth strategy, expand distribution, support new product development and continue building brand awareness across the UK market. As part of its next phase of growth, Feisty has unveiled a new-look brand, updated recipes and an expanded flavour portfolio, including Wild Strawberry, White Peach and Red Cherry.
The transaction marks an important milestone for the business as it seeks to capitalise on increasing consumer demand for healthier and higher-protein beverage options.
Joelson provided legal advice to Feisty on the investment.
The Joelson team was led by Phil-Hails Smith.
Vy Cutting, Co-Founder of Feisty, commented:
“From day one, our goal has been to create a soft drink that doesn’t force consumers to choose between function and flavour. This investment is a huge vote of confidence in that vision and will enable us to accelerate growth, bring innovative new products to market and introduce even more consumers to the Feisty brand. We would like to thank the Joelson team for their commercial, pragmatic advice and for helping us successfully complete this important transaction.”
Phil Hails-Smith added:
“We are delighted to have supported Vy & the Feisty team on this fundraise. It’s the sort of project we love to be involved in supporting a female founder who is looking to create a new category & build the next challenger brand in the protein drinks segment. Very much looking forward to supporting Vy and the whole Feisty team on the next phase of their journey.”
This article is for reference purposes only. It does not constitute legal advice and should not be relied upon as such. Specific legal advice about your specific circumstances should always be sought separately before taking or deciding not to take any action.
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