Feisty Cracks the Fizzy Clear-Protein Soda Problem, Raises £500K to Scale It

What Happened

London startup Feisty, founded by ex-Louis Vuitton designer Vy Cutting and scientist Hong Huynh, raised £500,000 ($677,000) led by BTomorrow Ventures after three and a half years of formulation work. Using hydrolyzed pea and rice protein with filtered fat and carbs and smaller particle sizes, each 330ml carbonated can delivers 10g complete protein at 62-67 kcal with no added sugar or major allergens.

Why It Matters

Clear protein drinks keep hitting the same sensory wall — chalkiness and cloudiness — and adding carbonation on top makes it mechanically harder, since dissolved CO2 gives suspended protein particles even more surface to nucleate bubbles on and cloud the drink.

Three and a half years in the lab to make protein fizz without turning chalky.

FET's Takeaway

The formulation win is hydrolyzing the protein and controlling particle size tightly enough to stay in solution under carbonation — most 'clear protein' attempts fall apart the moment fizz is added, because bubbles nucleate on exactly the particulates the formulation is trying to hide.