HOLY Secures €10.5 Million Funding to Become Europe’s Leading Healthier Soft Drink Brand

August 26, 2023

Key Takeaways

  • HOLY, the pioneer in offering a healthier and sustainable alternative to traditional soft drinks, has successfully raised €10.5 million ($11.5 million) in a Series A funding round led by Left Lane Capital.
  • The brand’s innovative approach saves over 90% of packaging waste, reduces carbon emissions, and offers low-sugar, functional soft drinks that appeal to the next generation of consumers.
  • HOLY has already established a strong presence with more than 200,000 loyal customers across Germany, France, Austria, and Switzerland, and plans to expand into new European territories, launch new products, and enter retail channels.

Embracing Health and Sustainability: HOLY’s Mission

HOLY, a revolutionary direct-to-consumer brand, is poised to redefine the landscape of soft drinks with its commitment to health, sustainability, and innovation. The brand has successfully secured €10.5 million ($11.5 million) in a Series A funding round led by global venture capital firm Left Lane Capital. Existing investors FoodLabs and Simon Capital, along with other notable contributors, also participated in this funding round.

Founded in 2020 by three visionary best friends—Frederick Jost, Philipp Nass, and Mathias Horsch—HOLY is disrupting the soft drinks industry by offering a healthier and more sustainable alternative to conventional options. The brand’s approach resonates with the evolving preferences of consumers who seek products that align with their health-conscious and eco-friendly values.

A Transformative Approach: Low-Sugar, Low-Calorie, Functional Soft Drinks

HOLY’s innovative approach to soft drinks addresses two critical concerns—health and sustainability. Traditional soft drinks often come with high sugar content, contributing to health concerns such as obesity and diabetes. Additionally, these drinks generate substantial packaging waste, harming the environment. HOLY’s offerings address these issues by delivering low-sugar, low-calorie soft drinks that incorporate functional ingredients like vitamins, nootropics, antioxidants, and fiber. The brand’s products are also crafted with natural flavors and colors.

“Our goal is to offer a compelling solution to the trade-off between great taste and good conscience. We’ve reimagined soft drinks to be not only healthier but also more sustainable,” explains Frederick Jost, HOLY’s founder and co-CEO.

An Eco-Friendly Approach: Saving Packaging Waste and Reducing Carbon Emissions

Beyond delivering healthier options, HOLY is committed to reducing its environmental footprint. The brand’s innovative powder-based soft drinks have the potential to save more than 90% of packaging waste compared to traditional bottled beverages. Additionally, HOLY’s operations contribute to lowering carbon emissions, making it a sustainable choice for conscientious consumers.

“By choosing HOLY, consumers are making a conscious decision to support a brand that cares about their health and the planet. We’ve created a product that’s not only good for you but also good for the environment,” says Philipp Nass, HOLY’s founder and CMO.

Building a Health-Conscious Community: HOLY’s Success Story

HOLY’s commitment to health and sustainability has struck a chord with consumers across Europe. With more than 200,000 loyal customers, HOLY Energy and HOLY Iced Tea products have garnered a strong following in Germany, France, Austria, and Switzerland. This impressive success reflects the shifting consumer preference towards products that align with healthier lifestyles and sustainable choices.

Empowering Expansion: Funding for Growth and Innovation

The recent Series A funding round, led by Left Lane Capital, signals a pivotal phase in HOLY’s journey. The €10.5 million ($11.5 million) infusion of capital will empower the brand to accelerate its mission of becoming Europe’s leading healthier soft drink brand. HOLY’s strategy includes expanding into new European territories, including the UK, as well as introducing new product offerings and venturing into retail channels.

Jason Fiedler, Managing Partner at Left Lane Capital, commends HOLY’s brand and product attributes, emphasizing the brand’s potential to capture a mass market audience in Europe. Despite challenges in the DTC investment landscape, HOLY’s funding round has been recognized as one of the most competitive in the consumer sector this year.

A Collaborative Pursuit of Excellence

HOLY’s remarkable journey is the result of collaboration, innovation, and a shared commitment to health and sustainability. The brand’s co-founders, along with strategic investors and industry experts, have come together to create a product that stands at the intersection of consumer well-being and environmental responsibility.

As HOLY looks ahead to a future of growth and expansion, the brand remains committed to its founding principles. “We’ve built HOLY on the foundation of health, sustainability, and innovation. With the support of our investors and our growing community of customers, we’re poised to transform the soft drinks industry,” affirms Mathias Horsch, HOLY’s founder and co-CEO.

About HOLY: A Visionary Brand for Health and Sustainability

Founded in 2020 and headquartered in Berlin, Germany, HOLY is a direct-to-consumer brand that is revolutionizing the soft drinks landscape. HOLY Energy and HOLY Iced Tea products offer a healthier, low-sugar alternative that resonates with health-conscious consumers. Beyond health, HOLY is dedicated to sustainability, with its powder-based soft drinks saving packaging waste and reducing carbon emissions. HOLY has amassed over 200,000 loyal customers across Germany, France, Austria, and Switzerland, and continues to inspire with its vision of a better and more sustainable soft drinks industry.

For more information and career opportunities, please visit https://www.weareholy.com/careers

About Left Lane Capital: Empowering Entrepreneurial Ventures

Founded in 2019, Left Lane Capital is a global venture capital and growth equity firm with offices in New York and London. The firm specializes in investing in internet and technology companies with a consumer orientation. Left Lane Capital partners with visionary entrepreneurs to create category-defining companies across sectors such as software, healthcare, e-commerce, fintech, edtech, and more. The firm’s investments reflect a commitment to supporting extraordinary entrepreneurs in reshaping industries and creating lasting impact.

For more information, please visit www.leftlanecap.com

About FoodLabs: Nurturing Innovation in Food and Sustainability

FoodLabs, based in Berlin, is a pioneering pan-European Early Stage VC investor and venture studio that focuses on food, sustainability, and health. The firm believes that entrepreneurship holds the key to pushing the boundaries in the food industry. With an investment portfolio spanning over 50 early-stage FoodTech companies, FoodLabs is dedicated to backing purpose-driven entrepreneurs who are poised to transform the food industry.

Learn more: https://www.foodlabs.com/

About Simon Capital: Shaping Industries with Driven Founders

Founded in 2018, Simon Capital is an early-stage VC fund located in Düsseldorf, Germany. The fund invests in founders who are reshaping industries across consumption, well-being, and productivity. Leveraging its extensive network and entrepreneurial expertise, Simon Capital supports sustainable businesses that are primed for success. The fund’s active portfolio approach has seen investments in companies like waterdrop, Just Spices, MushLabs, MicroHarvest, and Sastrify.

Learn more: https://simoncapital.com/

About V3 Ventures: Partnering with Visionary Entrepreneurs

V3 Ventures, a consumer-focused venture capital fund, is backed by international growth investor Verlinvest. The fund specializes in early-stage digital consumer businesses that are building scalable and purpose-driven brands across Europe, the United States, and India. With a portfolio that includes innovative companies such as Yepoda, Katkin, Wild, and Cuure, V3 Ventures empowers visionary founders to create the consumer brands of tomorrow.

Empowering a Healthier and More Sustainable Future

HOLY’s journey is one of transformative change, innovation, and a steadfast commitment to health and sustainability. As the brand expands its footprint across Europe and introduces new offerings, it remains rooted in its mission to offer a better soft drinks experience—one that not only delights consumers’ taste buds but also aligns with their values and priorities. With a growing community of health-conscious and eco-conscious consumers, HOLY is poised to make a significant impact on the soft drinks industry and contribute to a healthier, more sustainable future.

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