Creator-founded Neutonic closes seed round with seven-figure Redrice investment

Consumer venture capital firm Redrice Ventures has made a seven-figure investment in Neutonic, the nootropic energy and focus brand co-founded by podcaster Chris Williamson and fitness entrepreneur James Smith.

The investment forms part of Neutonic's seed round and follows an earlier announcement this year that US-based Second Sight Ventures had also backed the company. It also comes months after Neutonic raised $6 million at a $60 million valuation in a round backed by Grenade founder Alan Barratt, athletes Ollie Marchon and Ross Edgley, and US investors including Dan Martell and Codie Sanchez.

Founded in 2023 by Williamson, Smith, Luke Betts and Shan Hanif, Neutonic makes an energy drink designed to help people focus and think more clearly. The brand has sold more than 7.5 million cans to date and is stocked in more than 10,000 shops worldwide, including Sainsbury's, Ocado, Morrisons Daily and more than 1,200 Motor Fuel Group forecourts in the UK, as well as GNC and The Vitamin Shoppe in the US.

Redrice said Neutonic had achieved 300% year-on-year growth and was preparing for further retail expansion across the UK, US and Australia. The firm also said the company expects to generate $25 million in revenue this year, having doubled revenue between 2024 and 2025.

Announcing the investment on LinkedIn, Redrice founder Tom March described Neutonic as part of the "next generation of consumer brands", arguing that "attention isn't bought, it's earned."

"They don't treat content as marketing. They use it to entertain and educate at scale," he wrote, pointing to Williamson's Modern Wisdom podcast and Smith's online fitness business.

March also said consumer health was shifting towards productivity, with people increasingly seeking sustained focus and cognitive performance rather than "just another caffeine hit."

Neutonic is not the only creator-founded business in Redrice’s portfolio. It has also backed Skin Rocks, founded by beauty educator Caroline Hirons, and Epetōme, the gut health brand founded by nutritionist and creator Emily English. Tennis player Andy Murray also joined Redrice as an investor last year.

The investment adds to a growing number of creator-founded consumer brands securing institutional backing, as investors increasingly back founders who have built engaged audiences alongside their products.