‘Hot Girl Soda’: Female-Founded Feisty Bags Funding for Fizzy Plant Protein Drinks

Feisty, a female-founded startup that produces plant-based protein sodas, has raised £500,000 ($677,000) in its first funding round. The company, co-founded by Vy Cutting and her scientist mother, Hong Huynh, aims to offer consumers a lighter and more refreshing alternative to traditional protein shakes. The funds will be used to revamp the brand and launch new flavors of their protein sodas, which have already gained traction in premium retailers such as Selfridges and Whole Foods Market.

Feisty differentiates itself in the market with its unique branding and digital-first marketing strategy. Through a combination of culture-led branding and proprietary food science, the company has attracted a significant following on social media platforms. With a focus on fashion imagery and bold statements, Feisty is positioning itself as the 'hot girl soda' and aims to capitalize on the growing demand for clear, fizzy protein drinks in the UK and Europe.