This month, AS Roma and England international footballer, Chris Smalling, has injected a six-figure sum into Virtue Drinks, a London-based brand that’s on a mission to clean up the energy drinks market.
It’s the sixth ethical investment Smalling has made in the last year, demonstrating his determination to publicly support sustainable products.
Smalling said: “Virtue has shaken up the industry and made a brilliant product that changes the game. I’m excited to be part of the journey. Why would you drink unhealthy energy drinks when Virtue exists?”
Established in 2016, Virtue Drinks, creates clean energy drinks which are all natural, with zero sugar or calories. They have two ranges available globally, Virtue Clean Energy and Virtue Yerba Mate, exporting to leading retailers in 30 countries.
Covid-19 has accelerated a global trend toward healthy living, with consumers rethinking their eating and drinking habits. More people are scrutinising product ingredients, shifting from sugary or artificial energy drinks, with high amounts of synthetic caffeine, to clean alternatives.
London born entrepreneur, Rahi Daneshmand, launched Virtue Drinks in 2016, after looking for a clean energy drink himself. Having avoided energy drinks post-university, whilst constantly trying to find ways to improve his energy levels, he felt there’d be a lot of people also looking for a natural pick-me-up, with zero sugar or calories.
Daneshmand said: “We have very high aspirations, with plans to bring Virtue to every store where you might find traditional energy drink brands. Each can of Virtue gives customers the same amount of natural caffeine as the leading energy drink or coffee, without any sacrifice on taste and none of the artificial chemicals.”