Natural energy bar challenger Tribe has raised £2.4m to back the launch of a new range made using adaptogens.
The brand this week launched a ‘Protein + Focus’ bar with added lion’s mane mushroom and eight adaptogens, which it claimed was a UK first.
Tribe will also use the cash from the funding round – led by Yeo Ventures and Mercia Ventures – to continue rapid growth in retail and accelerate product innovation outside its core bar range.
An expansion to its plant-based protein shakes offering is planned in the second quarter of 2025.
As part of the fundraising, the company has appointed Steve Rich as chairman. Rich is former UK MD of Irish protein bar group Fulfil Nutrition, which was acquired by Ferrero for £140m in 2022.
Tribe said its growth was fuelled by mainstream consumers looking for natural alternatives to heavily processed sports nutrition products.
Founded by Rob Martineau and Tom Stancliffe in 2015, Tribe today is stocked in more than 15,000 UK distribution points, including at Sainsbury’s, Tesco, Waitrose, Morrisons and Co-op.
The business is aiming to reach revenues of £20m by 2027.
“Tribe has great momentum, and the funding round enables us to take the business to the next level in the coming years,” Stancliffe said. “We want Tribe to be the UK’s leading energy bar by 2027.”
Rafael Joseph of Mercia Ventures added: “With consumers moving away from ultra-processed foods, healthy snacks are amongst the fastest-growing products. Restrictions on displaying ‘unhealthy’ foods in supermarkets are also driving sales. Tribe’s products are healthy, tasty and affordable and the business has built a strong community. The continued focus on healthy eating will drive its further growth in the years ahead.”
Christopher Gale, investment manager at Yeo Ventures, said: “Positioned at the intersection of sports nutrition and healthy snacking, Tribe provides a natural alternative to the ultra-processed products that no longer meet the needs of today’s health-conscious consumers. Tribe aligns well with our thesis to drive the transition towards a natural and healthy food system, and we look forward to seeing the meaningful impact that the business will have in this evolving market.”
The recent Sports Nutrition category report published in The Grocer in December showed Tribe grew retail sales by 82% to £2.3m last year and was the second fastest-growing protein bar brand in the UK.
Tribe has previously raised £4.2m from more than 4,000 backers across a number of crowdfunding rounds over the past eight years.
Stancliffe and Martineau started Tribe after taking part in the Run for Love event, a 1,000-mile run across eastern Europe to help support the fight against modern slavery.
Community and social impact continue to be at the core of the business, with more than £2m raised for sister charity Tribe Freedom Foundation through Tribe events and product sales.
The co-founders have announced a second 1,000km Run for Love in February 2026, running across five countries from North Africa to Greece to raise awareness about the risk to migrants of modern slavery.
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