CASE STUDY
MISFITS
SECTOR:
Consumer | Nutrition | Performance
Vertical:
investment + shareholdings
role:
founding investor / strategic advisor / board member
THE OPPORTUNITY
In 2019, Misfits was a small but ambitious UK-based startup with a bold mission: to create the best-tasting, plant-based protein bars on the market. The business was gaining traction in the UK but lacked the capital, operational infrastructure, and global strategy required to scale.
HYTON’S ROLE
HYTON (via founder Robert Jakobi) led the company’s Series A round in 2021, investing £3 million through webloom. Robert also joined the board and took an active operational role in shaping the company’s commercial expansion.
Key contributions included:
Leading Misfits’ U.S. market launch, including Amazon & DTC strategy
Securing manufacturing and logistics partners for scalable operations
Overhauling consumer data infrastructure, media buying, and analytics
Supporting brand positioning, creative refresh, and segmentation
Driving global retail readiness while keeping DTC at the core
THE OUTCOME
Since investment, Misfits has scaled from a niche UK brand to one of the fastest-growing food & beverage companies in the UK, and the 99th fastest-growing company in Europe (FT 1000, 2022).
By 2025, revenues are projected to grow more than 10x from pre-investment levels, reaching £22.9M.
WHY IT MATTERS
Misfits exemplifies HYTON’s operator-led investment philosophy: Backing high-potential consumer brands with real traction, then embedding strategic and commercial expertise to accelerate growth across markets.