Signal trace · beverage (protein shake)
GROUNDED
Every press hit, ad, BSR data point, Instagram metric, and Claude thesis the pipeline used to score GROUNDED. Click any signal to inspect the source.
At a glance
Founded
2016
HQ
London, UK (with US ops in LA & NY)
Total raised
$500K
Last round
Seed (oversubscribed) · Feb 2023
Founders
Bryn Ferris · Co-Founder,Gabriel Bean · Co-Founder
Retailers
Whole Foods MarketSprouts (nationwide)Foxtrot MarketGopuffSelfridgesPlanet OrganicSoho House
Instagram
TikTok
Rhymes with
Slate Milk
Both are founder-led, better-for-you RTD protein shake brands attacking the Muscle Milk/legacy dairy protein set with a cleaner-label positioning and a Whole Foods-first US retail playbook.
Jeff's verdict
Your vote biases future scoring. Hot = +8. Pass = -15.
Composite score
52/100
-3 vs prior run
Score label
Research
83% confidence
Signals captured
101
7 sources live
Scoring runs
5
since 8/3/2026
Rubric breakdown
Traction & velocity16/25
Team pedigree10/20
Authenticity / fit6/20
Capital signal (pre-raise)6/15
Category timing11/12
Defensibility3/8
Scoring rationale
WATCH — GROUNDED is a UK-founded (2016) plant-based RTD protein milkshake brand with real food & beverage relevance, but it's likely past Jeff's pre-Series A sweet spot: it closed an oversubscribed seed round in Feb 2023 (Rianta Capital-led, with Lever VC, Veg Capital, Artesian VC per Tavily) and has already secured national US doors including Whole Foods (Oct 2024) and Sprouts nationwide (BevNET, 07/16/2026), plus Foxtrot and Gopuff NYC. Amazon signal is early — ASIN B0D321QT87 (16.6oz chocolate) sits at 224k BSR with a 24% 30-day improvement — and 30 live Meta creatives suggest active US paid push. Category tailwinds (GLP-1 functional beverage, clean protein) are clearly rising, but with 6+ funding rounds logged on LinkedIn and cross-Atlantic scaling underway, entry pricing and dilution risk are the concerns. Traction: 15 press · 30 ads · BSR Δ11% · TikTok 6 → 16/25 Authenticity: IG — · TT 6 · -4 Amazon reviews · 3 subreddits → 6/20 Capital: 1 funding press (penalty 5) · TM sweet-spot no · 30 ads → 6/15 (higher = pre-raise) Category timing: beverage (protein shake) trend rising · brand trend rising → 11/12 Out of food+bev scope — will not surface on pipeline.
Score history
- Aug 24, 03:11 AM52
- Aug 17, 03:10 AM55
- Aug 10, 03:08 AM51
- Aug 3, 10:12 AM45
- Aug 3, 03:08 AM44
Signal sources
Press signal
- The U.S. World Cup team’s secret weapon: A top-flight barista
- Grounded to launch plant-based protein milkshakes
- Drinks brand GROUNDED launches ‘pure’ protein m*lkshakes in Whole Foods Market
- UK-based natural CPG brands secure investment, scale in the US
- Best Weight Loss Drink: Top Options That Actually Work in 2026 - View cOKWKT2Tq
- GROUNDED Introduces New 8.5 fl oz “Pocket Protein” M*lkshakes + Launches Nationwide at Sprouts
- PepsiCo’s Muscle Milk flexes rebrand in crowded protein drink space
- GLP‑1 drinks take off as brands race for $3.5bn functional growth
- What Is Clear Protein, And Is It Better for You? RDs Explain
- Danone tackles the big question for GLP-1 users: What should they eat?
- What Is Clear Protein, And Is It Better for You? RDs Explain
- Danone tackles the big question for GLP-1 users: What should they eat?
Ad activity
- Christian BischoffDie Manifestation Days 2026: LIVE mit Christian Bischoff Du manifestierst jeden Tag. Nur meistens das, was Du gar nicht willst. An 3 kostenfreien Live-Abenden findest Du Deine drei stärksten Glaubenssätze, formst daraus neue ÜberzeugungenPublic figureEntertainment
- TrybelloPlease STOP trying to regrow your hair. I know that sounds crazy, but I’m a board certified dermatologist and most products just make your hair loss worse!! I finally found a product that actually works for menopausal hair loss and blocksBrandFashion
- Calm🎧 Bilateral stimulation can help you regulate ❌ No matter what you've tried before, EMDR-inspired bilateral audio works differently — on your nervous system itself. 🏆 Experience Calm's Bilateral Stimulation! Trusted by millions worldwide.Product/serviceService Business
- Water2Filter jugs seem convenient… until you’re constantly refilling them, waiting for water to filter, replacing cartridges and losing half your fridge space. There’s an easier way to get filtered water. The way that over 200,000 UK homes uProduct/serviceService Business
- Vlada GarmashПерша частина присвячена всім речам на рейлі 🙌🏼СМИ/информационное агентствоOther
- IntellectpAdd an extra layer of security wherever you park 🏍️🔒 The Disc Brake Motorcycle Lock Alarm combines a durable disc brake lock with a built-in alarm, helping provide added protection for your motorcycle, scooter, or bike when parked. ✅ BuilProduct/serviceService Business
- Facetune by LightricksFacetune by LightricksApp pageApp/Software
- Hey Bud SkincareTired eyes? Puffy mornings? Fine lines creeping in? Hey Bud's Ultra-Firming Peptide Eye Balm is here. 👁️ ☕ Caffeine + peptides depuff & firm the eye area Visibly reduces dark circles & crow's feet Vegan, fragrance-free & gentle on sensitiShoppingAccessories
- Journi - Smart Photo Journal & Photo BookWenn du denkst, dass es Stunden dauert, ein Fotobuch zu erstellen, dann vergiss was du über Fotobücher weißt! Mit dieser gratis App kann JEDER in nur 5 Minuten ein Fotobuch erstellen! 🤩 🚀 Automatisches Layout mit Datum 🔀 Super einfacheProduct/serviceService Business
- PlixSee how Our Customer transformed his skin in just 12 weeks! Introducing the Plix Pineapple De-Pigmentation Facewash +De-pigmentation Serum Combo with a unique formula of Fruit + Actives. A refreshing & fruity skin-brightening facewash andVitamins/supplementsHealth/Wellness
- Maria GarciaConsidering a roof replacement? 🏠 Discover the factors that influence metal roofing prices and find out what to expect in our comprehensive breakdown. Learn moreMagazineEntertainment
- Life360They have places to be. You have Life360. Let them explore with confidence, knowing help is always within reach. Stay close, not too close.SoftwareApp/Software
Amazon traction
- Best BSR 119019 · 90d improvement 11%
- Best BSR 48185 · 90d improvement 47%
- Best BSR 48246 · 90d improvement 5%
- Best BSR 45811 · 90d improvement 41%
- Best BSR 46657 · 90d improvement 42%
No instagram signals captured.
TikTok
- @grounded: 6 followers · 0 hearts · 0 videos
- @grounded: 6 followers · 0 hearts · 0 videos
- @grounded: 6 followers · 0 hearts · 0 videos
- @grounded: 6 followers · 0 hearts · 0 videos
- @grounded: 6 followers · 0 hearts · 0 videos
USPTO trademarks
No uspto trademarks signals captured.
Reddit organic
- 8 Reddit mentions across 3 subreddits (organic)
- 8 Reddit mentions across 3 subreddits (organic)
- 8 Reddit mentions across 4 subreddits (organic)
- 8 Reddit mentions across 3 subreddits (organic)
- 8 Reddit mentions across 3 subreddits (organic)
Google Trends
- Category trend "beverage (protein shake)" — rising, avg90d 20
- Google Trends for "GROUNDED" — rising, avg90d 57, peak 100
- Category trend "beverage (protein shake)" — rising, avg90d 27
- Google Trends for "GROUNDED" — rising, avg90d 50, peak 100
- Google Trends for "GROUNDED" — flat, avg90d 46, peak 100
- Category trend "beverage (protein drink)" — rising, avg90d 25
- Category trend "beverage (plant-based protein milkshake)" — falling, avg90d 0
- Google Trends for "GROUNDED" — flat, avg90d 27, peak 100
- Google Trends for "GROUNDED" — flat, avg90d 27, peak 100
AI thesis
- WATCH — GROUNDED is a UK-founded (2016) plant-based RTD protein milkshake brand with real food & beverage relevance, but it's likely past Jeff's pre-Series A sweet spot: it closed an oversubscribed seed round in Feb 2023 (Rianta Capital-led, with Lever VC, Veg Capital, Artesian VC per Tavily) and has already secured national US doors including Whole Foods (Oct 2024) and Sprouts nationwide (BevNET, 07/16/2026), plus Foxtrot and Gopuff NYC. Amazon signal is early — ASIN B0D321QT87 (16.6oz chocolat
- WATCH — GROUNDED is a UK-founded (2016) plant-based protein milkshake brand that just launched nationwide at Sprouts in July 2026 with a new 8.5oz 'Pocket Protein' format, adding to prior Whole Foods (Oct 2024) and Foxtrot distribution. However, the brand already closed a seed round in Dec 2022 ($1.23M per Tracxn, with a follow-on 'Series unknown' event Feb 2023 per LinkedIn), and Amazon velocity on the shake SKU (ASIN B0D321QT87) is flat at BSR ~176,485 with reviewCount unavailable — the 47% BS
- WATCH. GROUNDED is a UK-founded (2016) plant-based protein milkshake brand that has quietly built a real US retail footprint — nationwide launch at Sprouts (BevNET, 07/16/2026) on top of a 2024 Whole Foods rollout and Foxtrot placement — but the capital stack is already past Jeff's pre-Seed sweet spot with $1.23M raised across a 2022 seed led by Rianta Capital and a follow-on round dated 2023-02-01 per LinkedIn. Amazon signal is thin (single ASIN at BSR 158K, +5% 30d trend, effectively no review
- WATCH — GROUNDED is a UK-founded (2016) plant-based protein milkshake brand that fits Jeff's F&B lens, with real retail proof (Whole Foods Market launch 10/28/2024 per BevNET, plus Waitrose, Selfridges, Foxtrot, and Gopuff per LinkedIn/IG), an Amazon BSR that improved 41% (from 183,858 → 107,669 on the chocolate 12-pack ASIN B0CY3KNJ33), and ~10.7K Instagram followers on @groundedshakes. However, they closed a seed round in Dec 2022 (The Grocer) with a follow-on 'Series unknown' in Feb 2023 per
- WATCH — GROUNDED is a UK-founded (2016) plant-based protein milkshake brand that landed in Whole Foods US in October 2024 and shows a 42% 30-day Amazon BSR improvement on its chocolate 12-pack SKU (ASIN B0CY3KNJ33, current BSR ~107,669 in Grocery). However, the brand has already run 6 funding rounds per LinkedIn (last round Feb 2023, 'Series unknown'), suggesting it may be past Jeff's pre-Series A entry point, and social velocity is thin (TikTok @grounded has just 6 followers, 0 videos; Instagra