Sneak
Sneak is disrupting the energy drinks market – offering the new media consumer a healthier way. Sneak contains zero sugar and only natural colours and flavours. Distinctively, it's mainly sold as a powdered formula, available in 12 flavours, which consumers mix with water at their convenience.
brand facts
- Founded by serial entrepreneurs Jonny Teeling & Will Peirce in 2018.
- Founded because they wanted to create a healthier alternative to traditional energy drinks: a culturally relevant brand for the new media consumer, which contained zero sugar and all natural colours and flavours.
- Sneak creates much sought after products, with limited edition boxes reselling in secondary markets for a 1,700% premium.
- Founders Jonny and Will previously created a teeth whitening brand just to try to win a competition to be invited to Necker Island to meet Richard Branson. They won.
Brand categories
- private equity
- food & beverage
- UK & international
- current
Our journey with Sneak
True invested in Sneak in 2021 after watching the esports industry go on a massive growth journey. The peripheral industries were more interesting to us and we believe its where we could add the most value. After identifying a strong brand and founding team in Sneak we believed we could create a great partnership and look forward to the journey we've started.
brand updates
News
Energy drink business reveals plans for further international expansion
Will Peirce, co-founder of Manchester-based energy drink business Sneak has outlined his intentions to accelerate its international expansion as the company continues to grow.
News
Sneak Energy Boosts Leadership With Former Science in Sport Executives
Ashley Read has joined Manchester-based Sneak Energy as CEO following ten years with SiS (Science in Sport), where he most recently held the CMO and COO positions. He completes a new line-up of leadership at the D2C energy drink business following the placement of Robert Leechman as Chair, as well as CFO Bogdan Ionescu, earlier this year.
