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 Video background

brand updates


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.

Read more