Richard Reed is the co-founder of JamJar Investments, a London-based venture capital firm established in 2012 alongside. See sector focus and contact routes.
Richard Reed is the co-founder of JamJar Investments, a London-based venture capital firm established in 2012 alongside fellow Innocent Drinks founders Jon Wright and Adam Balon. Reed, who previously built and sold the smoothie brand Innocent to Coca-Cola in 2013, launched JamJar immediately after leaving Innocent to back UK and European entrepreneurs. The firm’s investment thesis targets early-stage consumer technology and FMCG companies across Europe, covering sectors from fintech to food and drink. JamJar typically invests between £500,000 and £5 million, focusing on seed and Series A rounds, though some sources cite a range up to £3 million. Notable portfolio companies include Oatly, a plant-based milk brand, and other challenger consumer brands supported by the firm’s £100 million fund. Reed has publicly described the transition from business owner to investor as akin to moving “from athlete to coach,” emphasizing his role in mentoring teams rather than operating them. He holds the title of CBE (Commander of the Order of the British Empire) and frequently speaks at events like London Tech Week about consumer innovation.
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