The Turmeric Co., the family-run business founded by former professional footballer Thomas Hal Robson-Kanu, has announced a major strategic partnership with AG Barr, one of the UK’s most established beverage companies.

The investment, which sees AG Barr acquire a stake in The Turmeric Co.'s parent company, Innate-Essence Ltd, is being hailed as a landmark moment for the functional drinks brand.

The partnership comes as AG Barr, known for brands like Irn-Bru and Rubicon, continues to expand its presence in the fast-growing functional health market. The Turmeric Co., which produces a line of clinically backed turmeric shots, will remain founder-led, with Robson-Kanu continuing as CEO.

From the Pitch to the Pharmacy

The Turmeric Co.'s origin story is a tale of resilience. After a career-threatening knee injury at age 17, Robson-Kanu was told he might never play again. Rather than giving up, he and his father began creating a potent, natural remedy using raw turmeric. The homemade solution proved so effective in aiding his recovery and supporting his performance that it eventually led to the creation of The Turmeric Co.

The brand's functional shots are now a staple for elite athletes, available in major national retailers, and have garnered over 15,000 positive customer reviews.

A Shared Vision for the Future

For The Turmeric Co., the partnership with AG Barr provides a powerful platform for accelerated growth. The investment will enable the company to expand its in-house manufacturing capacity, increase product innovation, and reach a wider consumer base.

Robson-Kanu expressed his excitement about the partnership, stating, "When we launched The Turmeric Co., manufacturers said our product was too fresh and too functional to scale. Now one of the UK’s biggest drinks companies just backed it. This proves that when you stay true to your values, you can build something that changes lives."

He added that AG Barr's backing proves that the industry is recognizing consumer demand for "real, raw, nutrient-rich products" and that this partnership will help make functional health "mainstream."

The investment signals a broader shift in the beverage industry, one that is moving away from trendy products toward those with proven efficacy.

With AG Barr's decades of experience in brand building and commercial scale, The Turmeric Co. is poised to deliver its mission of pioneering functional health to a much larger audience.