Who Owns Misfits?

Misfits is owned by its founders and a group of venture investors, and Companies House no longer names any of them. Misfits Health Ltd has filed an active “no registrable person” statement since 26 August 2021 — the point at which successive funding rounds diluted every shareholder below the 25% threshold. Both founders appear on the register only as ceased entries. Ownership verified 6 September 2026.

Who owns Misfits today?

The company is MISFITS HEALTH LTD (09935231), incorporated 5 January 2016. It makes vegan protein bars and shakes sold through British supermarkets.

Its PSC register today shows no controller at all — only a statement, filed 26 August 2021, that the company knows of no registrable person or relevant legal entity.

That is not evasion, and it is not the same as saying nobody owns Misfits. It means no single shareholder holds 25% or more, which is exactly what happens to a founder-led company after a few rounds of outside investment.

Ultimate parent and corporate structure

There is no parent. Misfits Health Ltd is independent, privately held, and has not been acquired.

Its ownership is spread across the founders, staff and a list of venture and institutional investors reported to include Pentland Ventures, Starwood Capital, The FSE Group, Gather Ventures and others, across funding reported at around $10.6m in total.

Pentland is the more interesting name on that list. Pentland Group is the Rubin family business behind Speedo, Berghaus and Canterbury, and a substantial shareholder in JD Sports — so a family-controlled British sportswear group sits, at one remove, behind a protein bar brand.

The register is also a poor guide to finding the company. Companies House returns thousands of matches for “Misfits” — Brilliant Misfits, The Coding Misfits, Earth Bound Misfits, Kitchen Misfits, Lab of Misfits — none connected to the brand. The company is 09935231.

Major shareholders or controlling persons

Nobody holds a registrable interest. The two ceased entries are the founders:

• Mr Benjamin Jacob Green — more than 25% but not more than 50% of shares and votes, notified 6 April 2016, ceased 11 December 2020
• Mr Henry Sether — the same band, notified 6 April 2016, ceased 26 August 2021

Sether is a co-founder and has led the company; Tara Adlestone is reported as the other co-founder of the original business, and does not appear on the register.

The two cessations, fifteen months apart, are the record of dilution rather than departure. Each time new shares are issued to investors, existing holdings shrink; when a founder’s stake crosses below 25%, the PSC entry ceases. Green’s in December 2020 and Sether’s in August 2021 mark two rounds.

Applying this site’s standing rule: a cessation is not an exit. Neither founder necessarily sold anything. Their holdings simply fell below the level at which the register records them.

Official records and evidence

The company number, the January 2016 incorporation, both ceased entries with their bands and dates, and the active statement are Companies House records for 09935231 and can be checked directly.

Beyond that the register establishes nothing about who owns Misfits today. An active “no registrable person” statement is a statement about the company’s knowledge, not evidence that no owner exists — the same position this site records at Hotel Chocolat, Jaguar and Genesis.

The investor names and the funding total come from the investors’ own announcements and from private-market databases, not from any filing. Misfits does file accounts, so its revenues are on the public record; its valuation and the split of its share register are not.

Companies House does not verify most filed information.

Ownership history and changes

The company was founded in 2016 as MissFits — a play on “Miss Fit” — selling nutrition products aimed at women.

• 5 January 2016 — incorporated.
• January 2020 — the business pivots to vegan protein bars under the name Misfits, dropping the female-only positioning.
• 11 December 2020 — the first founder’s PSC entry ceases.
• 26 August 2021 — the second ceases and the “no registrable person” statement is filed.

The pivot is the commercially decisive event, and the register dates its consequences precisely. Within a year of changing what it sold, the company had raised enough outside money to dilute both founders out of registrable control — reported sales of over seven million bars and revenues above £10m in 2021.

Misfits has not been acquired, and no investor has taken control.

Related companies and brands

Misfits Health owns the Misfits brand and its product range. It has made no acquisitions and owns no other businesses.

It is not connected to Misfits Boxing, the promotion associated with the YouTuber KSI, nor to Misfits Gaming, the American esports organisation — separately owned businesses that share nothing but a common English word. The name is generic enough that confusion is routine, and the company number is the only thing that separates them.

Nor is it connected to Grenade, Myprotein (owned by THG) or Huel, its closest British competitors, each separately owned. Huel, like Misfits, is a privately held British company backed by outside investors rather than by a food group.