Cure Hydration develops science-backed electrolyte drink formulas that use clean, natural ingredients and a company commitment to non-GMO, sustainably sourced materials without added sugars or artificial additives. Launched in 2019, the brand competes in the $10 billion functional drink mix market and emphasizes sustainability, health and empowerment. The company has expanded rapidly, posting a 2,489% growth rate over three years and securing placement in over 13,000 retail locations, including REI, Anthropologie, Fresh Thyme Market and Meijer. Cure Hydration recently introduced Cure Kids, a pediatrician-formulated line of children’s electrolyte drink mixes in kid-approved flavors. Management is focused on supporting continued retail expansion and growing e-commerce demand. Cure sells plant-based powdered electrolyte drink mixes that emphasize clean ingredients such as coconut water powder and pink Himalayan salt. Since launching in 2019, the company has averaged 230% annual revenue growth and plans to expand its retail footprint from 4,000 stores in 2021 to 15,000 in 2023. Cure maintains roughly 60% e-commerce penetration and reported Q1 2023 growth that outpaced the prior-year quarter by 121%, operating with nine full-time employees. Its product line includes nine flavors and is carried in CVS and Walgreens, with recent retail additions including Sprouts, Albertsons, Kroger, Stop & Shop, Wegmans and HEB. The brand skews toward female, active consumers and differentiates on ingredient quality versus competitors. Planned initiatives include faster retail expansion, new product development (including a bulk jar option), and scaling the leadership and marketing teams, with a target of profitability by early 2024. Cure Hydration sells flavored powdered electrolyte mixes formulated on the World Health Organization’s Oral Rehydration Solution, using core ingredients like coconut water and pink Himalayan salt. The products are organic, vegan, contain no added sugars, and are sold online and in retail stores such as CVS, Walmart and Whole Foods. Packs retail for $20.99 for 14 servings on the company website, or $16.79 with a subscription; the company donates 1% of proceeds to the women’s sports nonprofit SheIS. Early customers include amateur athletes and people who need help staying hydrated due to chronic illnesses and other health conditions. Cure’s current retail footprint is roughly 4,200 U.S. locations and the company plans to use new funding to expand that footprint and to develop products beyond hydration while keeping to its science-backed principles. The company also maintains a medical advisory board that includes Dr. Roshini Rajapaksa, Dr. Dana Cohen and nutritionist Brooke Alpert.

Total raised

$8M

Funding rounds

3

Latest round

Series A

Latest activity

Apr 2023