Hellowater partners with agricultural company on toxin-fighting beverage line

5 Feb 2021

Functional water brand Hellowater and the agriculture company Brandt are partnering to launch a line of beverages that employ Brandt’s toxin-elimination and immune-protection technology. In addition to co-producing a line of functional water, Brandt is the lead investor in Hellowater’s Series A fundraising round, which is set to close at the end of the quarter. Details about the investment were not shared.

The proprietary technology featured in this new product, which is expected to hit U.S. shelves in March, will feature Brandt's CYTO PLUS technology. According to a press release from the agritech company, this technology creates "a shield for our defense system while accelerating the elimination of toxins from the body.”

Hellowater partners with agricultural company on toxin-fighting beverage line
Courtesy of Hellowater

Elimination rather than addition is a novel concept for functional waters that generally focus on incorporating ingredients to boost the overall health of consumers. Hellowater itself already has three of its own varieties that promise digestive health, immune defense and pH balance. However, this partnership with Brandt does more than just show that Hellowater is thinking outside the bottle. It marks a transition for beverage manufacturers, aligning them with technological solutions as a means of differentiating themselves in a category that is rapidly expanding.

Hellowater co-founder and CEO Tom Bushkie in the release, “We could have gone the typical route in creating an immunity beverage by adding core vitamins and minerals to help boost health, but we knew we needed to deliver a breakthrough product that had true protection.”

By looking to technology-driven solutions, this partnership may mark the beginning of a trend to seek collaboration with companies that are propelling innovation through innovative technological specialization.

This hyper-specialization will now put this functional beverage startup in competition with some industry heavyweights, including Nestlé, PepsiCo and Ocean Spray as well as a host of smaller startups that are producing beverages that claim to do everything from increasing sleep quality to providing a boost in energy. But despite stiff competition, the use of CYTO PLUS technology offers Hellowater an attractive competitive advantage that aligns it with the growing interest in tech solutions like artificial intelligence and gene editing technology from elsewhere in the food and beverage space.

Although innovative, this toxin-removal solution bucks the trend toward natural functional beverage options that are also popular with consumers. While Hellowater may not target demographics looking for natural alternatives, it may be worth noting that too much innovation too quickly is not always well received by consumers. People have found technologies like lab grown meat to be “scary,” according to a 2019 study from the marketing firm Charleston|Orwig. Similarly, GMOs have remained a controversial subject with consumers who are wary of altered ingredients.

Nevertheless, the thought of removing toxins from the body has a good chance of appealing to consumers that are increasingly interested in edible solutions to maintain their health and wellbeing.

Related news

PepsiCo doubles down on nonalcoholic cocktail mixers with Unmuddled

PepsiCo doubles down on nonalcoholic cocktail mixers with Unmuddled

8 Jul 2021

Legacy soda manufacturer PepsiCo is moving deeper into the non-alcoholic cocktail space with the announcement that it will debut a line of premium mixers called Unmuddled. The product line will be available beginning in September at Fresh Thyme and on ...

Read more 
Carbios technology creates first enzymatically recycled bottles

Carbios technology creates first enzymatically recycled bottles

6 Jul 2021

French biochemistry firm Carbios announced that, in partnership with a consortium of CPG manufacturers, it has produced the world’s first food-grade PET plastic bottles made entirely from enzymatically recycled plastic .

Read more 
Soonish debuts natural beer with gluten-free baking ingredients

Soonish debuts natural beer with gluten-free baking ingredients

29 Jun 2021

Los Angeles micro brewer Soonish now has a beer that is aiming to take the gluten-free beer space and transform it into the “natural beer” category. Soonish-Natural Beer is made using banana, millet, sorghum, and honey, but rather than resulting in a f...

Read more 
Dogfish Head releases oat-milk hazy IPA beer

Dogfish Head releases oat-milk hazy IPA beer

1 Jun 2021

It’s only been a few years that oat milk has been on grocery store shelves, but the plant-based milk alternative has made waves with its latest inroads being in the beer sector. In partnership with oat milk maker Elmhurst 1925, beer brand Dogfish Head ...

Read more 
Consumers prefer no rather than low-alcohol

Consumers prefer no rather than low-alcohol

10 May 2021

Beverage market analysis firm IWSR expects the no- and low-alcohol category to grow 31% by 2024, according to a new report that reviewed 10 key markets representing 75% of the global consumption of these beverages. The anaylzed markets were Australia, ...

Read more 
Startup Bevry takes first mover advantage in Indian oat milk category

Startup Bevry takes first mover advantage in Indian oat milk category

5 May 2021

Indian startup Bevry has developed its own oat milk formulation, which it is manufacturing and selling exclusively in India with the goal of becoming the “Oatly of India.” According to the company, it is the first brand to manufacture and sell an oat-b...

Read more 
Sugar tax in South Africa results in ‘positive changes’

Sugar tax in South Africa results in ‘positive changes’

23 Apr 2021

A study published in The Lancet found that following the 2018 implementation of a 10% tax on sugar-sweetened beverages in South Africa, the overall consumption of sugar from these beverages fell 35% from 16.25 grams per person daily to 10.63 grams per ...

Read more 
Danone Manifesto Ventures makes first UK-based investment

Danone Manifesto Ventures makes first UK-based investment

8 Apr 2021

Danone’s VC arm, Danone Manifesto Ventures (DMV) made its first investment in a UK-based business with its commitment to a £2.5m funding round for the healthy drinks brand Moju. Moju said the French Dairy giant’s minority investment in the company will...

Read more 
Topo Chico finally debuts its hard seltzer

Topo Chico finally debuts its hard seltzer

1 Apr 2021

Molson Coors Beverage Company, which is exclusively manufacturing Topo Chico Hard Seltzer through a brand authorization agreement with Coca-Cola, finally released the concept onto shelves on March 29 after announcing the development of the brand in Jul...

Read more 
Chobani enters into pilot program with PepsiCo

Chobani enters into pilot program with PepsiCo

30 Mar 2021

Greek yogurt maker Chobani recently entered into a distribution partnership with PepsiCo to sell its new yogurt drinks at convenience stores, colleges and universities in the northeastern part of the U.S. In the original report on this news, Bloomberg ...

Read more