LAS VEGAS — Functional beverage brand Wet Hydration has raised $1.3 million in its latest funding round.
The brand, which launched in 2020, markets zero-calorie, zero-sugar beverages enhanced with electrolytes, vitamins and antioxidants. Flavors include watermelon lemon lime, orange mango ginger turmeric and peach pineapple aloe vera. Two additional offerings are set to debut this year. Each recipe supports specific health goals and functionality, according to the company.
“Innovation and market trends are at the forefront when adding to our current lineup,” said Spencer Altschul, co-founder and chief executive officer. “We take a holistic approach by looking at all industries and disruptors in different sectors to see where we can cross synergies and expand brand awareness.”
The startup has secured a team of strategic advisers, including ONE Brands founder Ron McAfee and Boxi founder Neal Pecchenino. The Pickett family, founders of Muscle Milk, also is advising the brand and will support new market expansion and product line extensions.“Given our current growth, the additional capital, combined with our strategic adviser’s insight, will help catapult our expansion,” said Robert Lowe, co-founder and chief operating officer. “We’re dedicated to growing a strong consumer base that is looking for hydration with the added benefits of functional ingredients.”