BOULDER, COLO. — Sunrise Strategic Partners, an accelerator of emerging brands founded by the former chief executive officer and founder of Boulder Brands, has made a minority investment in Kill Cliff, a clean label recovery and hydration sports drink. Financial terms were not disclosed.
Created by a former Navy SEAL as a healthier alternative to soda and sports drinks, Kill Cliff beverages boast a clean ingredient label, electrolytes, B Vitamins, no sugar and 15-20 calories per serving. Kill Cliff is available at CrossFit gyms, USA Weightlifting gyms, Vitamin Shoppe, GNC stores, Whole Foods, Kroger, Hy-Vee and Amazon.
|Joe Driscoll, c.e.o. of Kill Cliff|
"The Kill Cliff brand has a loyal and passionate following and has been fortunate to grow quickly,” said Joe Driscoll, c.e.o. of Kill Cliff. “We make low-calorie, no-sugar recovery drinks that deliver on great taste. The Sunrise team brings deep experience, and we are excited to work with them to expand our distribution and introduce more people to the Kill Cliff brand and mentality."
The investment from Sunrise will allow Kill Cliff to increase distribution and support marketing efforts to reach new consumers, the company said.
|Steve Hughes, c.e.o. and co-founder of Sunrise Strategic Partners|
"Born in the Navy SEALs and raised in CrossFit gyms, Kill Cliff has demonstrated a clear brand proposition and loyal following,” said Steve Hughes, c.e.o. and co-founder of Sunrise Strategic Partners. “We believe the product's clean ingredient label will appeal to a wide range of consumers, and we are excited to team up with Kill Cliff to help them expand the brand's footprint in more gyms and grocery stores."Kill Cliff marks Sunrise Strategic Partners’ eighth investment since its inception in 2016. The company’s portfolio also includes Pure Growth Organic, Maple Hill Creamery, Perky Jerky, Kodiak Cakes, Vital Farms, Pact Organic and Teton Waters Ranch.