Cure Hydration Secures $2.6M Funding for Healthy Sports Drink

Cure Hydration has announced the successful completion of a $2.6 million seed funding round as it introduces a more beneficial option to the sports drink category.

Lauren Picasso, Founder and CEO, previously held the position of director of marketing at Jet.com, and shared that her interest in this area stemmed from her own experiences training for a triathlon; she frequently experienced dehydration despite consuming ample amounts of water. (I personally encountered a similar challenge during marathon training last year – and I mention this to emphasize my own experience with this issue.)

While replenishing electrolytes with beverages like Gatorade seemed logical, Picasso observed, “Upon researching electrolyte products that were both healthy and effective, I found that existing options still rely heavily on sugar.” To illustrate, a 20-ounce serving of Gatorade’s Thirst Quencher contains 36 grams of sugar.

In response, Picasso and the Cure team created a novel beverage inspired by the World Health Organization’s Oral Rehydration Solution, which Picasso explained “is primarily utilized to assist individuals suffering from illnesses such as cholera,” and has been credited with “saving millions of lives and demonstrating hydration effectiveness comparable to an IV drip.”

Cure leverages the ORS as a base to formulate a variety of flavored drinks (with new additions including Ruby Riot Grapefruit and Laser Focus Matcha). Key components include coconut water and pink Himalayan salt, and the products are certified organic and vegan, containing no added sugars.

The company offers these drinks as powdered mixes to be combined with water. They are available on the company website for $20.99 per 14-pack, or $16.79 with a subscription. (The company commits to donating 1% of its revenue to SheIS, a women’s sports nonprofit.) Picasso noted that initial customers include amateur athletes and individuals needing support with hydration due to ongoing health issues and other medical conditions.

The product line is also sold through retailers such as CVS, Walmart, and Whole Foods. Picasso stated that a key objective of the funding is to broaden Cure’s retail presence beyond its current 4,200 locations nationwide.

Future plans include the development of new products extending beyond hydration, while remaining consistent with the company’s “core principles” – ensuring all products are “scientifically supported” and “delicious in taste.” The company benefits from the guidance of a medical advisory board comprising Dr. Roshini Rajapaksa, a gastroenterologist; Dr. Dana Cohen, author of “Quench”; and nutritionist Brooke Alpert, author of “The Sugar Detox.”

The funding round was spearheaded by Lerer Hippeau, with contributions from M3 Ventures, Litani Ventures, Andy Roddick, Nas, Matthew Dellavedova, Casper CEO Philip Krim, mParticle CEO Michael Katz, Thrive Market CEO Nick Green, and others.

“Consumers are increasingly focused on health and wellness and are actively seeking products that are not only effective but also beneficial for their well-being,” commented Lerer Hippeau principal Caitlin Strandberg. “Lauren has demonstrated exceptional leadership and we are impressed by her success in bringing a WHO-validated formula to market without sacrificing product quality or performance. We are enthusiastic about supporting Cure’s growth through this investment and expanded retail distribution.”