The Female-Founded Brand Secures $4M in Seed Funding and Announces Retail Launch
with Erewhon
NEW YORK, April 24, 2024 /PRNewswire/ -- KEY, an
all-natural energy drink harnessing the power of ketones, launches
today to modernize the $62B energy
drink market. Co-Founded by two trailblazing executives from rival
beverage companies, Coca-Cola and PepsiCo, Karishma Thawani
and Tekla Back, KEY offers a clean
alternative without the sugar shock or caffeine jitters that give
energy drinks a bad rap.
Simultaneously, KEY announces the oversubscribed close of a
$4M seed round led by
AgFunder, one of the world's most active foodtech and agtech
investment funds. With additional backing from Alethia, the
leading beverage VC and AgFunder SIJ Impact Fund, the round
will support strategic retail distribution, inventory and marketing
efforts.
"As a former PepsiCo exec, I swore I'd never launch a beverage,
as I know how tough it is to start and scale a brand. However, when
I discovered the benefits of ketones, I became determined to make
them accessible for all," says Co-Founder Tekla Back.
Co-Founder Karishma Thawani adds,
"The first time I tried ketones, I was blown away by the
long-lasting energy, the euphoric feeling and the mental focus I
felt. I cannot wait for everyone to experience KEY to tap into
their full potential."
In an industry saturated with sugar-laden, artificial stimulant
sips, KEY is unlocking an alternative source of genuine energy from
ketones. The ketones in each beverage deliver long-lasting
smooth energy, instead of a sugar spike followed by a crash.
Ketones also provide dose-dependent advantages such as improved
cognitive benefits, appetite suppression, metabolic health and
enhanced recovery. Additionally, unlike the synthetic ketones found
in supplements today, KEY uses pure active natural ketones made
using fermentation.
KEY's debut collection features the following flavors with
all-natural ingredients:
- Pineapple Passionfruit ($3.75) - Rejuvenate with tropical
pineapple and ripe passionfruit
- Grapefruit Peach ($3.75) - revitalize with refreshing
grapefruit and juicy peach
- Ginger Lime ($3.75) - invigorate with spicy
ginger and citrusy lime
Manuel Gonzalez, general partner
at AgFunder, said: "I was an investment banker for many years. We
survived day in and day out with caffeine and energy drinks, boxes,
and boxes of them. Every time, I thought, well, this is not good
for me, but let's have it. When I saw KEY, I thought, this is not
possible, all-natural, no sugar, no caffeine… how can this be?
Well, it so happens that ketones activate our own body's ability to
make energy. Ketones and green tea are my new mantra. But more than
anything, Tekla and Karishma are the embodiment of founder market
fit. Every time I talk to them, I like this company better, and
every time I drink a KEY, I feel the long-lasting energy, and when
I read the simplicity of the label, I see a great company in the
making."
In addition to launching direct-to-consumer and on Amazon, KEY
will roll out their first line of beverages at select, curated
retailers including celebrity-favorite Southern California health grocer Erewhon and
targeted high-traffic retailers across Manhattan, Brooklyn and Hamptons. With over 25 years of
combined experience in the food & beverage industry,
Co-Founders Thawani and Back, are combining old school retail
and online community building to scale fast, balancing brand
building and distribution.
About KEY
KEY is a first-of-its-kind, clean
all-natural energy drink, providing long-lasting energy by
unlocking a new energy source: ketones, made using fermentation.
Thawani and Back, experienced beverage industry innovators,
combined the functionality of ketones with the enjoyment of energy
drinks, to create a first-of-its-kind beverage category. Rooted in
the belief that humans possess untapped potential, KEY's mission is
to help people unlock this natural energy.
KEY's offerings can be found at select retailers across
California and NYC and on
drinkkey.com
PR Contact: key@azionepr.com
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SOURCE KEY