3 days ago
Innocent Drinks founders invest in hydration brand Humantra
JamJar Investments, the venture capital firm established by the founders of Innocent Drinks has made a significant investment in hydration brand Humantra.
Although the investment amount is undisclosed, Humantra confirmed to Just Drinks that it has raised 'investment at a significant eight figure valuation'.
It also confirmed that JamJar was a majority shareholder of Humantra alongside Dubai-based private investor HB Investments.
The investment will support Humantra's 'UK retail expansion and global growth ambitions,' the hydration brand said in a statement.
The start-up was incubated with HB Investments, the family office of Huda and Mona Kattan, founders of Huda Beauty and Kayali.
Launched in UAE in 2022 by British entrepreneur Charlie Wright, Humantra expanded into the UK in 2023 with a range of drink sachets made with electrolytes and antioxidants.
In its statement, Humantra said the funding round shortly precedes its nationwide launch in more than 1,200 Boots health and beauty stores across the UK this June.
Humantra added that this year, it intends to 'deepen its UK footprint and expand globally, targeting retail, hotels, gyms, and lifestyle-led hospitality spaces'.
According to Wright, hydration is 'a universal foundation for how we feel, think, and perform' and 'with this investment, we are doubling down on our mission to make great-tasting, effective electrolytes accessible to all'.
Adam Balon, co-founder of JamJar Investments said: 'The product is built for all humans—whether you are working out, working late, or just living life.
'Their success in Dubai shows the strength of their products and community. We cannot wait to help them scale further in the UK and beyond.'
Humantra's products are produced by a third-party manufacturer in the US and it operates mainly in the UAE and UK.
It also has distribution agreements in Saudi Arabia, Lebanon, Kuwait, Jordan, and Bahrain, and has just launched via ecommerce in Singapore and Australia.
In 2024, JamJar entered the soft drinks sector for the first time by backing the gut health-focused soda company Xoxo, a prebiotic soda start-up from the UK.
"Innocent Drinks founders invest in hydration brand Humantra " was originally created and published by Just Drinks, a GlobalData owned brand.
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