The startup on functional hydration is raising $ 2.2 million


LOS ANGELES – Barcode, a startup on functional hydration, founded by a coach of the National Basketball Association, closed $ 2.2 million in its latest round of funding.

Founder Mubarak Malik has been training professional athletes and celebrities for decades. He currently works with the Los Angeles Lakers and was previously the head of the New York Knicks. He launched the barcode less than a year ago as an alternative to traditional hydrating drinks made with the addition of electrolytes.

A sports drink with low sugar content, nutrients and a functional alternative for those who occupy the market, enriched with multivitamins, ashwagandha and magnesium, which help increase the body’s resilience. Varieties include lemon-lime, watermelon and pinot noir, each pack of 12 sells for $ 48.

Originally a digital brand, Barcode has secured partnerships with Los Angeles Distribution and Erewhon Market. It has become the most effective sports drink in Erewhon stores across Los Angeles, said Vita Antochi, vice president of specialty supermarket chains.

“We believe in the best alternatives for you in the category of ready-to-drink drinks, which, of course, affect how you feel,” he said.

The barcode is being prepared to enter additional stores in Texas and launch through Amazon next month. Mr. Malik plans to gradually scale the business over time, focusing on the natural canal in Southern California, Texas and Florida, before expanding into the United States.

The $ 2.2 million funding round, which included Trousdale Ventures, Midnight Venture Partners, Cathexis Ventures, Silas Capital, Gaingels and Erewhon Market, as well as music performer and TV producer Kelly Rowland and professional basketball player Maurice Harkless, will be used. branding, product. innovation and marketing.

“I want the barcode to be an iconic brand – a brand that was born in the NBA with athletes, moved to Hollywood to take the epicenter of the best for you and ultimately dominate the natural channel,” Mr. Malik said.

The startup on functional hydration is raising $ 2.2 million

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