Cirkul enters the branded beverage market
- Fast Company
Cirkul, the $1 billion water bottle company, which took off on TikTok earlier this year and has since become Walmart’s home division’s fastest-selling product, is leveraging its loyal customer base to go head-to-head with the beverage industry’s biggest players. As of September 1, the Cirkul bottle and cartridge system–which is designed to deliver a concentration of flavor that’s customizable according to an individual’s palate–has launched eight new beverage brands, adding an additional 50 flavors to its portfolio of offerings.
The new brands, which are exclusively available in Cirkul cartridge format, include Gateway Tea, a range of iced teas named after American states: Pennsylvania Lemon, South Carolina Sweet Tea, Washington Raspberry, California Green, and Georgia Peach; Frosted iced coffees; Fission Premium Body Fuel energy drinks, which are infused with adaptogens, branched-chain amino acids (BCAAs), caffeine, and antioxidants; Squeeze Lemonade in a variety of fruit flavors; Flyte Electrolyte Fuel drinks; a new fruit flavor range called Verda; Stage Hydration, with electrolytes; and Puressence, a range of unsweetened hint-of-fruit flavors.