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Raheem Suleman | Managing Director |
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(646) 852-8007 |
Overview
Posca Hydrate is a category-defining functional beverage company offering the world’s first sparkling, zero-sugar, clean-label hypertonic hydration drink with electrolytes and prebiotics.
The company is raising $10 million to scale its platform across Australia, the U.S., and international markets.
- Rapid traction with ~$1,000,000 in first-year revenue, 3,000+ Australian retail doors, and national distribution through SPC.
- Strong brand resonance with Gen Z and Millennials driven by clean-label ingredients, premium positioning, and a culturally differentiated story
- FDA review complete for U.S. entry, with an Amazon & DTC-first launch and targeted “fortress city” rollout, alongside UAE/GCC expansion
- Institutional Seed proceeds will support US launch, production scaling, Australian retail and QSR expansion, U.S. team build-out, and working-capital needs
- Leadership team includes veterans from Suntory, Kirin, FMCG, media, logistics, and high-growth CPG brands
Solution/Strategy
- Reinvent the historic Roman “posca” formula into a modern sparkling hypertonic beverage that delivers electrolytes, prebiotics and clean label functionality in one product. This creates a premium alternative to both traditional sports drinks and gut health sodas.
- Australia remains the foundation market with a focus on scaling distribution through SPC’s national network across retail, convenience, gyms, QSR, and on-premise channels.
Targeted trade spend and field activation support rapid penetration.
- The United States strategy begins with an Amazon & DTC led launch for national reach. A “fortress city” approach in priority metros such as Charlotte, Austin and Miami concentrates marketing, sampling and retail expansion to drive early density and repeat velocity.
- The U.S. launch focuses on consumers trading up from sugary sports drinks and functional sodas seeking zero sugar, gut-friendly alternatives with real hydration benefits.
Growth Strategy
International expansion is sequenced and disciplined.
The UAE and broader GCC serve as proof of global brand resonance with HORECA channels and e-commerce as early entry points. Southeast Asia is positioned as future upside once AU and US are fully established.
Brand building is supported by a strong media engine including Mamamia’s media for equity partnership, national PR, social content and experiential activations. The cultural identity of the brand reinforces its premium positioning.
Manufacturing is fully scalable through Alepat Taylor with export-ready concentrate and Halal certified blending capabilities. Production investments and flavor innovation continue as part of the next growth phase.
THE WORLD’S FIRST SUGAR-FREE
HYPER-HYDRATION DRINK
No artificial ingredients
Zero Sugar
All 4 key electrolytes
Red wine vinegar based
Prebiotic
Less than 13 Calories
Gluten Free and Vegan Friendly
Caffeine and stimulant free
First sugar-free Hyper-hydration (Hypertonic) drink in Australia*
Fights mid-afternoon brain fog
Boosts Immunity
Enhance gut health
Supercharge hangover recovery
*based on Osmolality Tests conducted in US Labs December 2023
The Team |Senior Leadership
Ed Stening – Co-Founder & CEO
- Former senior leader at Suntory and Lion (Kirin) with deep experience in global CPG and brand building
- Oversees company strategy, investor relations, product development and international expansion.
- Background in marketing, innovation and scaling consumer brands across multiple markets.
Merrick Watts – Co-Founder + Inventor
- Award-winning media personality, creator and entrepreneur with strong consumer reach
- Developed the modern Posca formulation and leads brand identity and creative strategy
- Plays a central role in commercial partnerships, PR amplification, and cultural storytelling that accelerates consumer adoption
Laurel-Lyn Rubio – CFO
- FMCG and scale up finance leader with expertise in forecasting, budgeting and capital management
- Oversees financial governance, investor reporting and commercial strategy
- Ensures financial discipline across AU operations and international expansion plans
Omar Haque – U.S. Strategic Advisor
- U.S.-based CPG advisor with deep experience in scaling brands across retail, distribution, and capital markets.
- Supports Posca’s U.S. market entry, channel strategy, and commercial execution.
- Provides guidance on U.S. investor engagement, retail readiness, and disciplined scaling.
Sources and Uses of Proceeds
| Sources | |
| Equity Raise | $10,000,000 |
| Uses | |
| U.S. Platform Build & Market Entry | $6,000,000 |
| Australia Growth & Profit Optimisation | $1,000,000 |
| Global Working Capital & Supply Chain Resilience | $2,500,000 |
| Transaction Expense / Fee | $500,000 |
| Total Uses of Funds | $10,000,000 |
Specific Risks
- Working capital intensity related to rapid retail expansion and inventory scaling.
- Dependence on trade spend to accelerate early velocity and secure retail placement.
- Execution risk across multiple international markets including U.S., UAE and SE Asia.
- Competitive pressure from well funded global beverage companies and emerging functional brands.
- Volatility in input costs including ingredients, aluminum and global freight.
- Retailer concentration risk as major chains become key volume drivers.
- Brand dilution risk if expansion outpaces marketing investment or product quality control.
- Private securities are speculative, illiquid, and carry a high degree of risk – including the loss of the entire investment.
