04.06
Mud\Wtr
Return
04.06
Mud\Wtr

MUD\WTR - Your new morning ritual.

MUD\WTR - Your new morning ritual.

Founded - 2018
Founders - Shane Heath & Paul DeJoe
Category - CPG
Location - Los Angeles, USA

Humans drink too much coffee and are paying the price.

Today, 9 out of 10 Americans consume caffeine regularly and 5 out of 10 Americans can’t efficiently metabolize caffeine because 50% of the population has a variant in the CYP1A2 gene that leads to slow processing of caffeine. Our caffeine addiction is a big contributor to 31% of Americans suffering from Anxiety disorder, 33% of Americans undersleeping due to sleep problems and 55% of Americans suffering from stress symptoms.

Solving our Caffeine addiction is a $140BN opportunity.

Accelerated by the pandemic, we are experiencing a wellness revolution with consumers looking for every possible way to improve their wellness. Products and services which unlock their full body and mind potential, win. People have increased awareness of the harmful effects of caffeine on their body and mind. They are actively looking for healthier alternatives which not only replace their coffee or tea - a $140BN market - but look for functional beverages which provide them better forms of energy and focus, giving rise to a functional drink market of $93BN and growing.

Introducing MUD/WTR, the coffee alternative made with organic ingredients and lauded for its health and performance benefits.

I began to realize that what I really liked about coffee had more to do with the ritual than the beverage. I began to wonder what my morning ritual could be if it could be a vessel for more than caffeine.
Shane Heath
Loaded with beneficial ingredients
The functional morning ritual for the balanced
Loaded with beneficial ingredients
Coming with thought-through additions
Loaded with beneficial ingredients
The functional morning ritual for the balanced

Inspiring a wellness revolution.

MUD/WTR is on a mission to create what we believe is a necessary wellness revolution. At the intersection of the new slowdown movement and the mushroom megatrend, MUD\WTR is poised to be a category-defining ritual for both morning and evening, allowing us to better control our caffeine intake and create healthier minds and bodies as a result.

Key Market Insights

0
%
of Americans consume caffeine regularly
0
%
of Americans has a variant in the CYP1A2 gene that leads to slow processing of caffeine
$
0
BN
estimated coffee and tea market in 2021

Why Squared Circles is invested in the future success of MUD\WTR.

The brand has activated a subculture of an ever-growing wellness conscious audience, exemplified by athletes such as Kelly Slater. With over hundreds of thousands subscribers and over half a million cumulative customers in less than three years, MUD\WTR is poised to be a category-defining ritual for both morning and evening. We believe in MUD\WTR for its societal contribution: to be able to reduce user dependence on a highly caffeinated beverage, reduce stress, improve focus, and optimize our collective sleep and ultimately allow us to be healthier physically and mentally.


More companies we believe in