Curly's Caffeinated Water Debuts at 250+ H-E-B Stores To Change How People Hydrate and Energize
The First-Ever Lightly Caffeinated Water with Electrolytes Named H-E-B Quest for Texas Best Finalist in 2019
Unlike other highly caffeinated beverages and sports drinks with electrolytes, Curly's has no sugar or sweeteners, calories or flavorings. Curly's was created to give people a healthier way to get caffeine and essential minerals throughout the day. The water is sourced from local aquifers, then filtered with UV light and reverse osmosis. The company adds 20mg of caffeine extracted from organic coffee beans and a blend of natural electrolytes.
"We wanted to provide our customers with a high-quality water product that can hydrate them and give them clean energy throughout the day and evening," says Matt Allison, cofounder at Curly's. "We went with a low dose of natural caffeine so people can comfortably drink Curly's the same way they would any other bottle of water, without worrying about energy spikes and crashes from caffeine - just smooth, clean energy whenever people need it."
Curly's was founded by Matt Allison, previously founding CEO at the marketing technology company, TrendKite, and Nate Pruitt, owner at Bell Springs Winery & Brewery and Growth Digital. Their unique approach to hydration came from their realization that many of their colleagues and customers always seemed to be tired and dehydrated at the end of the day, despite all of their options for water and beverages with caffeine. They discovered there was a void in the consumer space for a beverage that not only improved energy levels but hydrated and tasted great without calories and artificial ingredients.
"Curly's is unlike anything on the market," says Nate Pruitt, cofounder at Curly's. "Curly's tastes like crisp, clean water with no bitter aftertaste you typically get from beverages with higher concentrations of caffeine. It works with your body to hydrate while gently boosting energy and focus. It really is changing how people think about hydration and we are thrilled that H-E-B has recognized Curly's as such a game-changer."
Curly's has been sold online since early 2019, but with H-E-B now stocking it on their shelves in more than 250 stores across Texas, it will be accessible to more people. "We are always looking for innovative products for our customers," says James Atchley, Sourcing Manager at H-E-B. "Curly's was a finalist in our 2019 Quest for Texas Best awards because we believe consumers are looking for healthier alternatives to high sugar, high caffeine beverages. We are excited to offer H-E-B customers something different and expect Curly's Water will be in high demand." A list of the H-E-B stores carrying Curly's can be found at https://drinkcurlys.com/
Founded in 2018 and based in Dripping Springs, Texas, Curly's combines a light dose of organic caffeine with balanced electrolytes and premium water to give people a pleasant push of clean energy that remains stable and lasts longer than other beverages. With Curly's, consumers stay hydrated and energized throughout the day without sugar, artificial ingredients, flavorings or calories. https://drinkcurlys.com/
H-E-B, with sales of $28 billion, operates more than 400 stores in Texas and Mexico. Known for its innovation and community service, H-E-B celebrates its 115th anniversary this year. Recognized for its fresh food, quality products, convenient services, and a commitment to environmental responsibility and sustainability, H-E-B strives to provide the best customer experience and lowest prices. Based in San Antonio, H-E-B employs over 120,000 Partners in Texas and Mexico and serves millions of customers in more than 300 communities. For more information, visit HEB.com and HEB.com/Newsroom
Matt “Curly” Allison
Cofounder, Curly’s Beverage Company