# Tru

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/tru

- Industry: Consumer Products
- Headquarters: Natick, US
- Website: www.drinktru.com
- Total disclosed funding: $13M
- Latest round: Series A (Feb 14, 2025)
- Investors on record: 5

## About

Tru, Inc. is a US-based company specializing in functional beverages that promote wellness and hydration through clean, natural ingredients, including sparkling drinks, wellness shots, and drink mixes.Founded in 2015 in Natick, US, Tru, Inc. develops innovative beverage solutions focused on health benefits. The company is co-founded by Jack McNamara, who has a history in the beverage sector. As of February 14, 2025, Tru raised USD 4.6 mn in Series A funding from investors including Jennus Innovation and Polar Beverages, bringing their total amount raised to USD 4.6 mn and achieving a current company valuation of USD 29.19 mn.Tru specializes in a range of functional beverages designed to enhance wellness and hydration. Their core product offerings include sparkling drinks, wellness shots, and drink mixes, all formulated with clean, natural ingredients. Each product is crafted to provide specific health benefits, such as promoting gut health through prebiotics and probiotics, enhancing energy and focus, and facilitating convenient hydration on-the-go. Notable among their innovations is a 5-calorie seltzer infused with real peach juice, aimed at delivering both refreshment and health benefits. Tru's customer base primarily includes health-conscious individuals seeking functional and flavorful drink options. Their products are marketed and sold across various regions, including the United States and select international markets, catering to a diverse clientele that values wellness and sustainability.Tru generates revenue through a direct-to-consumer model, primarily leveraging a subscription service that allows customers to customize their delivery schedules. This model includes a promotional offer of 30% off the first order, followed by a consistent 10% discount on subsequent purchases, with free shipping on orders exceeding USD 50. Transactions are facilitated on their online platform, where customers can choose individual products or opt for bundled drink mixes and wellness shots. The revenue structure is enhanced by the introduction of new flavors and limited-time offerings, encouraging repeat purchases and customer loyalty. Tru's commitment to community impact is also evident in its philanthropic efforts, having donated over USD 35,000 to various charities, which may enhance brand loyalty and customer engagement.In February 2025, Tru, Inc. plans to utilize the USD 4.6 mn raised in Series A funding to expand its product line and enter new markets. The company aims to launch several new flavors and functional drinks by mid-2025 and is focused on expanding its reach in specific international markets. This strategic initiative will enhance their offerings and cater to a broader consumer base.

## Funding rounds

- Series A, Feb 14, 2025, $4.6M — Btomorrow Ventures, Jennus Innovation, Polar Beverages, Inc.
- Series A, Feb 17, 2023, $6.5M — Btomorrow Ventures
- Seed, May 12, 2020, $1.5M — SOSV
- Seed, Mar 27, 2019, $0.6M — SOSV, Food-X
- Seed, Nov 20, 2018 — SOSV
- Seed, Sep 15, 2015 — SOSV, Food-X

## Investors

- SOSV (https://capitalatlas.ai/funds/sosv) — Seed
- Food-X — Seed
- Btomorrow Ventures (https://capitalatlas.ai/funds/btomorrow-ventures) — Series A
- Jennus Innovation (https://capitalatlas.ai/funds/jennus-innovation) — Series A
- Polar Beverages, Inc. — Series A