NEW YORK, NY - When life gives you watermelons, make WTRMLN WTR? That’s exactly what superstar performer and entrepreneur Beyoncé is doing to launch off of the success of her smash-hit visual album, Lemonade.
Beyoncé has reportedly invested in startup beverage company WTRMLN WTR, which partners with farmers to turn 800 million pounds of “less-than-perfect” watermelons into cold-pressed watermelon water. The company is woman-owned, ran by Co-Founder and Creative Director, Jody Levy, who told Fortune Magazine the investment was part of a recent capital raise.
“I invested in WTRMLN WTR because it’s the future of clean, natural hydration; as partners, we share a simple mission to deliver accessible wellness to the world,” Beyoncé announced in a statement, explaining, “This is more than an investment in a brand, it’s an investment in female leaders, fitness, American farmers, and the health of people and our planet.”
Based in New York City, WTRMLN WTR is only three years old, but on the rise. According to Fortune Magazine, the startup says annual revenue is currently on pace to triple this year from 2015, and is currently stocked in over 7,500 retail locations like Whole Foods, Kroger, and Costco.
Now propelled by the star-power of Beyoncé, who also recently launched and sold out of her athletic clothing brand collaboration with fashion retailer Top Shop, Ivy Park, it seems like WTRMLN WTR won't be running out of steam anytime soon.
“I’m a fan of her mission to empower people to be the best humans they can be,” Levy tells Fortune of the new partnership. “I’ve been aligned with her lyrics, philosophy, and everything about Beyoncé’s brand and world.”
Think the produce industry can get Beyoncé to push any more fruit or veggie products? For the sake of my super fandom of her, I sure hope so!
