NU/KE Hydration
by NU/KE Hydration (independent startup; no larger parent company identified)
Official Brand Overview
NU/KE Hydration is a clean-label, caffeine-free sports hydration drink that launched in February 2026. Its debut flavor, Lime Time, is built from seven ingredients including filtered water, organic coconut water, real lemon and lime juice, Celtic sea salt and Reb M stevia sweetener. The brand name stands for "Nothing Unnecessary / Keep the Energy," and it markets to youth/amateur athletes and their families. Founded in Jackson, Mississippi by Marty and Lesley Frascogna, with CEO Tommy Mayfield based in Birmingham, Alabama. Sold DTC plus early retail placements.
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