DAYTON, N.J.– Altru Brands, LLC today announced the launch of Altru, an innovative functional water beverage that is a fusion of exotic flavors and a proprietary blend of electrolytes, natural caffeine and antioxidants, including glutathione.
Altru is available in four original flavor combinations: Peach Mangosteen, Tangerine Prickly Pear, Mango Cherimoya and Coconut Jackfruit. Each Altru beverage features an exotic fruit flavor paired with a familiar fruit flavor, creating truly unique flavor profiles. Each 16 oz. bottle of Altru contains 10 calories, less than one gram of sugar, a proprietary natural sweetener blend and no artificial colors, flavors or preservatives. Altru debuted at number four on Amazon’s “Hot New Releases” in flavored drinking water in its first week of sales.
Each flavor also features a patent-pending blend of antioxidants and electrolytes, and it is the first and only beverage containing glutathione. Glutathione is commonly known as the “Master Antioxidant” or the “Mother of All Antioxidants” because scientific studies have shown that it is the most vital and critical antioxidant to good health. Research has demonstrated that increasing levels of glutathione can raise energy levels, strengthen the immune system and detoxify the body.
Altru is short for “altruism,” which means selfless concern for the well-being of others. Altru was founded by three scientists who are also pet rescue owners. Their passion for securing homes for cats and dogs in need is highlighted by their commitment to donating 10 percent of the company’s profits to pet rescues.
The growth of retail sales of enhanced waters in the United States is far outpacing the growth of other beverage categories such as plain bottled water, sodas, juice and dairy beverages. Millennials are a key demographic driving this high velocity category, and they have expressed a keen interest in new flavor profiles and functional innovation.
“Consumers are tired of functional beverages with the same functional ingredients and the same flavors they have been drinking for years. Altru is a trailblazing new water beverage that not only contains unique and exotic fruit flavors, but also features a new functional ingredient not contained in any other beverage on the market: glutathione, the superhero of antioxidants. We are excited to bring to market a pioneering better-for-you water beverage with globally inspired fruit flavors,” said Altru co-founder Eugene Gross. “As pet-loving scientists, my co-founders and I donate a portion of Altru’s profits to pet rescues, so rescue pets like my cat Hayley can find loving homes. This cause is built into our company’s DNA.”
Altru Brands, LLC is a New Jersey-based beverage company founded by three friends and scientists, Sam Hamid, Eugene Gross and Ken Valenzano. They decided to formulate their own beverages after seeing a void in the functional beverage market. They believe in providing consumers with low-calorie better-for-you beverages with simple ingredients and tantalizing flavors. The founders are also rescue pet owners who are dedicated to helping homeless pets by donating 10 percent of Altru’s net profits to pet rescues. Learn more about Altru at drinkaltru.com or by following @drinkaltru on Facebook or Instagram.
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