Botanic Tonics, Maker of Feel Free, Recognized on Bain & Company's 2025 Insurgent Brands List

BROKEN ARROW, OK -- Botanic Tonics has been named to Bain & Company's 2025 Insurgent Brands list, which identifies companies redefining growth in the fast-moving consumer goods (FMCG) sector. Botanic Tonics and its feel free tonic is one of 120 brands to make this year's list.

"Being characterized as an insurgent is fitting—we are reshaping the energy supplement category,” said Cameron Korehbandi, CEO of Botanic Tonics.

“Surpassing a quarter of a billion dollars in annual sales profitability in just our third year clearly establishes us as a leader in the space. More than doubling our store count in 2024 to over 30,000 doors and gaining full distribution in two of the top convenience chains has allowed us to surpass household brand names like Alani Nu, C4, Ghost and 5-Hour Energy in a matter of months,” Korehbandi continued.

“We’ve done all this while maintaining full control of our distribution through our own direct store distributor model and vertically integrating the supply chain for our most fragile raw material in Kava Root. To be recognized alongside these other insurgents is an honor,” he added.

Bain & Company defines insurgent brands as those that generate more than $25 million of annual revenue in tracked channels, have grown more than 10 times their category's average growth rate over the past five years, and maintained positive growth over the past two years while remaining independent or having been acquired by a large consumer packaged goods company only within the past two years."

Bain's insurgent brands list offers valuable insight into where innovative, disruptive growth is taking place within the consumer packaged goods sector," said Charlotte Apps, executive vice president of Bain's Consumer Products practice. 

"While the broader sector continues to grapple with stagnating volumes, limited pricing power, and consumer headwinds, these insurgent brands are unlocking incremental growth by addressing unmet consumer needs in new, authentic, and often founder-led ways.

These brands provide a roadmap for sustainable growth in this evolving marketplace, and they showcase the power of compelling consumer-centric value propositions, strong brand engagement, and superior velocity on the shelf.Looking ahead, we anticipate these insurgents will continue to capture an increasing share of category growth and play a meaningful role in shaping the future of the industry."

Botanic Tonics is a plant-based herbal supplement company headquartered in Broken Arrow, OK. Established in 2020, it produces kava-forward tonics under its feel free brand. Its signature product, feel free CLASSIC, is crafted with ancient functional plants to provide mood lift, energy, and focus. Botanic Tonics' products are manufactured in an FDA-registered, cGMP-certified facility and actively supports consumer safety regulations through transparent labeling and educational resources. 

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