Humantra set for Boots rollout following investment from JamJar

Hydration startup Humantra has secured backing from JamJar, the consumer-facing investment firm set up by the founders of Innocent, to support the acceleration of a UK retail rollout alongside ongoing international expansion.

British entrepreneur Charlie Wright founded the brand in Dubai in 2022, entering the UK market the following year with its range of electrolyte and antioxidant drink sachets.

Humantra said it was experiencing rapid growth and forecast revenue would triple in 2025. Its turnover increased to hit eight figures last year, the business added.

The investment round, for an undisclosed amount, led by JamJar comes as the brand readies a launch in more than 1,200 Boots stores this month.

“We’re excited to back Humantra as they set a new standard for hydration,” said JamJar co-founder Adam Balon. “The product is built for all humans, whether you’re working out, working late or just living life. The success in Dubai shows the strength of the products and community. We can’t wait to help scale further in the UK and beyond. But this raise isn’t just about scale, it’s about backing the people who will build Humantra into a global, category-defining brand.”

JamJar, which recently secured a lucrative return on the sale of its holding in Wild to Unilever, entered the soft drinks market for the first time in 2024, investing in gut health soda brand Xoxo.

Humantra’s impending listing in Boots retail is part of a rise in demand for electrolytes globally as consumers choose more health-conscious drinks options, the company said, projecting the overall market will be worth almost $59bn by 2032.

“Hydration isn’t just a fix, it’s the foundation of everything,” said Humantra founder Charlie Wright. “Everyone deserves to feel their best every day and that starts with building optimal hydration into a daily habit. Our focus is on providing the nation with a hydration option that actually tastes good, and, with this investment, we’re doubling down on that mission, helping more people understand that electrolytes aren’t just for athletes, they’re for life.”

Humantra is available in four flavours, each plant-based, sugar-free and made using 100% natural ingredients and zero artificial additives.

The brand was incubated in the Middle East with support from HB Investments, the family office of Huda and Mona Kattan, founders of Huda Beauty and Kayali.

In the UAE, Humantra is the category leader in wellness and hydration, ranked the number-one selling supplement on Amazon. In the UK, revenues are expected to grow five-fold by the year-end.

Alongside its focus on retail, the brand is looking to expand in leisure and hospitality.