Sunrise Strategic Partners invests in sports recovery brand KILL CLIFF

09-Aug-2017 - Last updated on 10-Aug-2017 at 16:10 GMT

Emerging brands accelerator Sunrise Strategic Partners has made a minority investment in Atlanta-based KILL CLIFF, a sports recovery beverage with added electrolytes, B vitamins, ginger root, ginseng root, and green tea, developed by former Navy Seal Todd Ehrlich.

Marketed as a healthier and better tasting alternative to soda, sports drinks and other post workout beverages, KILL CLIFF has 15-20 calories per 355ml can and is sweetened with stevia and erythritol.

The KILL CLIFF brand – which donates a percentage of sales to the Navy SEAL Foundation - “has a loyal and passionate following,” said CEO Joe Driscoll, who said the investment from Sunrise would allow KILL CLIFF to increase distribution and support marketing efforts to reach new consumers.

Available in CrossFit gyms, USA Weightlifting gyms, Vitamin Shoppe, GNC stores, and stores on Navy and Marine Corps bases, KILL CLIFF is also sold at Amazon, Whole Foods, Kroger, Hy-Vee, and other retailers.

"Born in the Navy SEALs and raised in CrossFit gyms, KILL CLIFF has demonstrated a clear brand proposition and loyal following. We believe the product's clean ingredient label will appeal to a wide range of consumers, and we are excited to team up with KILL CLIFF to help them expand the brand's footprint in more gyms and grocery stores," said Steve Hughes, CEO and co-founder of Sunrise Strategic Partners.

This marks the eighth investment for Boulder, Colorado-based Sunrise Strategic Partners, which was co-founded by Steve Hughes and Trilantic North America, and provides growth capital and expertise to early stage health and wellness brands. Its portfolio currently includes Vital Farms, Pure Growth Organic, Perky Jerky, Kodiak Cakes, Maple Hill Creamery, Pact Organic and Teton Waters Ranch.

Whipstitch Capital served as the exclusive financial advisor to KILL CLIFF.