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BTV Leads Series A For Functional Beverage Brand, Tru

Tru Inc. announced the closing of its $6.5M Series A round. This is BTV’s second lead investment in the brand as capital will be allocated to support ongoing growth and direct-to-store delivery expansion.

Tru team members holding a range of Tru products
Consumer Brands

Tru Inc. is a Massachusetts-based beverage brand co-founded by former pro athlete, Jack McNamara, and tech entrepreneur, Yashwardhan Banthia. Established in 2015, the company is on a mission to “elevate every moment with a flavour for every occasion.” Ranging in seven major need states from energy, recovery to sleep and beauty, its team produces great tasting drinks, shot, and tablets.

Following BTV’s initial investment in 2021, the partnership and collaboration with Tru has flourished. With revenue increasing by over 120% in each of the last two years, volume is expected to scale well beyond the current footprint of approx. 2,000 stores thanks to recent retail authorisations in the grocery and convenience channels. As market expansion into new regions across the USA, including New York city is imminent, the company will continue to allocate additional capital for its expanding sales team while also investing heavily into brand awareness.

A model holding out a can of Tru

Jack McNamara, CEO & Co-Founder of Tru Inc.:

“Thanks to partners like BTV who support us well beyond capital, we are confident in our future as a brand. While we have great tasting beverages, the edge is the passion our team brings daily to build trust with our retailers, distributors, and customers. A great product paired with real relationships will go a very long way.”

Lexy Prosszer, Founder & Investment Principal of BTV:

“I continue to be impressed by the stellar growth the Tru team have achieved over the past year. We are excited to continue our great partnership, supporting the brand in this next expansion phase as they look to strengthen their position in the market across the USA. 2023 is going to be an exciting year for Tru!”
Written by
Andrea McVeigh
Communications and Social Media Manager
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