At Santatera Capital, we're constantly seeking out innovative startups disrupting the food and beverage industry. HIYO, is a prime example of the exciting wave of change that is shaking up the non-alcoholic beverage market.
HIYO is the brainchild of three friends from Southern California, Evan Quinn (CEO), George Youmans (CRO), and Cygne Cooper (CBO). The company's origin story is as inspiring as its product: driven by a desire to help loved ones struggling with alcohol-related issues, the founders realized a gap in the market for delicious and functional alternatives.
"Our true goal, over simplification, is we're trying to help people drink less". Shared Evan Quinn on the Startup to Storefront podcast.
HIYO offers a healthier way to unwind, providing a similar mood-boosting experience to alcohol, but without the negative side effects.
HIYO: Happy In Your Own
The name Hiyo is an acronym for "Happy In Your Own," a perfect reflection of their brand philosophy. They want people to feel proud of their choices and to enjoy a social experience without compromising their health.
Hiyo is more than just a non-alcoholic drink; it’s a mindful blend of organic adaptogens, nootropics, and botanicals, creating a refreshing, functional, and delicious beverage. Each can delivers "the float," a unique combination of all-natural ingredients like ashwagandha, L-theanine, lion's mane, ginger, lemon balm, and passion flower, promoting relaxation, stress relief, and enhanced energy.
The term “social tonic” highlights their commitment to creating a product that can be enjoyed with friends and family, while also delivering functional benefits.
This commitment to functionality and clean ingredients resonates with consumers who are increasingly seeking healthier and more conscious choices. HIYO's tonics are vegan, USDA Organic, non-GMO, gluten-free, and 0% ABV per can, delivering both taste and functionality. They currently offer four delicious flavors: Peach Mango, Watermelon Lime, Blackberry Lemon, and their latest release, Strawberry Guava.
We believe that Hiyo has the potential to become a leading player in the non-alcoholic beverage market. Here's why:
Strong Market Opportunity: The non-alcoholic functional beverage market is exploding. Valued at USD 37.2 Billion in the US, it's expected to reach USD 49.9 Billion by 2026, fueled by a growing demand for healthier alternatives.
Consumer Trend: 58% of consumers are drinking less in 2024 to improve their physical health. The increasing popularity of "sober curious" lifestyles and the desire for healthier options creates a strong demand for Hiyo's offerings.
Powerful Branding: HIYO's commitment to transparency and functional benefits, coupled with its appealing flavors, creates a strong brand identity that resonates with consumers.
Strong distribution: HIYO has successfully entered major retailers like Sprouts, Meijer, Erewhon, and Foxtror, expanding their reach and solidifying their position in the market.
Adaptogens: The adaptogens market is projected to reach over USD 10 billion by 2032, indicating a significant consumer interest in natural ingredients that promote well-being.
HIYO embodies the innovation and commitment to sustainability that we seek in our investments. Their mission to empower individuals to make healthier choices resonates with our vision for a more sustainable and equitable future.
We're excited to support HIYO on their journey to becoming a leading player in the non-alcoholic beverage market.