Huxley Launches Innovative Plant-Powered Energy Drink at Expo West

New beverage to provide a fresh boost to a category ripe for disruption

(Minneapolis, MN; March 5, 2024) Huxley, an innovative brand at the forefront of sustainable beverages, announced today the launch of its new plant-powered energy drink, designed for anyone seeking a natural, eco-conscious boost. Harnessing the natural power of Cascara – coffee’s forgotten superfruit – Huxley promises a new kind of vitality, one that is as sustainable as it is stimulating. Beginning now, Huxley will offer pre-orders on its website www.drinkhuxley.com with the official launch happening at the industry leading Natural Products Expo West in Anaheim, CA on March 13, 2024.

Huxley’s mission began with the recognition of a void in the energy drink market gearing toward more healthfully mindful consumers. To bridge this gap, Huxley was created with its core values of sustainability and integrity in mind. Powered by the Cascara Superfruit, boasting 90 milligrams of natural caffeine—equivalent to one cup of coffee—the functional beverage is further balanced by the calming properties of L-theanine, hydrating electrolytes, and only 5 grams of organic cane sugar.

Flavored with real juice and zero artificial ingredients, the new energy drink offers consumers a deliciously revitalizing boost. Rooted in Founder Simon Solis-Cohen’s belief that true energy comes from nature, he is passionate about bringing a sense of adventure to everyday life. As a proud supporter of the National Parks Conservation Association, the three inaugural flavors were inspired by the beauty of the parks, and include Tangerine Teton, Strawberry Sequoia, and Mango Mesa.

“While the current market is saturated with artificial, high-sugar, and overly-caffeinated energy drinks that compromise the primary goal of consumption, at Huxley we chose to defy the norm with a beverage crafted from clean wholesome ingredients you will feel proud to drink,” says Simon Solis-Cohen. “We are pleased to bring to market a much needed alternative which is in harmony with health, environmental values, and the shift towards function in the beverage aisle.”

At the heart of Huxley’s energy drink is Cascara Superfruit, the outer husk of the coffee bean, which is known for its antioxidants, polyphenol content and a natural fruity flavor. In line with its eco-ethics philosophy, Huxley has upcycled this typically discarded superfruit to harness its powerful source of energy while also reducing food waste and CO2 emissions. In an effort to avoid a midday caffeine crash, each can of Huxley

contains 75 milligrams of L-theanine, an amino acid naturally found in green and black tea with relaxing GABA-boosting properties. Known for its ability to harmonize with caffeine, L-theanine helps to enhance focus while mitigating overstimulation. Recognizing that caffeine dehydrates the body, Huxley has added 100 milligrams of electrolytes to maintain essential hydration levels.

Huxley’s dedication to protecting the environment is steadfast. As a proud member of 1% For The Planet, the company donates 1% of all revenue to nature conservation. Each can is a tribute to the unyielding energy found in nature, with each sip a step towards a more sustainable future.

About Huxley
Huxley is a new plant powered functional energy drink with a revolutionary approach to the energy drink category, serving both the body and the planet. Founded in 2023 by Simon Solis-Cohen, Huxley serves as an answer to the sugar-laden, artificial, overly-caffeinated energy drinks that are ripe for disruption.

Huxley’s innovative approach upcycles Cascara Superfruit, tapping its rich source of caffeine, antioxidants and its subtle fruity flavor. Each can includes 90 milligrams of plant-based caffeine, equivalent to one cup of coffee, providing a balanced energy boost without overstimulation. With a focus on quality ingredients, Huxley blends real fruit juice with only 5 grams of organic cane sugar, 100 milligrams of electrolytes to boost hydration levels, 75 milligrams of L-theanine to enhance focus and help reduce the crash, and is free for artificial ingredients.

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Contact Huxley
612.712.9950
hello@drinkhuxley.com