Startup NU/KE Challenges Gatorade With Clean Ingredients

Marty and Lesley Frascogna, a couple from Mississippi, have embarked on a mission to redefine the sports drink industry with their new company, NU/KE. Their venture, which began as a personal quest for healthier hydration options for their children, has rapidly gained traction.

Motivated by concerns over the ingredients and sugar content in popular sports drinks like Gatorade and Powerade, the Frascognas developed NU/KE with a focus on fewer ingredients and the exclusion of artificial additives and dyes. Their philosophy centers on transparency and simplicity, using real fruit juices and Celtic sea salt.

The company's initial offering, Lime Time, and its subsequent flavor, OG Orange, have been formulated to meet high standards, with every ingredient accepted by Whole Foods Market. This clean approach has struck a chord with parents and athletes alike.

NU/KE experienced strong early demand, with its first production run of approximately 38,000 bottles selling out within six to eight weeks of its launch earlier this year. This rapid success has validated the founders' belief in a market demand for cleaner sports drink alternatives.

The brand is also finding success in the school market, partnering with athletic programs in Mississippi and Tennessee. School administrators are increasingly seeking healthier beverage choices for students, and NU/KE has stepped in to fill that need.

Currently, NU/KE sells directly to consumers online and is expanding its retail presence in Mississippi through partnerships with Sullivan's Grocery and Corner Market locations. The company has also entered Kroger's distribution system, signaling a broader expansion strategy.