Cure Hydration’s lucky break came at a strange time.
Walmart, CVS and Amazon-owned Whole Foods began carrying the start-up’s fruit-flavored hydration powder during the pandemic. Yet boxes and packets of the electrolyte drink often lingered in the back of stores as busy employees tried to replenish shelves with high-demand items such as hand sanitizer and paper towels.
Its major sales driver — offering free samples at sports events such as triathlons or after class at fitness studios — came to a halt. Customers weren’t discovering the brand as they shopped online or didn’t see it when they sped through aisles on trips to the store.CNBC