Organic Drink Mix Brand Targets $1B Category Dominated by Legacy Players FAVE, a newly launched organic drink mix brand, has raised $1 million in seed funding led by Supernatural Ventures and secured an exclusive national distribution deal across nearly 500 Sprouts Farmers Market stores, launching July 2026. The funding round also included investors from Great Circle Ventures, the Angel Group, and CPG leaders from popchips, Perfect Bar, and Brainiac. Supernatural Ventures, which has backed breakout brands including Poppi, Goodles, Bachan's, and Jesse & Ben's, led the round.

Repositioning the Drink Mix Aisle Founded by Ryan Raish, a 20-year CPG veteran who previously worked on brands including Guayaki, Honest Tea, popchips, and Chloe's Pops, FAVE targets the nearly $1 billion drink mix category, which remains dominated by legacy brands relying on artificial dyes, artificial flavors, and 30–40 grams of sugar per serving. FAVE's formulation delivers 6 grams of organic cane sugar and 25 calories per serving. The four-flavor launch lineup includes Lemonade, Fruit Punch, Strawberry Lemonade, and Tangy Orange. All products are USDA Organic, Non-GMO Project Verified, and made without artificial colors, flavors, or preservatives. "When I stood in the drink mix aisle, I realized there wasn't a single option I'd feel good about putting in my cart," Raish said. "From day one, I knew there was an opportunity to reimagine the category. It took nearly two years and hundreds of formulations to create the nostalgic flavors people remember without compromising on ingredients. Seeing Sprouts believe in that vision so quickly with a national launch is incredibly rewarding." Chris Robb, General Partner at Supernatural Ventures, added: "For the past decade, innovation in the drink mix category has largely centered on function and performance. FAVE saw an opportunity that others overlooked—putting incredible flavor at the center of the conversation with ingredients today's consumers expect. That's a powerful combination."

Retail and Pricing FAVE is available in 10-count cartons at Sprouts locations for $8.99 MSRP and in 16-stick pouches online at favemixes.com, Thrive Market, and Amazon for $24.99 MSRP. The brand has already earned recognition including a win at the Naturally Network San Diego Pitch Slam, a Progressive Grocer Editor's Pick, UNFI's "Up Next" designation, and KeHE's "Golden Ticket."

Why It Matters

The drink mix category has remained largely unchanged for decades, making FAVE's organic repositioning and Sprouts' national backing a notable signal that retailers and investors see untapped potential in modernizing a mature aisle. For operators stocking the category, the launch reflects growing consumer demand for better-for-you versions of nostalgic CPG staples.

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Written by FBM Publications Editors