HOLY

About HOLY

HOLY is a direct-to-consumer (DTC) beverage company aiming to disrupt the soft drink market with powder-based alternatives. The company was founded in Berlin in 2020 by three friends, Frederick Jost, Philipp Nass, and Mathias Horsch, who were seeking a healthier option to conventional energy drinks. The founders, who were business students at the time, identified a gap in the market for a beverage that was both tasty and health-conscious. Frederick Jost, a former professional table tennis player for Germany's youth national team, and his co-founders launched the company from their living room in April 2021.

The company's business model is centered on selling its powdered drinks directly to consumers through its online shop, which reduces packaging waste by an estimated 90% compared to traditionally bottled beverages. This D2C approach, combined with a strong community-building effort known as the "HOLY Squad," has been a key component of its growth. Revenue is generated through online sales of its products, with a subscription model and limited-time flavor drops helping to drive customer retention. The company has successfully raised a total of €12.3 million as of August 2023, with a notable Series A round of €10.5 million led by Left Lane Capital. These funds are intended to facilitate expansion into new European markets, including the UK, and to explore retail channels.

HOLY offers a range of products including HOLY Energy®, HOLY Iced Tea®, and HOLY Hydration®. These powders are mixed with water by the consumer. The core value proposition is the combination of flavor with functional, low-sugar, and low-calorie ingredients. The Energy line, for instance, utilizes microencapsulated caffeine (NewCaff®) for a sustained energy release without a crash, and is free of sugar and taurine. Key functional ingredients across the product lines include L-Tyrosine for focus, Panax Ginseng for reducing mental fatigue, and various vitamins. The Iced Tea contains antioxidants from real tea, while the Hydration line features electrolytes. The company uses natural flavors and colors derived from sources like beetroot and turmeric, and sweeteners such as Sucralose and Acesulfame K.