Marc Coucke, Viktor Verhulst back Belgian electrolyte drink Not Just Salt

What's the deal? Antwerp-based startup Not Just SaltDealroom has a profile for this one. Try Dealroom → has raised capital from entrepreneur Marc CouckeDealroom has a profile for this one. Try Dealroom →, his two daughters, and TV personality Viktor Verhulst. The company makes an electrolyte soft drink already stocked on the shelves of Dutch supermarket chain Albert HeijnDealroom has a profile for this one. Try Dealroom →.

What's the endgame? With the new backing, Not Just Salt aims to expand across Europe.

What could go wrong? The company itself concedes the push into Europe will be far from straightforward.

The signal: High-profile Belgian investors are placing bets on functional beverages, a category betting that electrolyte and wellness-oriented drinks can carve out space in a crowded soft drink market.

Read more: tijd.be

Image credit: _ Liquid