To develop a unique and great tasting functional beverage using only the finest natural ingredients.This objective has proven to be quite challenging as most functional ingredients have flavor profiles that are difficult to mask. Most consumers enjoy sugary or sweet beverages and would require compelling arguments that the "it's good for you" concept trumps flavor. This has been a learning curve practice in educating the consumer and gaining feedback on flavor profiles. I believe we have achieved significant acceptance with our flavors and continue to add to our beverage portfolio. Creating a brand is also essential for a start-up. The beverage industry is led by titans like Pepsi, Coca Cola, Red Bull, Monster and many more who spend millions on marketing. Very few newcomers ever make it to market. In fact, there have been several celebrities who attempted to enter this exclusive club and have failed. The new contestants were not unique enough to avoid the "me too" category and did not cater to the millennial palate. My science background and several years in research have contributed to the production of a great-tasting functional beverage that offers unique health benefits. The branding efforts included grassroots marketing and local events. Offering samples at triathlons, auto races, and festivals has helped promote the brand and created awareness.