(Disclosure: the parent company of Agfundews Agfunder is an investor in the key.)
The time for energy drinks is the only territory of athletes. Thanks to the current enthusiasm for functional drinks, natural energy drinks are now popular with a wider demographic group, from those who are looking for a better taste for those who make healthier life choices.
The illustration of this change is the key, an entirely natural energy drink powered by ketones which launched halfway until 2024 with a 4 million dollars seed ride led by Agfunder and supported by Alethia Venture Partners and Agfundnder Sij Impact Fund.
Veterinarians in the Karishma Thawani dietary industry (Coca-Cola) and Dr. Tekla Back (Pepsico) distinguished AVELA (R) 1,3-Butanediol, an organic compound that can be converted into Keyton to stimulate energy, as a starry of its product.
Since its launch in 2024, Key has expanded its scope through New York as well as in Erewhon and Sprouts stores, via Amazon, and direct via the company’s own website.
Thawani and Back carried out a recent interview for the Agrifoodtech Growing investment report from Agfunder where they discussed the ups and downs of building a startup in 2024 and the next step for the brand.
Agfundernews (AFN): How would you describe your experience in building a startup in 2024?
Key: Key had an incredible year in 2024. As a brand new startup, we collected funds in the first quarter, launched in the second quarter, struck the traditional retail trade in third quarter and achieved our annual objectives in the fourth quarter – a wild ride in the best way.
Piercing in marketing has not been easy, with global events such as the Olympic Games and the competition elections for the attention of consumers and increasing advertising costs. Extreme time has disrupted the distribution on the two coasts. In addition, inflation has put pressure on ingredients and packaging prices. Fortunately, our novelty and our rapid scale helped us to sail in these obstacles.
On the right side, the drinking start -up space has never been so welcoming. Investors and retailers have adopted us, and the maturity of the industry means that there is now a solid game book and a network of experts on which to rely. Our unique proposal is to energize the category, and we are just beginning.
AFN: What global challenges does your business try to resolve?
Key: (we are) on a mission to unlock human potential. We believe that each human has an innate aptitude to exploit. The keys fuel the brain and the body so that we can be our best.
We are committed to being zero sugar, all natural and affordable, reducing global sugar and the consumption of ultra-treated products and democratizing access to advanced ingredient innovation.
Unlike traditional performance brands, we defend inclusiveness, creating a diversified and social community beyond extreme sports or solo achievements.
Key represents the next health evolution – ketones are the new protein. We launched in 2024 and have already won the best energy drink of 2025 at Askmen Fitness and the best conscious innovation of the food and drinks of 2024.
AFN: What have you planned for 2025?
With our launch in 2024 behind us, 2025 consists in extending the notoriety of the brand and expanding the distribution of retail. Expect daring and experiential marketing that gives life to the key, from street activations in New York to sampling of immersive events.
We also associate ourselves with influencers and educators to amplify our message and reach new audiences. Later in the year, we will launch our next fundraising round – so if you are interested, let’s talk.
Exciting things are ahead of the key in 2025 – Stay listening
Download the Agrifoodtech global investment report from Agfunder here.
