n this episode, I'm joined by Lauren Picasso, CEO and founder of Cure Hydration—the only science-backed, plant-based electrolyte mix with no added sugar. A Harvard MBA and triathlete, Lauren's own struggle with hydration led her to create a clean, better-for-you solution she couldn't find on the shelf. She launched Cure in 2019, and today it's one of the fastest-growing brands in the category, recently ranking 568th on the Inc. 5000's 2024 list. Cure is formulated for all ages, delivering daily hydration without compromising on ingredients or taste—offering an alternative to traditional sports drinks with unnecessary sugars and artificial additives. Inside the Episode: How Lauren's personal experience as an athlete sparked the idea for Cure Hydration The strategy behind building a science-backed, plant-based brand that stands out in a crowded hydration category Advice for founders scaling a health-focused CPG brand while staying true to clean ingredient standards Shop here!   This podcast episode was made possible by Hummingbirds- a platform that connects everyday, smaller creators with brands to share in-store user-generated content, drive brand awareness in specific retailers, and capture competitive market share. They're an awesome platform that I recommend to all my clients that you should absolutely check out. Go to hummingbirds.com for all the details!

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