CleanUp
Kapsule is a direct-to-consumer functional beverage startup selling a modular bottle-and-pod system with patented click-activated mixing, offering zero-sugar energy, focus, and recovery blends to health-conscious consumers through its e-commerce storefront.
- Company typePrivate
- Founded2021
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What CleanUp does
The aggregated source material describes a direct-to-consumer functional beverage business operating under the Kapsule brand, with firmographic metadata attributing the entity to CleanUp (founded 2021, headquartered in New York, 1–10 employees). The company sells a modular beverage system consisting of a proprietary bottle paired with interchangeable aluminum kapsule pods that contain concentrated liquid functional formulas. Its core innovation is a patented click technology: the bottle incorporates a built-in piercing mechanism that breaks the foil seal of an inserted pod with a single click, releasing the formula into water for instant mixing without packets, measuring, or spills.
The product line is organized around three functional blends sold in multi-flavor SKUs. Wake Up delivers natural caffeine plus L-Theanine for sustained energy; Focus combines Cognizin Citicoline with B-complex vitamins for caffeine-free mental clarity; and Unwind pairs magnesium glycinate with L-Theanine for recovery and relaxation. Bottles are offered in 30oz glass and 30oz insulated stainless steel variants across four colorways. Pricing is structured around a Pre-Sale Starter Pack bundle (1 bottle + 4 refills covering 20 servings + 3 free sample flavors) at a 15% pre-sale discount with free shipping, supplemented by standalone refill 5-packs. The go-to-market is exclusively direct-to-consumer via the company's Shopify storefront at drinkkapsule.com, supported by organic social presence on Instagram (@drink_kapsule) and TikTok (@drinkkapsule) and social proof from beta tester testimonials. The serving customer is health-conscious consumers seeking functional beverages with zero-sugar, curbside-recyclable packaging, and an alternative to powders, liquid enhancers, sports drinks, and tablets.
The business is in pre-revenue pre-sale launch with no disclosed revenue, an empty customer logo set, and no published management roster. A $3.0M funding round is recorded on 2025-07-17 with undisclosed investors, and the patented click technology is filed-pending. The CleanUp firmographic description of "reducing ocean plastic pollution through technology and community efforts" is not substantiated by any operational data in the provided source blocks, and all product, technology, revenue-model, and marketing evidence pertains to the Kapsule beverage system. This profile treats Kapsule's operational data as the primary basis for analysis.
CleanUp firmographics
Firmographics- Name
- CleanUp
- Website
- https://cleanup.com
- Company type
- Private
- Founded year
- 2021
- Headcount range
- 1–10 employees
- Short description
- Kapsule is a direct-to-consumer functional beverage startup selling a modular bottle-and-pod system with patented click-activated mixing, offering zero-sugar energy, focus, and recovery blends to health-conscious consumers through its e-commerce storefront.
- Ownership category
- akta.pro rank
CleanUp industry classification
Industry- Product category
- Environmental Technology Services
- NAICS
- Remediation Services (562910)
- SIC
- Refuse Systems (4953)
- akta.pro primary industry
- Pollution Prevention, Chemicals & Waste (incl. Plastics) (BPADALAJ)
Keywords
Where CleanUp is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
CleanUp business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations
Revenue model
- Bottle Sales: Sale of proprietary Kapsule bottles (30oz Glass Bottle and 30oz Stainless Steel Bottle) available in multiple colors - required hardware to use the kapsule system
- Kapsule Refills: Recurring sales of concentrated liquid formula kapsule pods (refills) in various blends and flavors - consumable revenue stream
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Pay-as-you-go | Pre-Sale Starter Pack Bundle |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
CleanUp product offering
Product offeringCore offering
CleanUp focuses on reducing ocean plastic pollution through technology and community efforts. The company operates as a small private for-profit entity headquartered in New York, United States, with 1-10 employees. Detailed product or service offerings, revenue streams, and operational specifics are not available in the provided sources.
Product overview
Kapsule is a modular functional beverage system comprising a proprietary bottle with patented click technology and interchangeable kapsule pods. The core system includes the Kapsule bottle (available in 30oz Glass and 30oz Stainless Steel variants) and three distinct blend modules: Wake Up Blend (energy with natural caffeine and L-Theanine), Focus Blend (cognitive support with Cognizin and B-vitamins), and Unwind Blend (relaxation with magnesium glycinate and L-Theanine). Each blend comes in multiple flavor options. The product is currently in pre-sale launch phase.
Differentiator
Problem solved
Functional benefit
Products and services
- Ocean Plastic Pollution Reduction Services CleanUp provides services focused on reducing ocean plastic pollution through technology deployment and community-driven initiatives, targeting environmental remediation and marine conservation outcomes.
Companies that use CleanUp
Customer profileSegments1 record
Ideal customer profiles2 records
CleanUp technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
CleanUp partnerships and signals
Strategic signalExpansion highlights4 records
CleanUp competitors and assessment
Company assessmentDirect peers
- Liquid Death: DTC-native functional and sparkling beverage brand with strong social media presence, premium positioning, and bold brand identity targeting the same health-conscious millennial/Gen Z consumer as Kapsule. Comparable on go-to-market, packaging-led design, and unconventional brand narrative.
- Olipop: Functional prebiotic soda brand sold DTC and through retail, marketing a better-for-you alternative to traditional soft drinks. Comparable to Kapsule on positioning a functional, low-sugar, ingredient-forward beverage to health-conscious consumers.
- Athletic Brewing: Functional non-alcoholic beverage brand that scaled DTC into broad retail, targeting consumers who want a healthier alternative to traditional categories. Comparable on DTC-first GTM, mission-led positioning, and functional benefit messaging.
- MUD\WTR: DTC functional coffee alternative with focus-driven, lower-caffeine, natural ingredient positioning and direct subscription model. Comparable to Kapsule on DTC e-commerce, social-driven growth, and the 'one bottle, multiple functional blends' day-part use case.
- Bloom Nutrition: DTC functional greens and hydration brand with heavy TikTok and Instagram marketing targeting female health-conscious consumers. Comparable on social-native GTM, functional ingredient positioning, and SKU expansion from a core daily-use product.
- AG1 (Athletic Greens): Premium DTC daily functional greens supplement with subscription model, focusing on comprehensive daily nutrition in a single serving. Comparable to Kapsule on premium pricing, daily-routine use case framing, and recurring consumable model.
- Poppi: Prebiotic soda brand that scaled from DTC to mass retail with better-for-you positioning and bold branding. Comparable on DTC-first launch, functional beverage positioning, and viral social media growth.
- Recess: DTC functional sparkling water and mood beverage brand with adaptogen/nootropic ingredients and a millennial-targeted, design-led brand. Comparable to Kapsule on the functional beverage + mental wellness positioning and modern visual identity.
Broad incumbents
- Liquid I.V. Established hydration and functional beverage brand (now Unilever) sold in mass retail, focused on electrolyte and functional drink mixes. Comparable to Kapsule on functional hydration, single-serve consumable format, and zero/low sugar positioning, though at materially larger scale and broader distribution.
- Nespresso: Global proprietary pod-and-machine beverage system with hardware lock-in and recurring consumable revenue. Comparable to Kapsule on the razor-and-blade pod model, hardware-anchored consumable economics, and premium brand positioning, though in coffee at vastly larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
CleanUp social profiles
Digital presenceCleanUp financial estimates
Financial estimateRevenue estimate
Valuation estimate
CleanUp leadership team
Management profileNumber of profiles
CleanUp funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CleanUp M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CleanUp
What does CleanUp do?
CleanUp focuses on reducing ocean plastic pollution through technology and community efforts. The company operates as a small private for-profit entity headquartered in New York, United States, with 1-10 employees. Detailed product or service offerings, revenue streams, and operational specifics are not available in the provided sources.
When was CleanUp founded?
CleanUp was founded in 2021. It employs 1 to 10 people.
Where is CleanUp based?
CleanUp is headquartered in New York, United States, in the North America region.
How does CleanUp make money?
Two revenue lines are on record. Bottle Sales are the primary driver. The others are kapsule Refills.
Who are CleanUp's main competitors?
Direct peers on record are Liquid Death, Olipop, Athletic Brewing, MUD\WTR, Bloom Nutrition, AG1 (Athletic Greens), Poppi and Recess. Broad incumbents are Liquid I.V. and Nespresso.
Does CleanUp have an API?
No public API is recorded for CleanUp.
What industry is CleanUp in?
CleanUp's product category is Environmental Technology Services. Its primary akta.pro industry code is BPADALAJ, Pollution Prevention, Chemicals & Waste (incl. Plastics). Its NAICS code is 562910 and its SIC code is 4953.