Agua de Madre

What Agua de Madre does

Agua de Madre is a London-based, female-founded functional beverage company established in 2017 by Nicola Hart that produces craft-brewed water kefir and related fermented products. Its core technology is a proprietary water kefir fermentation using a centuries-old SCOBY (symbiotic culture of bacteria and yeast) culture, producing beverages and infusions that contain live Bacillus subtilis cultures and naturally occurring postbiotics; a recently reformulated recipe yields a 9-month ambient shelf life, removing the cold-chain requirement typical of probiotic drinks.

The product portfolio centers on canned Water Kefir (Lemon & Ginger, Blood Orange, Pink Grapefruit & Lime, Raspberry & Passion Fruit), concentrated Remedio Infusion jars (Lemon & Ginger, Blackcurrant & Ginger, Turmeric & Ginger), high-potency Culture Shots, and a limited-edition Agua Fresca functional soda line, supported by subscription and bundle SKUs (Good Gut Starter Pack, Invigorate Bundle). All products are vegan, dairy-free, gluten-free, caffeine-free, and free from artificial sweeteners. The company is B Corp certified and commits 1% of gross profits to women-focused charities.

Revenue is generated through two channels: a direct-to-consumer e-commerce site on Shopify (with subscription pricing, a 25% first-order discount, 15% recurring savings, and a 20%-both-ways referral program), and wholesale distribution to UK retailers including Waitrose, Ocado, Harrods, Whole Foods Market, and Daylesford, alongside foodservice placements at Dishoom, Granger & Co, Farm Girl, and others. Marketing relies on content, social, email, expert endorsements, and partnerships with nutritionists and celebrity ambassadors. The company employs 1–10 staff and operates exclusively in the United Kingdom.

Name

Agua de Madre

Legal name

Flor de Madre

Website

https://aguademadre.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Agua de Madre is a London-based, female-founded craft beverage company that produces water kefir, fermented infusions, and culture shots containing live probiotic cultures, selling direct-to-consumer via Shopify and through UK retailers including Waitrose, Ocado, Harrods, and Whole Foods Market.

Ownership category

akta.pro rank

Product category

Fermented Beverages

NAICS

Soft Drink Manufacturing (312111), Food Manufacturing (311)

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Water Kefir Production (AFAFAHAB)

akta.pro secondary industries

Probiotic & Live-Culture Beverage Production (Shots, Tonics) (AFAFAHAE), Kombucha & Other Fermented Non-Alcoholic Beverages (AFAFABAK), Drinkable Yogurt & Kefir Manufacturing (AFAHADAC)

Keywords

• Fermented beverages
• Water kefir drinks
• Functional gut health products
• Probiotic sparkling drinks
• Craft brewed kefir

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue channel through company's Shopify-powered website. Products sold include Water Kefir cans (from £2.20/can), Remedio Infusion (£10.00/jar), Culture Shots (£2.50/shot), Agua Fresca (£2.20/can), and bundle packages (£42-96). Subscription model with 25% first-order discount and 15% recurring savings.
2. Wholesale Distribution: Revenue through wholesale distribution to retail partners including Waitrose, Ocado, Harrods, Whole Foods Market, Daylesford, and independent stockists nationwide. Products sold through health stores, grocery retailers, and restaurants.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Agua de Madre brews and sells craft-fermented water kefir beverages and related gut health products (Remedio Infusion jars, Culture Shots, Agua Fresca limited edition sodas, and bundles). Products are manufactured in small batches in London using a proprietary SCOBY water kefir mother culture, and are sold directly to consumers via the company's Shopify e-commerce site (with subscriptions) and through UK wholesale partners including Waitrose, Ocado, Harrods, and Whole Foods Market.

Product overview

Agua de Madre is an all-natural gut health brand specializing in water kefir-based beverages and fermented products. The company was founded in 2017 by Nicola Hart and operates as a B Corp certified business headquartered in London. The product portfolio centers on water kefir (a fermented beverage made from water kefir grains discovered on Mexican Opuntia cactus), complemented by concentrated Remedio Infusions, potent Culture Shots, and limited-edition Agua Fresca sodas. All products contain live cultures (Bacillus Subtilis), are vegan, dairy-free, gluten-free, caffeine-free, and free from artificial sweeteners. The products work together as a gut health ecosystem: Water Kefir serves as the core ready-to-drink offering, Remedio Infusion as a versatile concentrated supplement, Culture Shots as a high-potency daily wellness booster, and Agua Fresca as an accessible entry-point functional soda. Bundles like the Good Gut Starter Pack and Invigorate Bundle combine multiple products for comprehensive gut health support. The company gives 1% of profits to women-focused charities.

Differentiator

Problem solved

Functional benefit

Products and services

• Water Kefir (Cans) Naturally fermented sparkling water kefir drink in 25cl cans, made with water kefir grains and containing billions of live Bacillus subtilis cultures. Vegan, dairy-free, gluten-free, caffeine-free, and free of artificial sweeteners. Available in Lemon & Ginger, Blood Orange, Pink Grapefruit & Lime, and Raspberry & Passion Fruit flavours. Sold in singles, 12-packs (£2.50/can) and 24-packs (£2.20/can).
• Remedio Infusion Whole crushed fruits blended and fermented using water kefir grains, sold in 250g jars. Packed with vitamin C and antioxidants, contains naturally occurring postbiotics. Three flavours: Lemon & Ginger, Blackcurrant & Ginger, and Turmeric & Ginger. Pack of 3 at £10.00/jar; pack of 6 at £9.17/jar. Used as a warming drink, cooking paste, or food additive.
• Culture Shots 60ml concentrated turmeric, ginger, and lemon shot with 50%+ ginger/turmeric/lemon juice and added black pepper for absorption. Packed with billions of live cultures. Vegan, gluten-free, caffeine-free. Pack of 12 for £30.00 (£2.50/shot) or £22.50 on subscription (25% savings).
• Agua Fresca Limited-edition functional natural soda in 33cl cans, made with crushed whole fruit and packed with live cultures and vitamin C. Available in Raspberry Lemonade and Peach Lemonade flavours. Priced at £2.20 per can.
• Good Gut Starter Pack Introductory bundle combining a mixed 3-pack of Remedio Infusion and 12 mixed cans of Water Kefir at 30% discount (£42.00, originally £60.00). Targeted at new customers wanting to try the gut health range.
• Invigorate Bundle Comprehensive gut-health bundle including 12 mixed Water Kefir cans, 3 mixed Remedio Infusion jars, and 12 Culture Shots at 30% discount (£67.20, originally £96.00).

Quantifiable outcome

• Shelf life extended to 9 months (previously required refrigeration)
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• UrbanminorGTM or Marketing Partner · 1 April 2025Agua de Madre partnered with Urban, the UK's leading home massage app, to offer 10% off first treatment to Agua de Madre customers using code MADRE10 (valid April-July 2025). Partnership provides cross-promotional benefits for wellness-focused audiences.
• Hackney School of FoodcoreStrategic or Co-development Partner · 31 March 2025Agua de Madre partnered with Hackney School of Food to create an innovative 'Fermentation for Kids' programme introducing fermentation education to children and families. Agua de Madre sponsors the pilot programme, offering it free to local families in Hackney, East London. The programme is run by fermentation expert Rachel de Thample and teaches families how to make gut-friendly fermented foods.
• The Healthy Back BagminorGTM or Marketing PartnerCollaboration with The Healthy Back Bag brand featuring a joint giveaway promotion. Winner receives a Healthy Back Bag and Agua de Madre products (12 cans water kefir and 3 jars Remedio).
• WaitrosecoreChannel Partner/ Reseller/ DistributorWaitrose is a major UK supermarket chain and key retail stockist for Agua de Madre products, available in stores nationwide.
• OcadocoreChannel Partner/ Reseller/ DistributorOcado is the UK's largest dedicated online grocery retailer and stocks Agua de Madre water kefir products.
• Whole Foods MarketcoreChannel Partner/ Reseller/ DistributorWhole Foods Market, the health-focused grocery retailer, stocks Agua de Madre products in their UK stores.
• HarrodscoreChannel Partner/ Reseller/ DistributorHarrods, the luxury department store in London, stocks Agua de Madre as a premium functional beverage brand.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Agua-de-Madre-1923720687647158
• Instagraminstagram.com/aguademadre
• TikToktiktok.com/@aguademadreofficial
• Xx.com/AguaDeMadre
• LinkedInlinkedin.com/company/agua-de-madre

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agua de Madre