Huxley
Huxley is a Minnesota-based natural energy drink company founded in 2023 that sells lightly carbonated beverages formulated with Cascara Superfruit caffeine, real fruit juice, electrolytes, and L-theanine through DTC e-commerce, natural grocery retailers, and KeHE/UNFI distribution nationwide.
- Company typePrivate
- Founded2023
- HeadquartersMinnesota, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Huxley does
Huxley is a Minnesota-based natural energy beverage company founded in 2023 by Simon and Bethany. It sells lightly carbonated energy drinks formulated with real fruit juice, 90mg of plant-based caffeine from upcycled Cascara Superfruit (coffee fruit husk), 100mg of electrolytes, and 50-75mg of L-theanine, sweetened with only 5g of organic cane sugar and free from artificial ingredients. The product line spans four flavors (Peach, Tangerine Teton, Strawberry Sequoia, Mango Mesa) plus a Variety Pack, available as 12-packs priced at $34.99 on the DTC website.
The company operates a hybrid go-to-market: direct-to-consumer e-commerce through drinkhuxley.com with site-wide free shipping, alongside wholesale distribution through national natural and organic distributors KeHE and UNFI, which supply retail partners including Sprouts, Whole Foods Market, Hy-Vee, Thrive Market, Misfits Market, Fresh Thyme, Kowalski's, and lululemon, plus Amazon and DoorDash delivery. Target customers are health-conscious and active-lifestyle consumers seeking a clean-label alternative to conventional energy drinks such as Monster, Red Bull, and Celsius. The brand also sells Huxley-branded merchandise, including a Marine Layer apparel collaboration, and is a member of 1% For The Planet.
Huxley is recognized as a 2024 SPINS "CPG Disruption" report feature and 2025 winner of the KeHE Holiday Show On Trend Award, UNFI Pitch Slam, and National Pitch Slam. The company is privately held, founder-owned, and operates with a lean team of six employees, with no disclosed external funding.
Huxley firmographics
Firmographics- Name
- Huxley
- Legal name
- Huxley LLC
- Website
- https://drinkhuxley.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Huxley is a Minnesota-based natural energy drink company founded in 2023 that sells lightly carbonated beverages formulated with Cascara Superfruit caffeine, real fruit juice, electrolytes, and L-theanine through DTC e-commerce, natural grocery retailers, and KeHE/UNFI distribution nationwide.
- Ownership category
- akta.pro rank
Huxley industry classification
Industry- Product category
- Natural Energy Beverages
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC)
- akta.pro secondary industry
- Sports & Isotonic Drink Production (AFAFAFAB)
Keywords
Where Huxley is headquartered
LocationHeadquarters
- HQ city
- Minnesota
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Huxley business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Direct-to-Consumer E-commerce: Online sales through drinkhuxley.com website. Consumers purchase 12-packs ($34.99) or individual flavors with free shipping on orders over $35.
- Wholesale/Retail Distribution: Sales through retail partners including natural grocery chains, specialty stores, and convenience stores. Products sold at $2.99 SRP per can through distributors KeHE and UNFI.
- Third-Party Delivery: Products available through DoorDash delivery platform for on-demand delivery to consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 12-Pack Energy Drinks |
| Unit Pricing | Pay-as-you-go | Single Can Suggested Retail Price |
| Other | Pay-as-you-go | Free Shipping Threshold |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels4 records
Huxley product offering
Product offeringCore offering
Huxley manufactures and sells lightly carbonated natural energy drinks in four flavors (Peach, Tangerine Teton, Strawberry Sequoia, Mango Mesa), each made with real fruit juice, 90mg plant-based caffeine from upcycled Cascara Superfruit, 100mg electrolytes, 50mg L-theanine, and only 5g organic cane sugar. Products are sold as 12-packs or a Variety Pack via direct-to-consumer e-commerce, natural grocery retailers, and online delivery platforms. Branded merchandise (caps, Marine Layer apparel collaborations) is sold as a secondary line.
Product overview
Huxley is a natural energy beverage company offering four distinct flavored energy drinks: Peach, Tangerine Teton, Strawberry Sequoia, and Mango Mesa. Each product is a lightly carbonated energy drink made with real fruit juice, 90mg of plant-based caffeine sourced from Cascara Superfruit (upcycled coffee fruit husk), 100mg of electrolytes for hydration, and 50mg of L-theanine for focus. All varieties contain just 5g of organic cane sugar and are free from artificial flavors, colors, and sweeteners. The products are available individually as 12-packs or as a Variety Pack bundle. Huxley also offers branded merchandise including hats and apparel collaborations with Marine Layer.
Differentiator
Problem solved
Functional benefit
Products and services
- Peach Energy Drink Lightly carbonated natural energy drink made with real peach juice, 90mg plant-based caffeine from Cascara Superfruit, 100mg electrolytes, 50mg L-theanine, and 5g organic cane sugar; sold as a 12-pack for $34.99.
- Tangerine Teton Energy Drink Lightly carbonated natural energy drink made with real tangerine juice, 90mg plant-based caffeine from Cascara Superfruit, 100mg electrolytes, 50mg L-theanine, and 5g organic cane sugar; sold as a 12-pack for $34.99.
- Strawberry Sequoia Energy Drink Lightly carbonated natural energy drink made with real strawberry juice, 90mg plant-based caffeine from Cascara Superfruit, 100mg electrolytes, 50mg L-theanine, and 5g organic cane sugar; sold as a 12-pack for $34.99.
- Mango Mesa Energy Drink Lightly carbonated natural energy drink made with real mango puree, 90mg plant-based caffeine from Cascara Superfruit, 100mg electrolytes, 50mg L-theanine, and 5g organic cane sugar; sold as a 12-pack for $34.99.
- Variety Pack (12-pack) 12-pack box containing all four Huxley energy drink flavors — Mango Mesa, Strawberry Sequoia, Tangerine Teton, and Peach — each with real fruit juice, 90mg plant-based caffeine, 5g organic cane sugar, and no sucralose; priced at $34.99.
- Huxley Hat Branded two-tone hat with a cream crown, Huxley green bill, and raised 3D embroidered Huxley logo; structured casual everyday style; priced at $15.
- Marine Layer T-Shirt (Huxley collaboration) Collaboration with Marine Layer on their Signature Crew t-shirt, custom-dyed in Huxley sky blue with green Huxley chest print; made from proprietary soft, breathable fabric blend; priced at $49.
- Marine Layer Sweatshirt (Huxley collaboration) Collaboration with Marine Layer on their Cloud 9 fleece crewneck sweatshirt, custom-dyed in Huxley sky blue with green felt Huxley chest embroidery; soft broken-in comfort with relaxed fit; priced at $99.
Quantifiable outcome
- 90mg caffeine per can (equivalent to one cup of coffee)
- +4 more outcomes
Companies that use Huxley
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Huxley technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Huxley partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- KeHE (Keen Health)coreKeHE is a national distributor of natural, organic, and specialty products. Huxley products are distributed through KeHE with item numbers 02500722 (Tangerine), 02500721 (Strawberry), 02500720 (Mango).
- UNFI (United Natural Foods Inc.)coreUNFI is a major national distributor of natural and organic products. Huxley products are distributed through UNFI East and UNFI West with item numbers 315027, 315028, 315026.
- Sprouts Farmers MarketcoreNational natural grocery chain retailer featuring Huxley products in their stores nationwide.
- Whole Foods MarketcoreNational natural grocery chain retailer featuring Huxley products.
- Thrive MarketcoreOnline marketplace for natural and organic products featuring Huxley products.
- DoorDashminorOn-demand delivery platform partnership enabling consumers to order Huxley products for delivery.
- 1% For The PlanetminorHuxley is a member of 1% For The Planet, donating 1% of sales to environmental conservation efforts as part of their sustainability commitment.
- Marine LayerminorCollaboration with Marine Layer for branded merchandise including T-shirts and sweatshirts. Products are custom-dyed in Huxley colors with Huxley branding.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Huxley competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Huxley social profiles
Digital presenceHuxley financial estimates
Financial estimateRevenue estimate
Valuation estimate
Huxley leadership team
Management profileNumber of profiles
Profiles1 record
Huxley funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Huxley 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 Huxley
What does Huxley do?
Huxley manufactures and sells lightly carbonated natural energy drinks in four flavors (Peach, Tangerine Teton, Strawberry Sequoia, Mango Mesa), each made with real fruit juice, 90mg plant-based caffeine from upcycled Cascara Superfruit, 100mg electrolytes, 50mg L-theanine, and only 5g organic cane sugar. Products are sold as 12-packs or a Variety Pack via direct-to-consumer e-commerce, natural grocery retailers, and online delivery platforms. Branded merchandise (caps, Marine Layer apparel collaborations) is sold as a secondary line.
Is Huxley a public or private company?
Huxley is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Huxley founded?
Huxley was founded in 2023. It employs 1 to 10 people.
Where is Huxley based?
Huxley is headquartered in Minnesota, United States, in the North America region.
How does Huxley make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale/Retail Distribution and third-Party Delivery.
Does Huxley have an API?
No public API is recorded for Huxley.
What industry is Huxley in?
Huxley's product category is Natural Energy Beverages. Its primary akta.pro industry code is AFAFAFAC, Vitamin- & Mineral-Fortified Beverage Production, with a secondary code of AFAFAFAB, Sports & Isotonic Drink Production. Its SIC code is 2086.