British American Tobacco (BAT) invested about $3.5 million in Tru, an American startup producing beverages for healthy lifestyle. BAT is likely to move away from tobacco and nicotine and take up the production of healthy goods.
Tru specializes in sparkling beverages as well as water-soluble effervescent tablets. The products that the company intends to market are designed to boost a person's energy, enhance concentration, and provide a healthy deep sleep. Tru has recently expanded its offering to include a special drink that improves skin, hair and nails. Chief Executive Officer Jack McNamara plans to make this unique beverage the brand leader, challenging the world-famous Red Bull and Vitamin Water.
Besides, British American Tobacco has already taken interest in financing producers of healthy drinks. For example, it focused on Moment, a company that specializes in goods for boosting the human brain. BAT also invested in More Labs, creating hangover supplements. Moreover, British American Tobacco financed Unrooted Drinks, which makes beverages that contain beneficial baobab fruit.
The current trend towards promoting a healthy diet is largely due to the fact that the majority of people want to get out of bad habits and seek different ways to improve their health. Healthy lifestyle, healthy diet and sports are major trends nowadays. Therefore, the leading tobacco companies are forced to try new ways for development. Heated tobacco and vaping is one of them. However, a further step may be complete withdrawal of nicotine. For example, one of the largest market players is planning to become a leader by selling nicotine free products.
