Beyonce’s Latest Business Venture Involves Watermelons, Not Lemons
If ever you thought you could predict Beyonce's next move, think again. Maybe stop thinking at all. Because while a partnership with some kind of, say, lemonade company would've been a fitting branding opportunity for her at this point in time -- an expected one, even -- she decided to invest in a cold-pressed watermelon juice business called WTRMLN WTR instead, all in the name of hydration and fitness. Surprise! Was Beyonce foreshadowing this collaboration way back on "Drunk in Love"?
“Beyonce’s partnership and investment brings energy and purpose to our mission to help educate consumers about clean, healthy hydration for active lives,” said company founder Jody Levy in a statement to Entertainment Weekly.
“With all the functional and nutritional values, fitness trainers, pro athletes, and health-conscious consumers are increasingly turning to WTRMLN WTR, especially at that critical point of sweat,” the statement continued.
Beyonce would know a thing or two about said “critical point of sweat,” especially considering the recent launch of her athletic wear line Ivy Park.
“I invested in WTRMLN WTR because it’s the future of clean, natural hydration; as partners, we share a simple mission to deliver accessible wellness to the world,” Beyonce said of the partnership in a statement. “This is more than an investment in a brand, it’s an investment in female leaders, fitness, American farmers, and the health of people and our planet."
Compared to other cold-pressed juices, WTRMLN WTR is relatively cheap -- you can purchase a 12-pack for $39.99, which comes out to less than $3.50 per bottle.
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