In the last few months the water bottle went popular on TikTok. The manufacturer is worth $1 billion. Cirkul, a brand that has been around for four years, is a beverage startup, has announced an investment round of $70 million Monday that saw its value to more than 5000 percent. Cirkul’s success is due to online fan videos that led to the brand’s water bottles being sold in Walmart shelves as of the beginning of April. Bloomberg said.
Cirkul’s founder and CEO Garrett Waggoner, told Bloomberg that the idea for the business came to him when playing in a football team as a college player who was trying to put messy flavor drinks into bottles of water. With Cirkul’s method, you fill the bottle with water, and then you insert the flavor cartridge, and then adjust the intensity of flavor and there’s no mess to clean up.
Cirkul provides more than 50 different flavors, that range from mango grapefruit to vanilla iced tea. One cartridge can be used to flavor multiple bottles of water prior to needing for replacement according to the company.
In this way, Cirkul has positioned itself as a green alternative to canned seltzer and bottle water. Cirkul claims that it uses 84 percent less plastic than bottles with a single use and promotes the reuse for its bottles — which, on average, each cartridge holds enough flavor to last six bottles of refills as “fun and easy for people to drink water in their own way , and also contribute to the good of the environment,” Waggoner told Bloomberg.
Cirkul videos are currently having 1.2 billion viewers on TikTok and Bloomberg says that, since it was launched at Walmart Cirkul has already sold 1.5 million units and has become an industry leader within the department of home at Walmart.
It’s possible that affordability has some part to play A 22-ounce Cirkul bottle costs $15. The flavor cartridges, also known as”sips” cost $3.75 per bottle.
However, Cirkul isn’t the only company which has tried to capitalize on the trend for flavored water. LifeFuels is a water bottle that’s smart, a company that is backed by Keurig Dr. Pepper, developed an water bottle that could be used to dispensate concentrates for sports drinks, and cost $180. However, the company went out of business in 2021, in part due to an epidemic’s “crippling” impacts, Washington Business Journal said.
What’s the trick to go popular on TikTok?Is there a secret?
Waggoner The Waggoner was not a type of one-trick pony. It was a group of individuals with a small number of followers that went viral because of their reactions to a brand that truly thrilled them. We do not do any paid influencer marketing, if there is any.
Many startups have had trouble to sustain growth following spectacular debuts. What is the Cirkul intend to prevent that?
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Waggoner We’re looking to grow quickly however, in a profit-making way. Our current success is proof of the fact that. We’ve seen a profit over the last two years.
How is it to accelerate an enterprise in the midst of a global pandemic which has resulted in disruptions to supply chains and the rise of inflation?
McKeating: We’re fortunate to control a significant portion over our supply chain as well as be extremely vertically connected. This makes us more resistant to the pressures of inflation.
Waggoner The Waggoner: We learned the lesson from TikTok that you cannot get too ready. The volume of orders we received exploded within a few months, so we needed to be flexible in addressing the increased demand from customers, such as the hiring of additional customer service reps along with logistical support. We also had to make sure that vendors are aware of the ways in which things are expanding.