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Hint

Direct-to-consumer, subscription-based fruit-infused water

Overview

Hint makes fruit-infused flavored water and sells it directly to consumers online. The drinks use natural flavors and are sugar-free and calorie-free, plus vegan, gluten-free, and kosher, available in flavors like peach, raspberry, pineapple, and watermelon; products are sold in cases or bundles with subscription plans and a rewards program. It differentiates itself through health-focused attributes, a straightforward online buy/subscribe model, and local bottling to reduce shipping costs and emissions. The goal is to provide a tasty, healthy hydration option while growing a loyal customer base through subscriptions and rewards and scaling production to cut costs and environmental impact.

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About Hint

Simplify's Rating
Why Hint is rated
C+
Rated C on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Food & AgricultureConsumer Goods

Company Size

51-200

Company Stage

Series D

Total Funding

$51.5M

Headquarters

San Francisco, CA

Founded

2005

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Simplify's take

What believers are saying

  • July 2026 Stretch Zone sampling puts Hint in 100 wellness studios nationwide.
  • May 2026 campaign added 19.2-ounce cans and cultural partnerships with Love Island.
  • Fundraising Fox reported May 2026 capital raise; fresh cash supports relaunch execution.

What critics are saying

  • Kara and Theo Goldin's arbitration against Hint stayed through 2026, distracting leadership.
  • Verlinvest-related control allegations and Vita Coco conflicts threaten governance credibility.
  • If brand relaunch fails, Hint becomes a commodity water seller against PepsiCo and Coca-Cola.

What makes Hint unique

  • Hint owns the unsweetened flavored still water niche, backed by SPINS and IRI leadership.
  • March 2026 relaunch and May 2026 MMMMM Water campaign reset its brand positioning.
  • Thirty-plus still and sparkling varieties plus DTC subscriptions create repeat-purchase depth.

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Funding

Total Funding

$51.5M

Below

Industry Average

Funded Over

6 Rounds

Series D funding is typically for companies that are already well-established but need more funding to continue their growth. This round is often used to stabilize the company or prepare for an IPO.
Series D Funding Comparison
Below Average

Industry standards

$77M
$25M
$50M
$70M
$80M
$100M

Benefits

  • 100% of insurance premiums for employees and dependents
  • Birthdays off
  • 401(k) both regular and Roth
  • Flexible Spending Accounts
  • Paid vacation and sick days
  • 11 paid holidays

Growth & Insights and Company News

6 month growth

0%

1 year growth

0%

2 year growth

0%
Beverage Network
Oct 16th, 2026
New beverages: Happy Doomsday to you; bragg finds its 'Zing'

New beverages: Happy Doomsday to you; bragg finds its 'Zing' 00:00 / 04:12 Happy Coffee x Avengers: Doomsday Comic book fans are hype enough for the much-anticipated Avengers sequel coming this December - now imagine them after a cold brew. Of course, this isnt' any coffee: Happy's founder is none other than Dr. Doom himself (I thought it was Iron Man?), Robert Downey Jr. For this special LTO, you can find four of the brand's top SKUs (Classic cold brew, Tahitian Vanilla cold brew, Chocolatey Chip latte and Vanilla latte) in new can designs featuring the titular villain, Dr. Doom, plus the cast of heroes. Find them at all Albertsons and Kroger stores and many more retailers right now. More info at happyproducts.com. How do Rock Grace know winter is coming? Because the seasonal LTOs told Rock Grace: in this case, it's Celsius bringing back SPRITZ VIBE Winter Edition with Sparkling Shirley Temple. This seasonal release offers a caffeinated spin on one of the most popular flavors of this year. Get more details at celsius.com. If any brand is going to put a claim on apple cider vinegar drinks, it's Bragg. The brand has had multiple RTD products in the past, but is now releasing a new line called Tropical Zing, made with fruit juice and one tablespoon of Bragg apple cider vinegar per 12 ounce can. It's offered in four flavors- Strawberry Watermelon, Mango Pineapple, Citrus Ginger and Dragon Fruit Berry -available online for $2.49 each or $8.99 per 4-pack. Dive in at bragg.com/tropicalzing. The zero-calorie flavored water brand says "drink your dessert." Hint's latest release is the Treat Yourself Variety Pack, featuring four of the brand's indulgent dessert-inspired SKUs: Key Lime Pie, Berry Cobbler, Strawberry Cupcake and Pineapple Whip. The Variety Packs are on sale ($18.99 per 12-pack) for a limited time at Walmart, Amazon and drinkhint.com. Beyond Immerse Having successfully gotten its clear protein drink off the ground, Beyond is introducing its first line extension with Protein + Energy, now available online in two flavors in 12 ounce cans, Cherry Berry and Watermelon Strawberry. Each can features 20 grams of plant-based protein, plus 160 mg of caffeine and 5 grams of fiber. Get more details in its story here. Now this makes sense: for its latest seasonal release, Hoplark brings Rock Grace a taste of the fall apple harvest with The Cider One, blending crisp apple, chamomile tea and Citra hops for a lightly sweet treat with just 15 calories, 4 grams of sugar and zero caffeine. Get the Cider One is available for a limited time in 16 oz. cans, sold in 12-packs at Hoplark.com. Banana has been one of the most popular flavors of the year, so it's no surprise that ultra-filtered milk protein shake Core Power is bringing theirs back. Find it in 26 gram and 42 gram protein formats; meanwhile, Strawberry is moving to the 26 gram lineup. Both flavors were announced this week, but will hit shelves in January 2027. More info at fairlife.com. Just Ice Tea Not quite an energy drink, but more than just a tea: it's Awaken, a new caffeine-boosted family of cold brew teas in 12 oz. slim cans, with 120 mg caffeine in each. You can hear from Just Ice Tea founder/CEO Seth Goldman on the new innovation here, or get more details at justicetea.com. Madison, Miss.-based brand NU/KE Hydration recently launched O.G. Orange. The new addition is the brand's second flavor, joining Lime Time in NU/KE's portfolio. The clean-label hydration drink comes in 16.9 oz. plastic bottle. For more information, visit nukehydration.com. Unlock the articles, expert interviews, and data reports that power the food and beverage industry. Join its community and stay ahead with exclusive insights from BevNET and Nosh.

Health Technology Net
Jul 13th, 2026
Stretch Zone and Hint team up to make summer wellness simple.

Stretch Zone and Hint team up to make summer wellness simple. National partnership brings complimentary Hint sampling to select Stretch Zone studios, pairing smarter hydration with better movement all summer long Same-Sex Marriage FT. LAUDERDALE, Fla., July 13, 2026 /PRNewswire/ - Stretch Zone, the pioneer and industry leader of practitioner-assisted stretching, and - Hint, Inc., the #1 unsweetened flavored still water brand in the U.S. according to SPINS and IRI data today announced a national summer partnership built around a shared belief: feeling good shouldn't be complicated. The partnership brings complimentary Hint sampling to 100 select Stretch Zone studios nationwide, with activations in key markets including Southern California, New York City and Miami. Discover more Pharmaceuticals Drugs & Medications Health Foundations & Medical Research The collaboration arrives at a cultural moment when consumers aren't just working out; they're investing in how they feel. Hint and Stretch Zone are meeting members exactly there, with a partnership centered on smarter hydration, better movement, and the kind of daily wellness rituals that actually stick. "Stretch Zone and Hint share the same core belief, that feeling good shouldn't be complicated," said Lindsey McFadden, Chief Marketing Officer, Stretch Zone. "This partnership brings together two best-in-class brands at the moment our members need it most. Summer is when people recommit to movement, and pairing every stretch with clean, delicious hydration makes that commitment easier to keep." "Hydration is one of the simplest, most overlooked pillars of wellness," said Michael Pengue, CEO of Hint Water. "Partnering with Stretch Zone lets us reach people at exactly the right moment when they're prioritizing their bodies and looking for feel-good habits that fit real life." Throughout the summer, Stretch Zone members and guests can enjoy complimentary Hint at participating studios following their practitioner-assisted stretch sessions, turning post-stretch hydration into a signature part of the studio experience. Participating locations and additional partnership programming will be announced throughout the season. About Stretch Zone Founded in 2004 by Jorden Gold, Stretch Zone is a brand that was built with heart. Revolutionizing how Health Technology Net all approach stretching, the brand is on a mission to improve the quality of life for communities by utilizing their proprietary tables and patented strapping system to assist in achieving long term results. With more than 430 locations open throughout 41 states and Canada, this brand has seen incredible growth since its start and has no plans on slowing their momentum, receiving national recognition for their growth in the 2025 Inc. 5000 and Entrepreneur's 2025 Fastest Growing Franchises. Stretch Zone is looking for experienced franchisees that are passionate about the health and wellness industry and are committed to making a positive impact in the communities they serve. For more information, please visit www.stretchzone.com. About Hint(R) Water Hint(R) is a beverage company on a mission to remove the friction between what feels good and what's good for you by making hydration enjoyable. As the originator of pure, flavored hydration for more than 20 years, Hint infuses purified water with natural fruit essences to deliver bright flavor without sugar, diet sweeteners, or calories. With over 25 still and sparkling varieties, Hint is redefining flavored hydration with chuggable water for the flavor motivated. Hint is the #1 unsweetened flavored still water in the U.S. according to SPINS and IRI data, and is sold in traditional retail stores, through foodservice operators, and direct-to-consumer at drinkhint.com and Amazon.com. SOURCE Stretch Zone

Men's Journal
Jun 10th, 2025
This Water Tastes Like Ice Cream, With Zero Calories. Need a Hint?

Hint, the brand known for its fruit-infused waters with no sugar, sweeteners or calories, has launched a limited-edition Summer Classics Variety Pack that channels childhood frozen treats without the sugar crash.

Food Industry Executive
Mar 22nd, 2025
New Food and Beverage Product Launches, March 17 - 21

Hint announced the launch of its Sparkling Water with Electrolytes.

Phoenix Media Network, Inc.
Apr 17th, 2024
Hint & Feeding America Partner to Help Provide 1.75 Million Meals to Communities Facing Hunger

SAN FRANCISCO - Hint, Inc., maker of the market-leading flavored still water, is proud to partner with Feeding America(R) to support local food banks in providing meals to individuals and families experiencing food insecurity.

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