This Local Sports Drink Startup Is Challenging the Gatorades and Powerades of the Industry

A young sports drink company that got its start at Glen’s Garden Market in D.C. is taking steps to grow in a landscape as competitive as that of the athletes it serves. In a crowded space already dominated by a handful of industry giants, it’s no easy task.

D.C.-based beverage startup KRA wants to be the only “little guy” to offer an organic option healthier than what exists, said Dan Trainor, the startup’s co-founder and chief operating officer. He hopes the name — an acronym for “keep rising above” that rhymes with “play” — will become the new choice for Gatorade and Powerade drinkers who have “moved on” and “are looking for something else.”

“We’re up against some Goliaths, but we know that,” Trianor said. “We knew that going in, and we welcome a challenge. I think people, when they interact with our brand and hear our story and taste our product, that they will choose it.”

Since launching its product in the District in April 2016, KRA has expanded…Read the full story from the Washington Business Journal.

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