$2m seed funding is positive affirmation for Aura Bora’s spot in sparkling water set

The seed funding round comes from early-stage funds, angel investors, industry veterans, and celebrities including actor Scott Eastwood and follows Aura Bora’s airing on ABC’s Shark Tank where co-founders, Paul and Madeleine Voge secured a deal with Robert Herjavec for $200,000 and 15% equity in the company. 

Lavender Cucumber WBG

For the Voges, the buy-in they’ve received from consumers, retailers, and now investors for their “delightful yet peculiar sparkling water company”​ is “really affirming,”​ Paul Voge told FoodNavigator-USA. 

With flavors such as Cactus Rose, Lavender Cucumber, Peppermint Watermelon, Basil Berry, and Lemongrass Coconut (SRP $1.99 per 12-ounce can), Aura Bora has taken a flavor-first approach to setting itself apart in the competitive sparkling water set. 

Our whimsical cans are as interesting and peculiar as the flavors inside them. Sparkling​ water drinkers all across the country are connecting with our unique flavors, and we would love to get them to more people,”​ he said. 

Instead of using natural flavors in its products, Aura Bora uses herbal, fruit, and floral extracts to flavor its water, which according to the company, provides a more vivid and bold flavor and aroma experience for consumers.

“The quick way of thinking of it from a manufacturing perspective is you have to be ultra-diligent because a 1,000th​ of a percentage of an extract makes an enormous difference ​[in the final product]. The process is much more expensive, so you end up paying a lot more for these ingredients,”​ said Voge.

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