Forget Lemonade, Beyonce’s invested in a watermelon startup
Beyonce is the latest celebrity to jump on the startup bandwagon, and is apparently crazy in love with watermelon.
The superstar singer who recently released a new album called Lemonade and a new sports range called Ivy Park with Topshop, has put an undisclosed sum into World Waters which makes organic watermelon juice.
“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 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.”
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The firm focuses on environmental sustainability and natural ingredients.
Co-founder and creative director of the US brand which is stocked in places such as Whole Foods, said the investment would make Beyonce a “meaningful” shareholder, speaking to Bloomberg, indicating that it was more than a traditional celebrity endorsement deal.
“That’s such an important differentiation between a traditional celebrity influencer connected to a brand, because this really comes at the mission level,” she told the publication.
She told Forbes: “I’m a fan of her mission to empower people to be the best humans they can be. I’ve been aligned with her lyrics, philosophy, and everything about Beyoncé’s brand and world.”
High-profile celebrity investors include Ashton Kutcher, Leonardo DiCaprio and Oprah Winfrey. In 2013 Madonna ploughed cash into drink of the moment Vita Coco coconut water.