KILL CLIFF Receives Minority Investment From Sunrise Strategic Partners

Sunrise Strategic Partners (“Sunrise”), a Boulder, CO-based accelerator of emerging brands co-founded by Steve Hughes and Trilantic North America, today announced a minority investment in KILL CLIFF, a leading clean recovery and hydration sports drink. This is the eighth investment for Sunrise since it launched in 2016.

Todd Ehrlich, a former Navy SEAL, created KILL CLIFF as a healthier and better tasting alternative to soda, sports drinks and other post workout beverages. With a clean ingredient label, electrolytes, B vitamins, no sugar and 15-20 calories, KILL CLIFF is a popular beverage choice after workouts, long days, or whenever quitting is not an option. The brand is an Official Partner of the Navy SEAL Foundation and embodies the determination and grit to endure through training, competition, and everyday life.

“The KILL CLIFF brand has a loyal and passionate following and has been fortunate to grow quickly. We make low calorie, no sugar, recovery drinks that deliver on great taste,” Joe Driscoll, CEO of KILL CLIFF. “The Sunrise team brings deep experience and we are excited to work with them to expand our distribution and introduce more people to the KILL CLIFF brand and mentality.”

“It’s been our mission since day one to become the largest contributor to the Navy SEAL Foundation,” said Todd Ehrlich, Founder of KILL CLIFF. “Coming from that community, it was important to me to not only build a brand that delivers on workout recovery but gives back in a meaningful way. We are proud to donate a portion of our sales of KILL CLIFF to support the Navy SEAL Foundation.”

“Born in the Navy SEALs and raised in CrossFit gyms, KILL CLIFF has demonstrated a clear brand proposition and loyal following. We believe the product’s clean ingredient label will appeal to a wide range of consumers, and we are excited to team up with KILL CLIFF to help them expand the brand’s footprint in more gyms and grocery stores," said Steve Hughes, CEO and co-founder of Sunrise Strategic Partners. “Sunrise is honored and excited to partner with a brand committed to creating the next generation of sports drinks while giving back to America's elite warriors and their families.”

KILL CLIFF recently launched ‘KILL THE QUIT’, a motivational ad that is part of a larger campaign that plays on both the KILL CLIFF brand name and its focus to inspire and support not just our country’s warriors but anyone with a warrior mindset to achieve their goals.

The investment from Sunrise will allow KILL CLIFF to increase distribution and support marketing efforts to reach new consumers. A leading brand in CrossFit gyms, USA Weightlifting gyms, Vitamin Shoppe, GNC stores, and a favorite at stores on Navy and Marine Corps bases, KILL CLIFF is also available at Amazon, Whole Foods, Kroger, Hy-Vee, and other retailers. This marks the eighth investment for Sunrise, a brand accelerator that provides growth capital and expertise to early stage health and wellness brands to support their development, add strategic value and share guidance on tactical priorities.