Black mineral water FulHum seeks to shake-up bottled water industry

By Mary Ellen Shoup

- Last updated on GMT

FulHum explains why consumers should make the switch to Alkaline water
FulHum explains why consumers should make the switch to Alkaline water

Related tags Water Mineral

Alkaline water brand FulHum says its jet black mineral water can disrupt the bottled water and energy drinks sectors. 

“Our priorities are to increase our drinker base and to convert people from energy drinks and bottled water to FulHum as a natural detox,”​ FulHum founder and chairman CJ Comu told BeverageDaily.

Founded in July 2014, FulHum alkaline water is a product of EarthWater Inc., which is based in northern Addison, Texas.

The idea for FulHum came about when Comu met a man in his 80s who claimed a specific concentrate of fulvic and humic minerals he was drinking “changed his life,”​ Comu said. Two years later, FulHum launched its own proprietary Alkaline water made with fulvic and humic compounds. 

FulHum is available in high-end retail stores across US, UK, and China, with prices ranges between $1.99 and $3.29 per 20 oz bottle.

The product can also be purchased online through the company website or on Amazon. FulHum recently partnered with The Water Loft to deliver cases of water to customers in the Los Angeles area.

Out from the shadow

The water’s distinct black color comes from its mineral-rich ingredient list all of which are extracted from the same mineral deposit in the western US.

Each 20 oz bottle of FulHum contains 77 trace minerals including calcium, silica, potassium, magnesium, and bicarbonate with zero additives.

As for the taste, FulHum tastes very similar to water and is completely odorless, the company said.

FulHum contains aquatic plant-based humic compounds tapped from an uncontaminated 80-million-year-old shale deposit in the western US. The minerals are extracted without the use of damaging chemicals (riverbeds and lakes can be contaminated by acid rain, polluted air, and chemical runoff).

Peak hydration

The beverage has a 8.8+ pH count, making the water Alkaline (plain water ranks a neutral 7 on the pH scale). Drinking Alkaline water has been linked to neutralizing acid in the bloodstream, boosting metabolism, and improving mineral absorption, according to Mayo Clinic.

Alkaline water like FulHum claims to be a better source of hydration because of the 77 trace minerals found in the Earth’s soil which act as natural electrolytes to replenish the body. FulHum can help detox and recharge the body, ridding it of free radicals and heavy metals, Comu said.

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