When co-founders Amber Lewis and David Allred launched Släcka at the Summer Fancy Food Show in June, they envisioned more than just another beverage: Släcka is a functional, mid-day snack replacement in a can, designed to curb cravings that often lead to unhealthy choices, according to the company.
“We developed Släcka to really be that mid-day snack craving replacement,” Lewis said. “It helps to quiet the food noise. When you get to that mid-morning, mid-afternoon slump – lacking energy, hungry and possibly dehydrated – you might reach for something sugary and caffeine-laden. Instead, you grab a Släcka, drink it, and it helps with clean, smooth energy while supporting hydration.”
A functional ‘cocktail’ of ingredients
Släcka’s formulation took nearly two years to finalize, as the founders debated which sweeteners would complement the beverage’s functional benefits without an unpleasant aftertaste. After considering monk fruit and allulose, they landed on OnoSweet, a Reb M-derived fermented sugar cane sweetener that delivers zero calories per serving.
“The stevia aftertaste, for me, is just a deal killer,” Allred noted. “OnoSweet allows us to add sweetness without bitterness, so people actually enjoy drinking it.”
Släcka’s functional ingredients include:
- 5-HTP, a naturally occurring amino acid that supports satiety and mood,
- Paraxanthine, a caffeine metabolite that enhances focus and reduces fatigue without overstimulation,
- L-theanine and L-carnitine, amino acids that support mood and fat metabolism and
- Sodium and potassium, electrolytes that aid hydration.
“It’s really the cocktail of the whole drink that provides all of these multi-functional benefits,” Lewis said. “We’re not an energy drink or meal replacement – we’re a snack replacement.”
Släcka launched with three flavors – strawberry lemonade, watermelon margarita grapefruit – all made with natural flavors.
“We wanted flavors that were familiar but fun,” Lewis explained. “Strawberry lemonade is nostalgic, grapefruit is my personal favorite and watermelon margarita is our fun, beverage-alternative flavor.”
Retail strategy and marketing
Släcka started as a direct-to-consumer brand since its June launch and has since expanded into retail – a jump that the founders credit to their sales team.
The beverage is now available in New York City grocery stores, with a regional distribution partnership through KeHe to cover the Northeast, Texas and Southern California beginning in November.
Allred emphasized the brand’s strategic approach to scaling: “We’re spreading our net wide but not going deep until we know a market is successful. We want to scale smartly, ensuring our feet are under us before jumping in headfirst.”
Släcka will be available in both grab-and-go checkout aisles and standard beverage shelves, sold as single cans as well as multi-packs.
The brand’s marketing strategy is primarily digital, focusing on social media channels like Meta platforms, YouTube and TikTok, with both organic and paid campaigns. In-store marketing will complement digital efforts as retail distribution expands, the founders explained.
Positioning in a crowded functional beverage market as ‘a category of one’
While the functional beverage market is saturated, Släcka aims to differentiate as “a category of one,” according to the founders.
“It’s something that helps curb cravings,” Lewis said. “You have a Släcka, and you’re less likely to mindlessly snack or overeat at meal times. People have shared that it literally changes how they think about food.”
While the founders do not consider Släcka as a meal replacement, it is intended to replace ‘mid-day junk food,’ providing instant gratification in a can while promoting healthier eating habits, Lewis added.