Electrolyte brand Humantra has secured investment from European venture capital firm JamJar Investments to accelerate its UK retail rollout and support continued international expansion.
The funding round (with an undisclosed amount raised) comes ahead of the brand’s launch in over 1,200 Boots retail stores in the UK this June.
Founded in Dubai in 2022 by British entrepreneur Charlie Wright, Humantra has reported rapid growth since launch… ‘generating an eight-figure revenue last year, which is projected to triple in 2025.’
JamJar Investments is a £100m consumer venture capital fund based in London. It invests in early-stage consumer companies across both physical products and consumer tech. Led by four partners including the founders of Innocent Drinks, JamJar’s investment portfolio includes Runna, What3Words, Deliveroo and Tony’s Chocolonely.
The Humantra brand was incubated alongside HB Investments, the family office of Huda and Mona Kattan – founders of Huda Beauty and Kayali. Since then, it has evolved from a UAE-born startup into a hydration brand with an international focus.
Humantra entered the UK market in 2023 through a collaboration with British streetwear brand Represent, and has reported revenue growth of over 1,500% in two years. In 2025, Humantra will continue its focus in the UK, while expanding across international markets – building its offering in leisure and hospitality, such as hotels and gyms, alongside retail.
In the UAE, Humantra claims to be a category leader in wellness and hydration, ranked the #1 selling supplement on Amazon. In the UK, revenues are projected to grow five-fold by year-end.
“We’re excited to back Humantra as they set a new standard for hydration,” said Adam Balon, Co-Founder of JamJar Investments.
“The product is built for all humans – whether you’re working out, working late, or just living life. Their success in Dubai shows the strength of their products and community. We can’t wait to help them scale further in the UK and beyond. But this raise isn’t just about scale – it’s about backing the people who will build Humantra into a global, category-defining brand.”
Charlie Wright, founder of Humantra, added “Hydration isn’t just a fix – it’s the foundation of everything. Everyone deserves to feel their best every day and that starts with building optimal hydration into a daily habit.
“Our focus is on providing a hydration option that actually tastes good, and with this investment, we’re doubling down on that mission, helping more people understand that electrolytes aren’t just for athletes – they’re for life.”
www.humantra.co.uk
www.jamjarinvestments.com
