Summary:
Huxley Energy is challenging giants like Red Bull and Monster with a flavor-first approach, using real fruit juices.
The startup has already landed on Target shelves and is trialing in Costco, with plans to expand regionally.
Huxleyâs drinks feature lower caffeine (90mg), organic cane sugar, and L-theanine for smoother energy.
Founder Simon Solis-Cohen, a former chef, emphasizes taste as the key to repeat purchases in a function-dominated market.
The brand has won industry awards and is inspired by the success of Olipop and Poppi in transforming their categories.
Huxley Energy: A Flavor-First Revolution in the Energy Drink Market
Minneapolis-based Huxley is making waves in the energy drink industry with its unique approach: prioritizing taste over everything else. Founded by Simon Solis-Cohen, this startup is just a year old but has already secured shelf space at Target and is trialing in Costco, aiming to compete with giants like Red Bull, Monster, and Celsius.
Simon Solis-Cohen, founder of Huxley, adjusts his product display at Target in Roseville.
The Taste That Starts Conversations
Solis-Cohen notes that first-time tasters often react with surprise: "That actually tastes good." This reaction is pivotal for Huxley, as it diverges from the industry norm where function (caffeine boost) typically overshadows flavor. Huxleyâs drinks are made with real fruit juices, offering a natural and healthier alternative.
Breaking Into a Dominated Market
The energy drink market is dominated by three brands controlling 80% of sales. Huxleyâs strategy isnât to dethrone these giants but to expand the market by appealing to a broader audience, including those who typically avoid energy drinks due to their artificial taste and high caffeine content.
Health-Conscious and Flavor-Packed
Huxley checks all the functional boxes:
- Lower caffeine (90mg, derived from cascara coffee cherries)
- Organic cane sugar
- Electrolytes and L-theanine for smoother energy
Yet, the biggest selling point remains flavor. Solis-Cohen emphasizes, "If it doesnât taste good, youâre not going to get that repeat purchase."
From Napa Valley to Minnesota
Solis-Cohen, a former fine-dining chef and sommelier, moved to Minnesota from Californiaâs Napa Valley in 2018. He launched Huxley after selling his marketing agency, quickly developing the brand and debuting in March 2024. The name Huxley was inspired by Aldous Huxley, author of Brave New World.
Growth and Ambitions
With a 50% gross profit margin and recent seed funding, Huxley is expanding regionally, starting in the Midwest. Solis-Cohen aims to build momentum before going national, inspired by the success of brands like Olipop and Poppi in transforming the soda category.
Solis-Cohen with Huxley products at Target.
Industry Recognition
Huxley has already won awards, including a pitch slam at Naturally Minnesota and accolades at a wholesaler trade show. Judges praised its ingredient story and taste, key differentiators in a crowded market.
The Future of Huxley
This summer, Huxley will be featured in Costco locations across Minnesota and Chicago, testing Solis-Cohenâs thesis that a better-tasting, healthier energy drink can carve out a significant niche.
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