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FOOD & BEVERAGES | Non-alcoholic beverages

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Founded Year



Series B | Alive

Total Raised


About Iris Nova

Iris Nova is a tech-enabled distribution platform that supports frictionless ordering and on-demand deliveries across a portfolio of beverage brands tailored to meet the needs of the modern consumer. The proprietary platform allows each brand in the portfolio to communicate directly and transact with customers over text message, bypassing existing distribution inefficiencies to improve how consumers find and purchase beverages. Iris Nova first introduced its proprietary platform in 2015 to launch and scale the DIRTY LEMON brand. The portfolio has since expanded to include an experiential retail property, The Drug Store, and nine brands: Better Booch, DASH Water, DIRTY LEMON, Halo Sport, Minna, Miracle Seltzer, Olipop, Sanzo and Something and Nothing.

Iris Nova Headquarter Location

104 Lexington Ave

Brooklyn, New York, 11238,

United States


Latest Iris Nova News

3 Pandemic-Fueled Commerce Trends Poised to Yield Long-Term Growth for Businesses

Sep 16, 2021

16th September 2021 This story was initially revealed on CO— by U.S. Chamber of Commerce and was written by Barbara Thau. The pandemic thrust industries from retail and eating places to health and meals into hyper-innovation mode, unwittingly yielding new and improved methods to promote their items and companies — from text-based commerce to on-line market platforms — which are poised to drive enterprise lengthy after the disaster has (hopefully) handed. Textual content-based commerce turns into income stream for manufacturers Customers more and more shopped from their smartphones amid the pandemic, and entrepreneurs took be aware, leaning into text-based commerce to earn their enterprise. As consumers’ electronic mail inboxes overflowed with promotional gives, manufacturers turned to text-based messaging to interrupt by way of the digital muddle and attain shoppers wherever they have been. Beverage startup  Iris Nova , for one, tapped its text-based ordering platform amid the pandemic to promote its Soiled Lemon line of wellness drinks— and heightened comfort — to shoppers, whereas making a brand-to-shopper intimacy that texting tends to foster, Zak Normandin, founder and CEO of Iris Nova,  informed CO—  six months into the pandemic. “It’s a really unconventional relationship between buyer and model that we consider drives model loyalty.” Loyalty packages transcend factors for purchases to supply experiences and heightened comfort Towards the backdrop of COVID-19, loyalty advertising and marketing developed past incentivizing consumers to spend by racking up factors they will money in at no cost gadgets or reductions. As entrepreneurs turned much less literal-minded concerning the notion of loyalty, rewards packages from Walmart to Sephora and REI have added experiential, convenience-minded and cause-driven perks, seeking to forge deeper bonds with consumers that transcend the transactional. Walmart, taking a web page from Amazon Prime, is now wooing shoppers with its  Walmart +  subscription loyalty program, which is constructed round companies like dwelling supply and a scan-and-go function through its cellular app, so consumers can skip the checkout line. In a bid to hook shoppers with memory-making actions, out of doors retailer REI now gives  experience-driven membership perks , like guided hikes up Mount Rainier which are free or discounted for its rewards members. And as shoppers more and more vote with their pockets for manufacturers that mirror their values, increasingly, companies are linking these values to their loyalty packages. Amid the highlight on racial injustice amplified by pandemic-exposed inequities, the killing of George Floyd and the Black Lives Matter motion, Sephora  final 12 months allowed its Magnificence Insider members  to make use of their rewards factors to donate to the nationwide Black Justice Coalition, enabling its client base to use their buy to a goal. These kinds of efforts assist fortify shoppers’ “emotional loyalty,” a hard-to-measure but key metric of enterprise success, Mary Pilecki, vice chairman and principal analyst at market analysis agency  Forrester , informed CO—. “It’s about bettering the emotional standing of the buyer.” On-line marketplaces emerge as a (low-cost) gross sales channel for startups and small companies Direct-to-consumer (DTC) methods have been a serious development narrative in recent times that heightened amid the pandemic, as startups and small companies ratcheted up their e-commerce operations in mild of shuttered shops and homebound shoppers. Now firms are turning to direct-to-marketplace methods to launch, develop and promote their items and companies. Certainly, an rising ecosystem of marketplaces from Google, Amazon and Fb to area of interest websites like  Market Wagon  for artisanal meals producers are gaining floor as platforms for manufacturers to develop at a low price. These websites allow companies to drive gross sales on-line with out having to spend money on an internet site or pay for promoting to drive visitors, as they have already got a built-in viewers. Manufacturers may promote on a number of marketplaces directly to develop their attain. Digital marketplaces from Alibaba to Etsy, which has seen a pandemic gross sales bump, are also in sync with COVID-informed shopping for sensibilities: They’re commerce hubs for unbiased retailers, small companies and artisans at a time when shoppers — notably millennials, the nation’s largest shopping for cohort — are more and more supporting native retailers and small manufacturers, opting extra for merchandise with a one-of-a-kind really feel. Certainly, one of many seminal shifts in spending habits since COVID-19  is a drift towards native buying  and a retreat from malls, with 75% of shoppers planning to buy extra domestically over the subsequent 12 months, whereas 71% plan to buy with unbiased retailers, in line with the  “How We’ll Store” examine from digital operations platform Brightpearl . This demonstrates, the report says, “the profound impact the impression of coronavirus has had on our day-to-day considering.” CO— goals to carry you inspiration from main revered consultants. Nonetheless, earlier than making any enterprise resolution, you need to seek the advice of knowledgeable who can advise you based mostly in your particular person scenario.

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Research containing Iris Nova

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CB Insights Intelligence Analysts have mentioned Iris Nova in 1 CB Insights research brief, most recently on Dec 8, 2020.

Expert Collections containing Iris Nova

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Iris Nova is included in 4 Expert Collections, including Grocery Retail Tech.


Grocery Retail Tech

300 items

Startups providing B2B solutions to grocery businesses to improve their store and omni-channel performance. Includes customer analytics platforms, in-store robots, predictive inventory management systems, online enablement for grocers and consumables retailers, and more.


Food & Beverage

2,613 items


Wellness Tech

1,207 items

We define wellness tech as companies developing technology to help consumers improve their physical, mental, and social well-being. Companies in this collection play across a wide range of categories, including food and beverage, fitness, personal care, and corporate wellness.


Consumer Packaged Goods ( CPG )

4,148 items

Iris Nova Web Traffic

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