Brand Overview#
Nuun (pronounced “Noon”) is a functional hydration brand that pioneered the separation of electrolyte replacement from carbohydrates. Founded in Seattle in 2004, the company offers effervescent electrolyte tablets and powders for athletes and active individuals. Nuun was acquired by Nestlé Health Science in July 2021.
Key Facts#
- Headquarters: Seattle, Washington
- Founded: 2004
- Founder: Tim Moxey
- CEO (at acquisition): Kevin Rutherford
- Parent Company: Nestlé Health Science (since July 2021)
- Early Investor: Dan Nordstrom
- Certification: Certified B-Corp
- Distribution: 5,000+ U.S. outlets, 30+ countries worldwide
Founding Story#
Tim Moxey developed the concept for Nuun while studying at Dartmouth’s Tuck School of Business. During a hot, humid bike ride, he ran out of his drink and stopped at a convenience store. Frustrated that the only option was sugar-laden sports drinks like Gatorade, he envisioned a healthy hydrating beverage without excess sugar and additives. What started as a class project eventually became a real company that revolutionized the sports beverage market.
Product Lines#
- Nuun Sport: 5 essential electrolytes, 1g sugar, for pre/during/post workout
- Nuun Sport + Caffeine: Electrolytes plus natural caffeine boost
- Nuun Vitamins: Electrolytes + essential vitamins
- Nuun Immunity: Electrolytes + botanicals for immune support
- Nuun Energy: Vitamin & caffeine enhanced tablets
- Nuun Rest: Lemon Chamomile for relaxation
- Nuun Daily: Everyday hydration solution
- Nuun Zero: Zero sugar option
Product Features#
- Non-GMO
- Vegan
- Gluten-free (Certified by GIG)
- Kosher
- Clean, plant-based ingredients
- Effervescent tablet format
- Low/no sugar
Company Values#
- Pro Product: Clean ingredients, third-party certifications
- Pro-Planet: Sustainable sourcing, carbon footprint reduction, community volunteerism
- Pro-People: Certified B-Corp, 1% of purchases donated to nonprofits
Retail Availability#
- Official Website: nuunlife.com
- Amazon: Full product range
- Walmart: In-store and online
- Target: Same Day Delivery available
- REI: Outdoor/sports retailer
- iHerb: International distribution
- 5,000+ U.S. retail outlets
- 30+ countries worldwide
Database Presence#
| Source | Products | Notes |
|---|---|---|
| DSLD | 76 | Date range: 2014-12-29 to 2025-07-24 |
| Keepa | 111 | Amazon marketplace data |
| iHerb | 11 | International distribution |
Corporate History#
| Date | Event |
|---|---|
| 2004 | Founded in Seattle by Tim Moxey |
| 2017-11 | TSG Consumer Partners acquires minority stake |
| 2021-05 | Nestlé Health Science announces acquisition |
| 2021-07-01 | Acquisition completed, Nuun becomes part of NHS |
Investigation Summary#
| Aspect | Finding | Confidence |
|---|---|---|
| Database Presence | 76 DSLD, 111 Keepa, 11 iHerb | High |
| UPC Prefix | 811660 (primary) | High |
| Official Website | nuunlife.com | High |
| Parent Company | Nestlé Health Science (since 2021) | High |
| Retail Availability | Amazon, Walmart, Target, REI, 5000+ outlets | High |
| Brand Status | Active | High |
Status Rationale: Nuun is a highly active brand owned by Nestlé Health Science since 2021. It maintains strong retail presence across 5,000+ U.S. outlets and 30+ countries, has continuous DSLD registrations through 2025, operates an active official website, and is prominently featured on the parent company’s brand portfolio. The brand is a Certified B-Corp with strong market positioning in the functional hydration category.
Relationships
From this profile →
- → Parent Company: Nestlé Health Science (2021-07-01)
- → Investor: TSG Consumer Partners (external) (2017-11)