Limitless

Limitless, a Chicago-based beverage company, was established in 2016 by serial entrepreneur Matt Matros, who previously founded the successful fast-casual chain Protein Bar. Matros's venture into the beverage market was driven by a desire to offer clean-caffeine alternatives. The company initially produced a range of products including cold brew coffees, green teas, and wholesale coffee beans, operating two retail cafes in Chicago.

The business strategically pivoted to focus on its line of caffeinated sparkling water, a move that capitalized on the rapidly growing market for functional and flavored waters. This product line featured zero-calorie, sugar-free beverages with 35 mg of caffeine per 12 oz. can, available in flavors such as Watermelon, Grapefruit Hibiscus, and Cucumber Pear. This shift proved successful, securing nationwide distribution in major retailers like Walmart, Mariano's, and HyVee, as well as online through Amazon.

This growth culminated in the acquisition of Limitless by Keurig Dr Pepper (KDP) in January 2020 for an undisclosed amount. The acquisition was a strategic move for KDP to strengthen its water portfolio and enter the caffeinated sparkling water segment, competing with other major beverage corporations. Following the acquisition, KDP planned to leverage its extensive distribution and marketing infrastructure to expand the Limitless brand's reach. While the deal included the coffee and tea business, KDP's primary focus was on the sparkling water line. Matt Matros was slated to join KDP to help build the brand, though other Limitless employees were not retained.

Keywords: caffeinated sparkling water, clean caffeine, beverage acquisition, Matt Matros, Keurig Dr Pepper, functional beverage, zero calorie drink, flavored water, cold brew coffee, beverage industry, consumer packaged goods, retail distribution, Walmart, healthy beverage alternative, sparkling water market, ready-to-drink, CPG brand