The Luving Company

Functional Vitamin Beverage for Kids

The Luving Company

Functional Vitamin Beverage for Kids

Marina Del Rey , CA
Food & Beverage
KidsLuv is a ZERO SUGAR Vitamin Enhanced beverage created by a mother of three, Ashi Jelinek, upon recognizing a growing demand in the kids’ beverage space for less sugar and healthier products. Established in 2018, The Luving Company, a female-founded and minority-owned business, launched its first brand, KidsLuv, designed to give kids a healthy dose of vitamins and minerals their bodies need, without the harmful sugars. All KidsLuv products are Certified Non-GMO, Vegan, Kosher and Gluten-Free, and served in an 8-oz. recyclable, resealable, straw-free drink carton.

$18,697

raised
43
Investors
$4.98M
Valuation
$0.92
Price per Share
$249.32
Min. Investment
Common
Shares Offered
Equity
Offering Type
$250K
Offering Max
Reg CF
Offering

$18,697

raised
43
Investors
$4.98M
Valuation
$0.92
Price per Share
$249.32
Min. Investment
Common
Shares Offered
Equity
Offering Type
$250K
Offering Max
Reg CF
Offering

Bonus Rewards

Get rewarded for investing more into The Luving Company

$249+
Investment
StartEngine Owner’s Bonus
This offering is eligible for the StartEngine Owner’s 10% Bonus program. For details on this program, please see the Offering Summary section below.
$250+
Investment
Tier 1 perk ($250+)
Free month supply of product (2x 16pks)
$500+
Investment
Tier 2 perk ($500 +)
Free month supply of product (2x 16pks) + 10% discount for first 3 months
$1,000+
Investment
Tier 3 perk ($1000+)
Free month supply of product (2x 16pks) + 10% discount for first 6 months + early access to products
$5,000+
Investment
Tier 4 perk ($5,000+)
Free month supply of product (2x 16pks) + 20% discount for a full year + early access to products
$10,000+
Investment
Tier 5 perk ($10,000+)
Free 1 year monthly subscription + early access to products + Meet & Greet w/ the CEO + 5% bonus shares
$25,000+
Investment
Tier 6 perk ($25,000+)
Free 1 year monthly subscription + early access to products + Meet & Greet w/ the CEO + Invitation to Innovation Webinar + 10% bonus shares
$50,000+
Investment
Tier 7 perk ($50,000+)
Free 1 year monthly subscription + 20% lifetime discount + Meet & Greet w/ the CEO + Invitation to Innovation Webinar + Access to quarterly update webinar + 15% bonus shares)

Reasons to Invest

Female-founded & minority-owned business recognized in Forbes’ 8 Mission-Driven Companies Reinventing the Packaged Food Industry
KidsLuv is addressing two distinct consumer categories: the children’s beverage market and the children’s pediatric supplements market, with a combined market size of over $2.7B
Sold in over 1500+ stores nationwide including Walmart, CVS, United Supermarkets, Natural Independents, Amazon and Thrive Market ​

“Kids luv it and parents do, too!”

Overview


Functional  kids’ beverages that benefit the planet, too!

Ashi Jelinek founded The Luving Company in 2018 upon recognizing a growing demand for zero sugar in functional food and beverage products. The Luving Company’s mission to be an educational leader in child nutrition and create products that encourage good health, good living and a positive environmental impact. KidsLuv is the Zero Sugar, Vitamin Enhanced beverage for kids. We have three FUN-LUVING flavors, Flying Fla-Mango, Starstruck Coconut, and Peach Me, I’m Orange. Our products are 100% clean labeled (Certified Non-GMO, Vegan, Kosher and Gluten-Free) and packaged in 8oz recyclable, resealable, straw-free drink cartons.

More than ever, purpose and authenticity have become critical, and that is why the company’s sustainability and community impact strategy has always been a core focus. Our packaging was intentionally designed using recyclable straw-free Tetra Pak cartons and resealable lids. ⁣There are up to 13 million tons of plastic entering our oceans each year. One less straw means one less chance for harmful plastics to end up in our oceans. Since its inception, KidsLuv has supported the Surfrider foundation's journey to educate children about recycling and keeping our oceans clean. KidsLuv gives consumers the ability to donate to the Surfrider foundation directly on our website. Every dollar donated educates four children on the importance of recycling and keeping our oceans clean.

The Problem


Consumers are seeking healthier alternatives to sugar-filled kids’ beverages 

The children’s beverage market is currently saturated with drinks that are high in sugar and provide limited nutritional and hydration value. 1/3 of all sweetened fruit drinks contain 16 grams or more of sugar per serving. Eight in ten parents say their choice of product is influenced by how it will affect their children’s health and well-being. As health-focused parents, particularly millennials, are shifting their buying habits to incorporate less sugar and more healthy products into their diets and their kids’ diets, there is a growing demand for zero sugar beverages for kids.

The Solution


The ZERO SUGAR Vitamin Enhanced, hydrating beverage that kids ‘LUV’!

KidsLuv delivers a nutritional beverage for the whole family with ZERO SUGAR, rich in vitamins and minerals, and uses Certified Non-GMO, Vegan, Kosher and Gluten-Free ingredients. This “first of its kind” beverage appeals to a wide range of consumers with a focus on the health-conscious millennial parent. Our mission here at KidsLuv is to provide more education about the importance of child nutrition, and we have set out to disrupt an overly sugary marketplace.

Our Traction


Shark Tank exposure, strong growth, and key partnerships

KidsLuv was featured on Shark Tank, which aired to an estimated 4.1M+ viewers, increasing brand awareness and sales opportunities. In Spring 2020, BevNet covered KidsLuv in a feature article highlighting the brand's distribution expansion into CVS and Walmart and new Peach Me, I'm Orange flavor launch. Following the airing, we saw a significant boost in sales and a spike in web traffic. Our social media has also grown over 358% through collaborations with micro-influencers and like-minded brands such as Raised Real, Made Good, Kidbox, Zeek Bars, Bitsy’s and Bear Fruit Snacks.  

Image courtesy of @Amercian Broadcasting Companies, Inc. All Rights Reserved.

KidsLuv’s primary focus in 2019 was securing distribution agreements with UNFI and KEHE, two of the top natural and organic food wholesalers and distributors in the country. They service Grocery and Natural independents channels nationwide and offer a pathway towards national recognition. As a result, in Q4 of 2019,  KidsLuv rolled out into over 30+ Natural independent retailers in Northern and Southern California. Some of the independents include California Fresh Market, Berkeley Bowl, Ojai Valley Ranch Market and premium retailer, Erewhon Markets.

 

After launching in 2019, we have seen impressive revenue growth in 2020. 

 

In February 2020, KidsLuv launched into 40+ United Supermarkets, a chain in Texas that operates under a division of Albertsons/Safeway, and in April 2020, KidsLuv launched in 400+ Walmart locations and 1200+ CVS Pharmacy locations, bringing KidsLuv total distribution to over 1500+ locations nationwide.

KidsLuv has also a partnership with Fit4Mom, a fitness group for moms that has over 230,000 members across the US. We will also participate in traveling Pop-Up stores, subscription boxes, corporate health fairs, mommy groups  and family 5Ks, to keep growing brand awareness throughout 2020. 

KidsLuv is doing its part to give back by supporting  Surfrider Foundation’s journey to educate children about recycling and keeping our oceans clean and partnering with Feed the Children, a non-profit organization that alleviates childhood hunger through distribution of food and essentials to children and families nationwide.

The Market


Disrupting a $2.7 billion+ market, that includes both kids’ beverages and pediatric supplements

Up until now, there has been little new product development in the children’s beverage market, especially for zero sugar beverages that deliver function. KidsLuv is centered between two distinct markets: the children’s beverage market and the children’s pediatric supplements market, with a combined estimated market size of over $2.7B. (source, source)


KidsLuv is designed to disrupt the beverage market with a drink for children that provides a zero sugar product rich in vitamins and minerals. 

The global beverage market is booming, expected to exceed $1T in sales by 2022, and kids are becoming a focus. Keeping kids well is always going to be a top concern for parents, not just for their own wellbeing but for that of the whole family. By providing vitamins in a beverage, KidsLuv gives children the supplements they need and helps fill nutritional gaps (source).

Millennials now make up the largest adult population and KidsLuv’s target audiences are  millennial moms, ages of 25-44, who have the purchasing power to buy the best products for their families. Sales of traditional juices and drinks are declining and, as parents become more educated about packaged foods, they are demanding healthier products for their children.

What We Do


Packed with vitamins in three delicious flavors with more to come

KidsLuv beverages combine a flavorful drink with a proprietary formula that delivers both hydration and approximately 80% of the daily recommended dose of vitamin and minerals. The KidsLuv proprietary formula combines specific amounts of 14 different ingredients and 9 Certified Vegan vitamins and minerals, to create our unique and delicious flavors that leave absolutely no aftertaste. The three fun-luving flavors we have developed so far are Mango, Coconut, Orange Peach, which are already on the market as Starstruck Coconut, Flying Fla-Mango and Peach Me, I’m Orange.  

The Business Model


Online, Mass and Grocery Channels

KidsLuv’s 2020 sales strategy is to grow to a nationally recognized brand through Grocery, Big Box Retailers, Online, Pharmacy and Natural Independents channels. Our main sales channels are online grocery, mass retailers and Natural Independents. To build consumer demand and support our retailers, the company’s trade promotion strategy includes coupons and pricing promotions. Additional sales priorities for 2020 include securing regional Grocery chains in the West, with particular focus on Sprouts, Kroger and Albertsons.


Our DTC strategy is a subscription only service with all other product orders redirected to Amazon. As conventional shopping behavior is shifting more online, the focus will be to drive more website traffic through social media and other digital platforms and build presence on online marketplaces. 

How We Are Different


The healthiest, most functional kids beverage option in the market

Comparison Chart Data formulated based on internal research.

While there are numerous drinks that focus on kids, such as Honest Kids and Capri Sun, sugary, artificial flavored drinks deliver little to no nutritional or functional value and are being avoided by a growing number of parents.


Kids vitamins are commonly made in a gummy format and are filled with gelatin, corn starch and sugar. They contain an average of 2 grams of sugar per gummy, despite the fact that the American Heart Association suggests no more than 6 teaspoons of added sugar per day for children ages 2–18 (include source).


KidsLuv is the first and only product of its kind that features zero sugar coupled with a vitamin delivery system.  This creates a way to target consumers who seek healthy AND functional options in the kids drink aisle. 

The Vision


The healthy, functional beverage that everybody knows and loves

The vision for The Luving Company is to create healthy, functional, innovative, better-for-you products for the whole family. The Luving Company will continue to grow by driving disruption in underserved categories and delivering products that stand out from the crowd. We also LUV our planet and it’s important to us to produce products that are not only good for our families but good for our planet. We are committed to continuing to create products that use ingredients and materials that limit our carbon footprint and leave our world in a better place. We believe in giving our kids the real nutrition and LUV they deserve!

We will introduce new size packs and flavors as consumer demand increases, eventually targeting new regions such as the Northeast, Florida and the Midwest, before going international. Additionally we plan to expand into the food service channel by the end of 2021, which will allow us to expand into airports, airlines, amusement parks, museums, stadiums, fast food & coffee shop chains, ensuring that our product makes it into the hands of kids and families worldwide.     

This expansion is based on management's current goals, actual results not guaranteed.

OUR LEADERSHIP


Helping kids is close to our hearts

Ashi Jelinek founded The Luving Company in 2018 upon recognizing a growing demand for zero sugar in functional food and beverage products. The Luving Company’s mission is to be an educational leader in child nutrition and create products that encourage good health, good living and a positive environmental impact. KidsLuv is the Zero Sugar, Vitamin Enhanced beverage for kids with three FUN-LUVING flavors, Flying Fla-Mango, Starstruck Coconut, and Peach Me, I’m Orange. Our products are 100% clean labeled (Certified Non-GMO, Vegan, Kosher and Gluten-Free) and packaged in 8oz recyclable, resealable, straw-free drink cartons.

Why Invest


We value the health of children above all else, and we are setting out to make an impact

At KidsLuv, we care deeply about our mission to help kids and deliver maximal nutrition in a delicious, functional beverage. With sustainability and nutrition at the forefront of our company’s ethos, all ingredients and packaging are consciously sourced, and recyclable, maintaining a green carbon footprint. We have an addressable market of over $2.7 billion, with millennials (the largest adult population on Earth) being our target consumers. We have been featured on Shark Tank and now have product placements at Walmart, CVS, Albertsons Market and online through Amazon, Thrive, Walmart.com and our website! We would be thrilled to see you join us, as we continue to scale and grow, developing new sales channels and bringing KidsLuv to the children and families that will ‘luv’ and benefit from a better beverage like ours.

In the Press

Forbes
January 1, 2017

8 Mission-Driven Companies Reinventing The Packaged Food Industry

E! Online
January 1, 2017

14 Shark Tank Items That Are All Made in the USA

FoodNavigator.com
January 1, 2017

Investing in the Future of Food: KidsLuv shares tips to drive velocity, initial trial during pandemic

Food & Beverage Magazine

KidsLuv Introduces New Flavor, Peach Me, I’m Orange, Just in Time for Summertime Fun

BevNet

KidsLuv Introduces New Peach Me, I’m Orange Flavor

Voyage LA
January 1, 1970

Meet Ashi Jelinek of KidsLuv in Marina Del Rey

Red Tricycle

The Best New Snacks of 2020 (So Far)

Offering Summary


Company

:

The Luving Company

Corporate Address

:

PO BOX 9147, Marina Del Rey , CA 90295

Offering Minimum

:

$9,999.48

Offering Maximum

:

$249,999.88

Minimum Investment Amount

(per investor)

:

$249.32











Terms


Offering Type

:

Equity

Security Name

:

Common Stock

Minimum Number of Shares Offered

:

10,869

Maximum Number of Shares Offered

:

271,739

Price per Share

:

$0.92

Pre-Money Valuation

:

$4,976,093.24











COVID Relief

This offering is being conducted on an expedited basis due to circumstances relating to COVID-19 and pursuant to the SEC’s temporary regulatory COVID-19 relief set out in Regulation Crowdfunding §227.201(z). 

Offering maximum.

In reliance on this relief, financial information certified by the principal executive officer of the issuer has been provided instead of financial statements reviewed by a public accountant that is independent of the issuer, in setting the offering maximum of $250,000.

Expedited closing sooner than 21 days

Further, in reliance on Regulation Crowdfunding §227.303(g)(2) A funding portal that is an intermediary in a transaction involving the offer or sale of securities initiated between May 4, 2020, and August 31, 2020, in reliance on section 4(a)(6) of the Securities Act (15 U.S.C. 77d(a)(6)) by an issuer that is conducting an offering on an expedited basis due to circumstances relating to COVID-19 shall not be required to comply with the requirement in paragraph (e)(3)(i) of this section that a funding portal not direct a transmission of funds earlier than 21 days after the date on which the intermediary makes publicly available on its platform the information required to be provided by the issuer under §§227.201 and 227.203(a).

 

Voting Rights of Securities sold in this Offering

Voting Proxy. Each Subscriber shall appoint the Chief Executive Officer of the Company (the “CEO”), or his or her successor, as the Subscriber’s true and lawful proxy and attorney, with the power to act alone and with full power of substitution, to, consistent with this instrument and on behalf of the Subscriber, (i) vote all Securities, (ii) give and receive notices and communications, (iii) execute any instrument or document that the CEO determines is necessary or appropriate in the exercise of its authority under this instrument, and (iv) take all actions necessary or appropriate in the judgment of the CEO for the accomplishment of the foregoing. The proxy and power granted by the Subscriber pursuant to this Section are coupled with an interest. Such proxy and power will be irrevocable. The proxy and power, so long as the Subscriber is an individual, will survive the death, incompetency and disability of the Subscriber and, so long as the Subscriber is an entity, will survive the merger or reorganization of the Subscriber or any other entity holding the Securities. However, the Proxy will terminate upon the closing of a firm-commitment underwritten public offering pursuant to an effective registration statement under the Securities Act of 1933 covering the offer and sale of Common Stock or the effectiveness of a registration statement under the Securities Exchange Act of 1934 covering the Common Stock.

*Maximum Number of Shares Offered subject to adjustment for bonus shares. See Bonus info below.

Company Perks*

Early Bird

Friends and Family - First 72 hours | 15% bonus shares

Super Early Bird - Next 72 hours | 10% bonus

Early Bird Bonus - Next 7 days | 5% bonus shares

Perks

Tier 1 perk ($250 +) – free month supply of product (2x 16pks)

Tier 2 perk ($500+) - free month supply of product (2x 16pks) + 10% discount for first 3 months

Tier 3 perk ($1000+) - free month supply of product (2x 16pks) + 10% discount for first 6 months + early access to products

Tier 4 perk ($5,000+) - free month supply of product (2x 16pks) + 20% discount for a full year + early access to products

Tier 5 perk ($10,000+) - free 1 year monthly subscription + early access to products + Meet & Greet w/ the CEO + 5% bonus shares

Tier 6 perk ($25,000+) - free 1 year monthly subscription + early access to products + Meet & Greet w/ the CEO + Invitation to Innovation Webinar + 10% bonus shares

Tier 7 perk ($50,000+) - free 1 year monthly subscription + 20% lifetime discount + Meet & Greet w/ the CEO + Invitation to Innovation Webinar + Access to quarterly update webinar + 15% bonus shares

*All perks occur when the offering is completed.

The 10% Bonus for StartEngine Shareholders

The Luving Company will offer 10% additional bonus shares for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. OWNer's bonus.

This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 shares of common stock at $0.92/ share, you will receive and own 110 shares for $92. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.

This 10% Bonus is only valid during the investors eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are cancelled or fail.

Investors will only receive a single bonus, which will be the highest bonus rate they are eligible for.

Irregular Use of Proceeds

The company will not incur any irregular use of proceeds.

Show More
Most recent fiscal year-end:
Prior fiscal year-end:
Total Assets
$89,051.00 USD
$323,702.00 USD
Cash And Cash Equivalents
$9,363.00 USD
$120,164.00 USD
Accounts Receivable
$11,677.00 USD
$795.00 USD
Short Term Debt
$108,151.00 USD
$53,513.00 USD
Long Term Debt
$1,403,097.00 USD
$1,055,400.00 USD
Revenues And Sales
$69,128.00 USD
$4,596.00 USD
Costs Of Goods Sold
$63,997.00 USD
$2,322.00 USD
Taxes Paid
$0.00 USD
$0.00 USD
Net Income
-$636,985.00 USD
-$397,504.00 USD

Risks

A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature. These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration.


Updates

Get to know our founder & mother of three , Ashi Jelinek

3 hours ago

Our founder & creator of KidsLuv, Ashi Jelinek sat down with Thrive Global's contributing writer, Karina Feld to share her thoughts about navigating the business world and being grateful for what you have! Full article here


KidsLuv's new flavor Peach Me, I'm Orange receives AWARD!

7 days ago

We are feeling just peachy over here! Our newest family member, Peach Me, I’m Orange was recently awarded 2020 Top 100 Best New Products by Progressive Grocer. On our way to disrupting the sugar-filled kids drink category and paving the road for more ‘better for you’ drinks for our kids!


Notice of Material Change in Offering

12 days ago

[The following is an automated notice from the StartEngine team].

Hello! Recently, a change was made to the The Luving Company offering. Here's an excerpt describing the specifics of the change:


The Luving Company has updated their campaign with financial statements.


When live offerings undergo changes like these on StartEngine, the SEC requires that certain investments be reconfirmed. If your investment requires reconfirmation, you will be contacted by StartEngine via email with further instructions.

Show More Updates End of Updates

Comments ({{profileCtrl.startup.comments_count}} total)

{{profileCtrl.newComment.body.length}}/2500
Please sign in to post a comment.
{{ profileCtrl.commentsLoading ? 'Loading...' : 'Show More Comments' }}