LFESAVR started as a hangover cure cocktail idea at the best little bar in Soho (London, UK).
The secret bar was hidden in the basement of Blade Soho, where the gentle art of haute hair couture over drinks with one's guests - also known as Hairclubbing - was born.
It was only when our co-founders Julia and Stroo established The Hairclubbing Parlour in Hudson, NY, that the idea to create a seltzer version of the hairclubbing recipe came to life - and LFESAVR arrived.
Sweet sodas are sooo last century. Or two. Our brains are evolutionarily wired to fire up like Christmas tree lights when we taste sugar and fat - but also electrolyte salts!
Sugar and fat binges are no longer desirable or healthy as we (the lucky ones) are no longer calorie-deprived. Electrolyte salts, on the other hand, will always remain very much needed. With more active lifestyles featuring keto and fasting (not to mention an increasingly hot climate), electrolytes are becoming necessary in more convenient and enjoyable forms - because water alone is not enough.
Our mission is to replace unhealthy sugary sodas and cloyingly sweet and syrupy sports drinks with a functional beverage for the 21st century which satisfies that soda craving, but is actually good for us. A lifesaver, if you will.
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