Deals
BAT Joins Tobacco’s Health Push With Energy-Drink Investment
- Tru Inc. says drinks help with energy, concentration or sleep
- Big Tobacco diversifying as smoking in developed world falls
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British American Tobacco Plc invested in startup Tru Inc., a maker of energy and wellness drinks, as the owner of Lucky Strike cigarettes joins a health push amid efforts to move away from tobacco and nicotine.
BAT’s corporate-venture unit Btomorrow Ventures led a funding round of about $3.5 million in Natick, Massachusetts-based Tru. The company sells sparkling beverages as well as effervescent tablets that it says help with energy, concentration or sleep.