Cure Hydration founder and CEO Lauren Picasso had to come up creative ways to get the company’s fruit-flavored products into shoppers’ baskets because of the pandemic.
Cure Hydration’s lucky break came at a strange time.
Walmart, CVS and Amazon-owned Whole Foods began carrying the start-up’s fruit-flavored hydration powder during the pandemic. Yet boxes and packets of the electrolyte drink often lingered in the back of stores as busy employees tried to replenish shelves with high-demand items like hand sanitizer and paper towels. Its major sales driver — offering free samples at sports events like triathlons or after class at fitness studios — came to a halt. Customers…