Plus Brand Industries Inc, a leader in the healthy-living and technology-focused consumer packaged goods (CPG) sector, has announced the closing of a significant strategic investment from boxing legend and global entrepreneur Floyd Mayweather Jr. The $30 million equity investment, completed in February, makes Mayweather Jr. a minority shareholder in Plus Brand, which is valued at $143.4 million pre-money. Along with his financial investment, Mayweather has been appointed the new Creative Director and granted a seat on Plus Brand’s Observer Board.
This investment aligns with the company’s vision to promote healthier living, reflecting the values of the “Making America Healthy Again” movement, founded by Robert F. Kennedy Jr., the Secretary of Health and Human Services. Plus Brand, known for its Agua Plus® alkaline water featuring All-Scratch!® technology, continues its mission to improve public health and expand its market presence.
A Game-Changing Investment
Mayweather’s decision to invest in Plus Brand was driven by the company’s innovative approach to product packaging and sustainability. His attraction to the brand started with Agua Plus, particularly drawn to the product’s tagline: “What’s in your water?”—a message that highlights its purity with just water and pink mineral sea salt. However, it was the unique All-Scratch!® technology, a groundbreaking packaging solution, that solidified his decision to invest.
“I’ve been seeing Agua Plus pop up everywhere over the past year,” said Floyd Mayweather Jr. “I initially loved the ‘what’s in your water’ tagline that draws attention to the fact that it’s just water and pink mineral sea salt. The importance of that for athlete hydration can’t be ignored. But the moment I realized what Plus Brand had created with All-Scratch!® technology, I knew right away that this was something that I had to put my money behind. I’m all about putting my money behind opportunities that can really scale.”
Plus Brand’s Breakthrough Technology
At the heart of Plus Brand’s products is the patented All-Scratch!® technology, a biodegradable scratch ink that can be applied to any product label or surface. This allows consumers to mark their products with their own name, initials, or any identifying mark. The technology addresses a significant issue in consumer goods—product confusion—by ensuring that individuals can easily identify which item belongs to them, reducing the risk of accidentally selecting someone else’s product.
This technology isn’t just a convenience; it’s also a powerful tool in combating the global issue of waste and contamination. According to recent research from BCC Research and national surveys, confusion over products is a leading contributor to food and beverage waste. The All-Scratch!® technology provides a sustainable solution to this problem, offering protection against germs and viruses while also serving a fun, interactive purpose. The scratch mark remains intact under various environmental conditions, including water, ice, heat, and sun exposure, ensuring lasting visibility.
A Strategic Partnership with Global Implications
The strategic partnership with Floyd Mayweather Jr. is not only a financial boost for Plus Brand but also an opportunity to scale globally. Mayweather’s worldwide influence and extensive network open up new avenues for growth, including the potential for expanding the licensing of All-Scratch!® technology to other consumer goods sectors. This partnership is a validation of Plus Brand’s potential, as it continues to drive innovation in the beverage industry and beyond.
“This exciting new equity partnership with Floyd Mayweather ultimately came about because of the powerful way our technology and the solution it provides immediately resonated with him,” said Chad Willis, Plus Brand Founder and CEO. “Floyd’s desire to participate in what we are building is a massive validation of the opportunity in front of Plus Brand. My dream from the beginning has been to build something that leaves a huge dent in the universe to create a legacy of innovation through quality products and technologies that make the world a better place.”
Expansion and Distribution Plans
Following the closing of this investment, Plus Brand has been working on securing additional retail and distribution partnerships. The partnership with KeHE Distributors is a key step in facilitating the national distribution of Agua Plus, with the goal of reaching 50,000 stores by the end of 2025. This new investment will also fund the release of several new Plus Brand products, which are set to launch in the spring.
“We have done so much work behind the scenes to lay the foundation, and now Plus Brand is positioned to step into the full realization of the opportunity that is before us,” said Willis. “We’ve had so many meaningful conversations that demonstrate the impact we can have with All-Scratch!®… Over the next 12-18 months, as we leverage the relationships now open to us through Mr. Mayweather, the market will finally see what we have always known as the potential of Plus Brand to be true.”
Addressing Waste and Confusion on a Global Scale
Plus Brand’s All-Scratch!® technology is poised to make a significant impact not only in consumer goods but also in addressing the global waste epidemic. Reports from the World Wildlife Fund and ReFED have highlighted the enormous waste caused by confusion, especially in school and food service settings. For instance, over 45 million gallons of milk are wasted annually in schools alone, much of it due to confusion over similar-looking products. The BCC research confirmed that confusion contributes to a substantial portion of the food and beverage waste in the U.S., which totals $473 billion annually.
The increased visibility brought by Mayweather’s involvement will help further promote All-Scratch!® as a meaningful solution to this widespread issue. Plus Brand plans to license the technology to other brands in sectors impacted by confusion, thus driving revenue while simultaneously contributing to waste reduction goals.
For retailers interested in carrying Agua Plus or exploring licensing opportunities for All-Scratch!®, Plus Brand invites them to reach out via email at info@plusbrand.com. The company is committed to supporting its wholesale partners with localized marketing and national brand awareness campaigns to build demand in their respective regions.
