AMASS Brands Group has entered an agreement to acquire a majority interest in HpO, a producer of sparkling protein water. The move is intended to broaden the company’s functional hydration and protein-focused offerings within the US market.
AMASS, which currently holds an approximately 15% stake in HpO, intends to acquire an additional controlling interest to bring its total ownership to approximately 50.0001% on a fully diluted basis. Consideration for the transaction will be paid in shares of AMASS common stock, based on the trailing 21-day volume-weighted average price at the closing date.
The agreement includes a three-year option for AMASS to acquire the remaining interest in the brand. The transaction is subject to the execution of definitive agreements and customary closing conditions.
HpO’s product line consists of sparkling water infused with 5g of plant-based protein, zero sugar, and no artificial sweeteners. The brand is positioned as a daily-use beverage rather than a specialised post-workout supplement, intended to integrate into routine water consumption.
The acquisition reflects shifting demand within the functional beverage sector, where market data indicates a rise in interest for high-protein, low-sugar options. This shift is being influenced by the widespread adoption of GLP-1 medications, which have changed consumer priorities regarding caloric intake and protein consumption.
Projections suggest the US protein water market could reach $1.96 billion by 2034, with the sparkling segment experiencing a compound annual growth rate of 12% to 14%.
AMASS intends to integrate HpO into its existing distribution infrastructure and retail network to facilitate national expansion. This acquisition follows the launch of AMASS Electrolyte Mixers in June 2026 and aligns with the company’s broader strategy of investing in emerging functional beverage categories.
The move follows AMASS's recent investment in the hemp-derived beverage brand Afterdream, suggesting a continued focus on building a diversified platform of functional products designed to meet evolving consumer consumption patterns.
.jpg)
