I initially created Stur for my wife, so she could drink more water naturally while pregnant with our twin girls. We are a family-run company, passionate about better health. Our mission is to help millions of people drink more water, and we're really proud of developing a good-tasting product without any artificial sweeteners, flavor or colors.
Finally I asked a food scientist friend to help me create a liquid blend of natural fruit flavors and natural stevia leaf extract to squeeze in water. It took us over a year and hundreds of different formulations to land upon a blend that tasted better than most bottled sugary drinks (and we’re still tinkering to perfect it)! I called our special blend “Stur” and proudly wrote on our hand-drawn label that it had 0 calories, 0 sugar, 7 essential vitamins, and NO artificial sweeteners, colors or flavors. (That initial label was hand-drawn by yours truly, and I can’t tell you how many loving comments I’ve gotten since on just how little artistic talent I have).
When I first told my family and close friends about Stur, they told me I was crazy to launch a product in this category, competing with established, multi-billion dollar companies. Then they tried Stur. They still told me I was crazy, but they also admitted that Stur tasted fantastic. I counted that as a saving grace. Entrepreneurs have to be somewhat crazy to start something, and I’m probably crazier than most. But I could never have started this business without my wife’s incredible support – that has been the constant.
In the weeks and months since, our family and friends couldn’t get enough of Stur. We were spending nights and weekends making it for others, and that really pushed us to share our secret.
The first time Stur got into a health food store was in December 2012. When that first store owner tasted Stur and said "I love it, we'll take several cases" – I almost couldn’t believe it. It was an incredible feeling, having something you created in your kitchen selling in a store – just magical! I actually didn’t bring enough product with me that first time out to fulfill the order, I had to go back home and bring some more. Since then, we’ve started selling Stur in a variety of online and offline retailers, as well as on the home shopping channels. We got into every outlet through cold-calls and pounding the pavement; it's hard work but we thank our customers for keeping it going.
The name "STUR" is relevant to the drink mix category, but it actually stands for "Savor The Ultimate Reason."
It took my wife and I over 3 years to get pregnant – and during the tough times, we used to tell each other to remember our ultimate reason – to build a family. For our customers trying to lose weight, manage diabetes, or just be healthier and drink more water everyday – whatever your ultimate reason, we hope you stay confident and that Stur helps you reach your goals as it did ours.