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The Category Was Already Crowded. Melting Forest Bet on a Gap Instead.
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Most functional beverage brands cut cost out of the can to protect margin. Melting Forest added a patented, clinically studied ingredient instead, one better known in sports nutrition than in a mushroom-covered sparkling water, and built the whole brand around a customer legacy energy drinks weren't talking to. Founder Sean McDonald explains what that decision actually cost, and why it paid off.