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US-based functional beverage brand Roar Organic has announced a new $10 million investment from CPG investor Factory. Roar said the funding will be used to solidify its position as a category growth driver via strategic and influential partnerships as well as bolstering its distribution network and ensuring broader consumer accessibility across the US. The brand said it ended 2023 as the US’s number one flavoured non-carbonated water and sports drink brand in the natural channel. Keith Caldwell, partner at Factory, said: "From the moment we first encountered Roar, we knew there was something special here. Our continued investment reflects our unwavering belief in the team, their vision, and their ability to disrupt the beverage industry." Roar Organic’s CEO Bill Lange added: "2023 was a fantastic year for the brand, but we believe we're just getting started. Our on-trend product portfolio aligns with the shifting consumer preferences towards healthier, functional yet great tasting beverages – and we couldn't be more confident in our ability to continue to make significant impact."