The maximum investment is undisclosed, but Capital Q Velocity, the investment firm’s business accelerator, has committed to investing or securing the needed co-investors for Nur to close the company’s current and future funding rounds.
“We’re seeing a shift from consumption to optimization,” said Michael Quatrini, founder and CEO of Capital Q Ventures. “Consumers no longer just want to hydrate. They want to improve how their body functions. That means better absorption, better utilization and products that integrate into daily performance routines.”
He added that the legacy hydration category was built around occasions, while the next wave is built around outcomes and habit formation. Nur develops clear, high-absorption protein mixes for use in standard water bottles, offering an alternative to traditional powder-based supplements.
“If a product consistently improves how you feel or perform, it stops being discretionary and becomes embedded,” Quatrini said. “Nur is aligned with that shift. They’re building for repeat physiological value, not just repeat purchase.”
High-quality protein
Nur uses fermented Beta-Lactoglobulin (BLG), the main protein found in whey and is considered one of the highest-quality protein sources.
Compared to traditional whey proteins, BLG has a more robust essential amino acid profile, particularly leucine, which is key in muscle protein synthesis. Designed for high solubility and efficient absorption, Nur delivers a complete protein in a light, hydration-based format that integrates well into daily routines, the company said in a statement.
“We’re not in the business of backing incremental hydration products, we look for underlying biological advantages that can redefine a category,” Quatrini noted. “BLG is interesting because it introduces a functional transport mechanism into hydration. Traditional products focus on fluid and electrolyte replacement; BLG has the potential to improve how the body actually absorbs and utilizes what it’s given. That’s a fundamentally different value proposition.”
According to the investment firm, Nur’s molecule-driven approach to hydration is different than Gatorade-like products. Rather, it is a new platform with a unique branding layered onto commodity inputs. That kind of scientific foundation is often overlooked early but is exactly where breakout categories tend to start, Quatrini added.
“Nur is a good example of a platform that could be underestimated at first glance,” he said. “If Nur is correct and BLG continues to validate across hydration and absorption, it has the potential to extend well beyond a single product into a broader performance nutrition stack.”
According to the investment firm, the legacy hydration category was built around occasions, while the next wave will be grounded in outcomes and habit formation.
Nur said it is also exploring opportunities within the medical and wellness spaces, supported by trends in GLP-1 adoption, digestive health awareness and an increased emphasis on protein quality.
