Sunrise takes minority stake in Kill Cliff

Kill Cliff, a maker of clean sports beverage products, has secured an undisclosed amount of funding. The investor was Sunrise Strategic Partners.


BOULDER, Colo., Aug. 10, 2017 /PRNewswire/ — Sunrise Strategic Partners (“Sunrise”), a Boulder, CO-based accelerator of emerging brands co-founded by Steve Hughes and Trilantic North America, today announced a minority investment in KILL CLIFF, a leading clean recovery and hydration sports drink. This is the eighth investment for Sunrise since it launched in 2016.

Todd Ehrlich, a former Navy SEAL, created KILL CLIFF as a healthier and better tasting alternative to soda, sports drinks and other post workout beverages. With a clean ingredient label, electrolytes, B vitamins, no sugar and 15-20 calories, KILL CLIFF is a popular beverage choice after workouts, long days, or whenever quitting is not an option. The brand is an Official Partner of the Navy SEAL Foundation and embodies the determination and grit to endure through training, competition, and everyday life.

“The KILL CLIFF brand has a loyal and passionate following and has been fortunate to grow quickly. We make low calorie, no sugar, recovery drinks that deliver on great taste,” Joe Driscoll, CEO of KILL CLIFF. “The Sunrise team brings deep experience and we are excited to work with them to expand our distribution and introduce more people to the KILL CLIFF brand and mentality.”

“It’s been our mission since day one to become the largest contributor to the Navy SEAL Foundation,” said Todd Ehrlich, Founder of KILL CLIFF. “Coming from that community, it was important to me to not only build a brand that delivers on workout recovery but gives back in a meaningful way. We are proud to donate a portion of our sales of KILL CLIFF to support the Navy SEAL Foundation.”

“Born in the Navy SEALs and raised in CrossFit gyms, KILL CLIFF has demonstrated a clear brand proposition and loyal following. We believe the product’s clean ingredient label will appeal to a wide range of consumers, and we are excited to team up with KILL CLIFF to help them expand the brand’s footprint in more gyms and grocery stores,” said Steve Hughes, CEO and co-founder of Sunrise Strategic Partners. “Sunrise is honored and excited to partner with a brand committed to creating the next generation of sports drinks while giving back to America’s elite warriors and their families.”

KILL CLIFF recently launched ‘KILL THE QUIT’, a motivational ad that is part of a larger campaign that plays on both the KILL CLIFF brand name and its focus to inspire and support not just our country’s warriors but anyone with a warrior mindset to achieve their goals.

The investment from Sunrise will allow KILL CLIFF to increase distribution and support marketing efforts to reach new consumers. A leading brand in CrossFit gyms, USA Weightlifting gyms, Vitamin Shoppe, GNC stores, and a favorite at stores on Navy and Marine Corps bases, KILL CLIFF is also available at Amazon, Whole Foods, Kroger, Hy-Vee, and other retailers. This marks the eighth investment for Sunrise, a brand accelerator that provides growth capital and expertise to early stage health and wellness brands to support their development, add strategic value and share guidance on tactical priorities.

Founded and created by a Navy SEAL with the spirit of giving back to the community, KILL CLIFF® makes clean sports beverage products. KILL CLIFF Recovery Drinks deliver clean recovery, providing the hydration and nutrients without all the junk so many beverages have today. Headquartered in Atlanta, the KILL CLIFF team includes civilians and accomplished military veterans, and is absolutely committed to serving and supporting the Navy SEAL community. KILL CLIFF honors the dedication and sacrifice made by these warriors and their families by donating a portion of the proceeds through their Official Partnership with the Navy SEAL Foundation. KILL THE QUIT™. Visit and follow KILL CLIFF on Facebook, YouTube, and Instagram @killcliff.

About Sunrise Strategic Partners
Sunrise Strategic Partners, LLC (“Sunrise”), based in Boulder, Colorado, provides growth capital and expertise to emerging brands in the healthy, active and sustainable living space that resonate with millennials, have a strong proof of concept and have reached approximately $10-$20 million in revenue. The Sunrise team is deeply experienced in scaling brands and supports these investments by adding strategic value and guidance on tactical priorities. Sunrise Strategic Partners was founded by Steve Hughes, founder of Boulder Brands, in partnership with Trilantic North America, a leading private equity firm. For more information, visit

About Trilantic North America
Trilantic Capital Management L.P. (“Trilantic North America”) is a private equity firm focused on control and significant minority investments in North America. Trilantic North America’s primary investment focus is in the business services, consumer, energy and financial services sectors. Trilantic North America currently manages four private equity fund families with aggregate capital commitments of $5.9 billion. For more information, visit