Gibisch founders invest in Hye

The start-up Hye offers drinks and adds plant-based nutritional supplements to them. The Gibisch brothers have now invested.

Some celebrities invest, others start companies themselves. The latest example: Cathy Hummels has launched the beverage start-up Hye. Involved are the brothers Denis and Daniel Gibisch, who founded the organic soup start-up Little Lunch together and were also seen with it in the Vox show "Die Höhle der Löwen" in 2015. It was only this year that they sold their company and have since been active as investors; Hye is their first investment. At the start-up, they reunite with their former CFO Andre Klan, who joins Hummels as a founder.

Hye offers drinks in a variety of flavors with herbal boosters Adaptogene and Nootropics, which are said to be stress-relieving and relaxing. Adaptogens are also known as winter cherries and are said to increase concentration, while nootropics are said to boost the production of the hormones serotonin and dopamine. So far, there are four flavors, with more to come. However, the ingredients are controversial, according to a report in the Gießener Allgemeine.

However, the quartet obviously sees an opportunity for Hye: Klan had the idea for the start-up, the Gibisch brothers have been involved as investors from the beginning and Hummels supports as co-founder with her reach in the social networks.

The start-up could thus also become a competitor to the start-up Air up, which is not trying to make water more palatable with nutritional supplements, but with scent pads.