Founder Spotlight: Holden Rouse (AVVIKA)
Meet Holden Rouse:
AVVIKA is a caffeine-free alternative energy drink crafted with plant-based extracts to deliver the same uplifting experience as a caffeinated beverage—without the harmful side effects. Our incredible, city-themed flavors celebrate travel and adventure, offering a symbolic way to recharge and escape the stress of everyday life.
Location:
Irvine, California, USA
When did you launch the business?
September 2024
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Startup Stage?
Seed
What led you to where you are today?
After 15 years of developing beverages for top CPG brands and leading global launches, I saw a major gap in the market: energy doesn’t have to mean caffeine. I was driven to create a solution that delivers the same uplifting experience without harmful stimulants. Through extensive research on over 100 ingredients, I crafted the perfect blend, proudly showcased right on our cans for full transparency.
What do you wish you knew before embarking on your entrepreneurial journey?
Transitioning from the ingredient space to CPG, I quickly realized how important it is to understand the industry’s terminology and acronyms. Taking the time to thoroughly research and learn the language is essential—you don’t want to miss out on valuable feedback simply because you’re unfamiliar with the jargon.
What is the most difficult decision you've had to make regarding your business so far?
Choosing the right manufacturer was the toughest decision. Many co-manufacturers don’t market themselves well, and those willing to work with first-run brands can be hard to find—and even harder to trust. It’s crucial to go the extra mile, ask the tough questions, and risk seeming uninformed in a meeting, because that’s far better than ending up with a bad deal that could jeopardize everything.
What can you help the VEGPRENEUR community with?
With 15+ years of experience in the ingredient space and an extensive network of contacts, I’ve worked on everything from protein bars and milk alternatives to pre-workout powders and candy. The VEGPRENEUR community is always welcome to reach out to me with ingredient questions, supplier recommendations, or insights on natural flavors.
How can the VEGPRENEUR community help you?
We’ve had an incredible launch, with above-average store activation, strong velocities during demos, and recognition from BevNET, the World Plant-Based Innovation Awards, BevSource/Startup CPG, and more. As we build on this early success and prepare to scale with larger retailers, we’re looking to connect with the community’s investors to help bring our caffeine-free energy solution to the masses in 2025.
Fun fact about you:
Before studying food science in college, I was trained in classical French culinary arts, which I believe is vital to my ability to be creative on the bench when developing new products.
Anything else you would like to share?
AVVIKA’s love for travel and adventure is a deep passion of mine and our founding team. I’ve always enjoyed learning about new cultures and foods, and being able to share that through our branding is something I truly cherish. Whether it’s the adventurous spirit of our brand or the fact that you can get a great energy boost without caffeine, I really encourage you to try AVVIKA—I truly believe you’ll love it!
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