On its route to becoming more health conscious and moving away from tobacco, British American Tobacco Plc (BAT) has invested in Tru Inc., a producer of energy and wellness drinks, reports Bloomberg.

Btomorrow Ventures, which is a corporate venture unit of British American Tobacco (BAT), has invested USD 3.5 million in Tru which sells sparkling beverages and tablets that are said to help with energy, concentration or sleep.
Tru was founded by former professional hockey player Jack McNamara and its products are sold in 500 stores across the United States. Btomorrow Ventures’ portfolio already includes several beverage brands aimed at enhancing consumers’ health and is a further step for BAT as it continues its transformation by investing in health and wellness, functional ingredients and science and technology, reports Bloomberg.
“We want to turn Tru into a challenger brand to the billion-dollar players like Red Bull and Vitamin Water,” said Tru Chief Executive Officer Jack McNamara.