AURA

Over het initiatief / About the initiative

In welke fase zit jouw initiatief? / In what stage is your initiative?

Startupfase

Heb je jouw initiatief al gevalideerd? / Did you validate your initiative?

Yes, we’ve validated AURA through direct feedback from our target audience, students. We conducted surveys and interviews, organized product tastings, and collected over 100 responses confirming a clear demand for a healthier, affordable, and effective hydration-energy alternative. We also collected over 70 pre-sign ups to our website, gathered over 100k views on our Instagram platform in 2 weeks, and received overwhelmingly positive feedback on both the taste and functionality of our products. This validation has confirmed product–market fit and encouraged us to move forward with production and launch.

Meer informatie over jouw initiatief / More info about your initiative

AURA was born out of a simple but powerful insight: students are constantly juggling long days, mental fatigue, and inconsistent eating habits, yet the most common solutions are unhealthy sugary energy drinks or terrible coffees that offer only short-term relief with potential caffeine-induced jitters, anxiety and terrible energy crashes. We knew there had to be a better way to stay hydrated, focused, and energized, without compromising health or budget. That’s why we created AURA: the first electrolyte brand in the Netherlands made specifically for students.

Each AURA sachet is designed to be dissolved in half a liter of water, transforming an ordinary drink into a functional, refreshing boost. We offer two clean, effective formulas: our caffeinated blend delivers sustained energy, sharper focus, and mental endurance for demanding days, containing 75mg of caffeine and 62mg of L-theanine – a key stimulant present in green-teen, that when combined with caffeine and electrolytes, smooths out and prevents the typical coffee side effects: anxiety, jitters and an energy crash.

Our caffeine-free version is perfect for daily hydration, recovery post gym-sessions or recovering from a rough night-out, especially important given how many students struggle with unbalanced diets that don’t meet basic electrolyte needs.

What makes AURA different is our commitment to health and transparency: our products contain no sugars, only all-natural ingredients, and just 3 calories per serving. We believe that hydration shouldn’t be exclusive to athletes, it’s a daily necessity for everyone, especially students who are expected to perform mentally, physically, and socially at their best.

Developed in partnership with certified manufacturers and shaped by direct input from our peers, AURA is more than just a product, it’s a student-led initiative to redefine wellness on campus. We’re here to make hydration easy, accessible, and part of a smarter, healthier student lifestyle.

Wat is er anders/nieuw aan jouw idee/oplossing t.o.v. bestaande oplossingen? / What is different/new about your idea/solution compared to existing solutions??

As previously mentioned, what sets AURA apart is that our formula is specifically tailored to the nutritional needs and lifestyle of students. Unlike typical energy or sports drinks that are often loaded with sugars and unnecessary carbs, AURA is sugar-free, made with all-natural ingredients, and contains only 3 calories per serving.

Our electrolyte blend is uniquely balanced for student diets: we include lower amounts of sodium, since students often already consume excess salt through processed food, and instead prioritize higher levels of potassium and magnesium. minerals many students lack, but which are essential for hydration, focus, and energy regulation. Every detail of our formulation has been designed with the modern student in mind.

Our caffeinated sachet instead contains L-theanine, a stimulant rarely found in other solutions, used to smooth out and prevent caffeine-induced side-effects.

Wat zijn jouw volgende stappen om het verder te ontwikkelen? / What are your next steps to develop the initiative?

Our next steps focus on expanding both reach and impact.

First, we’ll officially launch AURA in September. We’re currently in talk with university gyms, campus bars, sports associations and TOP week – all to ensure a full-throttle launch in September.

At the same time, we’ll ramp up our marketing efforts through guerrilla campaigns, social media, and student ambassador programs to grow brand awareness, within initially just Tilburg, but then expanding to other campuses. We also plan to gather ongoing user feedback to refine our formulas and introduce new flavors.

Wat heb je nodig om (nog meer) impact te maken met dit initiatief? / What do you need to make (more) impact with this initiative?

To make a greater impact, we need increased visibility and support in scaling our distribution. Specifically, we’re looking for strategic partnerships with universities, student associations, social-media influencers and on-campus vendors to bring AURA directly to where students live, study, and train. We also need funding to support larger production runs, expand our marketing efforts, and possibly invest in sustainable packaging. Finally, mentorship and guidance from experienced founders or industry experts would help us navigate growth while staying true to our mission of improving student health and performance through smarter hydration.