Beyoncé, fresh off one of the most elaborate record promotions in music history, is investing in a three-year-old startup that sells watermelon water, becoming the latest celebrity to take a more entrepreneurial approach to endorsements.
The entertainer on Tuesday announced an investment in World Waters LLC, which produces a sports drink made with watermelon juice processed at high pressure. The deal adds to Beyoncé’s wellness-focused business portfolio, which also includes athletic-apparel line Ivy Park and an investment in 22 Days Nutrition, a vegan-diet kit.
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