As filed the Securities and Exchange Commissionon January 21, 2022

Registration No. 377-

UNITEDSTATES SECURITIES AND EXCHANGE COMMISSION

Washington,DC 20549

FORMS-1

REGISTRATIONSTATEMENT UNDER THE SECURITIES ACT OF 1933

SOSHYDRATION INC.

(Exactname of registrant as specified in its charter)

Agentfor Service of Process

CogencyGlobal Inc.

1325J Street, Suite 1550
Sacramento, CA 95814

(888)600-9540

(Name,address, including zip code, and telephone number, including area code, of agent for service)

Approximatedate of commencement of proposed sale to the public:

Fromtime to time after this registration statement is declared effective.

Ifany of the securities being registered on this form are to be offered on a delayed or continuous basis pursuant to Rule 415 underthe Securities Act of 1933, check the following box: ☒

Ifthis form is filed to register additional securities for an offering pursuant to Rule 462(b) under the Securities Act, check thefollowing box and list the Securities Act registration statement number of the earlier effective registration statement for thesame offering. ☐

Ifthis form is a post-effective amendment filed pursuant to Rule 462(c) under the Securities Act, check the following box and listthe Securities Act registration statement number of the earlier effective registration statement for the same offering. ☐

Ifthis form is a post-effective amendment filed pursuant to Rule 462(d) under the Securities Act, check the following box and listthe Securities Act registration statement number of the earlier effective registration statement for the same offering. ☐

Indicateby check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer, or a smallerreporting company or an emerging growth company. See the definitions of “large accelerated filer,” “acceleratedfiler,” “smaller reporting company” and “emerging growth company” in Rule 12b-2 of the ExchangeAct.

Ifan emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period forcomplying with any new or revised financial accounting standards provided to Section 7(a)(2)(B) of the Securities Act. ☐

CALCULATIONOF REGISTRATION FEE

Theregistrant hereby amends this registration statement on such date or dates as may be necessary to delay its effective date untilthe registrant shall file a further amendment which specifically states that this registration statement shall thereafter becomeeffective in accordance with Section 8(a) of the Securities Act of 1933 or until the registration statement shall become effectiveon such date as the Commission, acting pursuant to Section 8(a) may determine.

EXPLANATORYNOTE

Thisregistration statement contains two forms of prospectus. One form of prospectus, which we refer to as the initial public offeringprospectus, is to be used in connection with an initial public offering of $[        ] worth of our common stock and warrants (plus anover-allotment option for an additional $[         ] worth of common stock and/or warrants). The other form of prospectus, which we referto as the resale prospectus, is to be used in connection with the potential resale by certain selling stockholders of an aggregateof 378,981 shares of our common stock issuable upon exercise of warrants issued by us in private placement offerings. The initialpublic offering prospectus and the resale prospectus will be identical in all respects except for the alternate pages for theresale prospectus included herein which are labeled “Alternate Page for Resale Prospectus.”

SOSHYDRATION INC.

[           ] Units, Each Consisting of One Share of Common Stockand

OneWarrant to Purchase One Share of Common Stock

(Includingthe Shares of Common Stock Issuable Upon Exercise of such Warrants)

Thisis an initial public offering of securities of SOS Hydration Inc. We are offering in a firm commitment public offering units,or Units, each consisting of one share of our common stock and one warrant to purchase one share of our common stock, or each,a Warrant, in an initial public offering. No public market currently exists for our common stock or the Warrants comprising theUnits. The estimated initial public offering price per Unit is between $[           ] and $[           ] per share, and the number of Units offeredhereby is based upon an assumed offering price of $[           ] per Unit, the midpoint of such estimated price range. The Units have nostand-alone rights and will not be certificated or issued as stand-alone securities. The common stock and Warrants are immediatelyseparable and will be issued separately in this offering. Each Warrant offered hereby is immediately exercisable on the date ofissuance at an exercise price of $           per share of common stock (which shall not be less than 100% of the public offering price perUnit), and will expire five years from the date of issuance.

Wehave applied to list our common stock and Warrants on the Nasdaq Capital Market (“NASDAQ”) under the symbols “SOSH”and “SOSHW”. No assurance can be given that our application will be approved. If our common stock and Warrants arenot approved for filing on NASDAQ, we will not consummate this offering.

Weare an “emerging growth company,” as that term is used in the Jumpstart Our Business Startups Act of 2012 (the “JOBSAct”) and, under applicable Securities and Exchange Commission (“SEC”) rules, we have elected to take advantageof certain reduced public company reporting requirements for this prospectus and future filings. See “Prospectus Summary– Implications of Being an Emerging Growth Company.”

Investing in our securitiesis highly speculative and involves a high degree of risk. See “Risk Factors” beginning on page 12 of this prospectusfor a discussion of information that should be considered in connection with an investment in our securities.

Neitherthe Securities and Exchange Commission nor any state securities commission has approved or disapproved of these securities orpassed upon the adequacy or accuracy of this prospectus. Any representation to the contrary is a criminal offense.

We have granted the representativeof the underwriters an option, exercisable within 45 days from the date of this prospectus, to purchase from us, up to an additional          shares of common stock at the public offering price of $           per share and/orup to an additional           Warrants to purchase up to          shares of common stock at the public offering price of $           per Warrant, less,in each case, the underwriting discounts and commissions, to cover over-allotments, if any. If the representative of the underwritersexercises the option in full, the total underwriting discounts and commissions payable will be $          , and the total proceeds to us, before expenses, will be $ .

Delivery of the securities comprisingthe Units is expected to be made on or about , 2022.

Sole Book Running Manager

Maxim Group LLC

The date of this prospectus is January 21, 2022

TABLEOF CONTENTS 

AboutThis Prospectus

Youshould rely only on the information contained in this prospectus or in any related free-writing prospectus. We and the underwritershave not authorized anyone to provide any information or to make any representations other than those contained in this prospectusor in any free writing prospectus prepared by us or on our behalf or to which we have referred you. We take no responsibilityfor, and can provide no assurance as to the reliability of, any information that others may give you. This prospectus is an offerto sell only the shares of common stock offered hereby, but only under circumstances and in jurisdictions where it is lawful todo so. We are not making an offer to sell these shares of common stock in any jurisdiction where the offer or sale is not permittedor where the person making the offer or sale is not qualified to do so or to any person to whom it is not permitted to make suchoffer or sale. The information contained in this prospectus is current only as of the date of the front cover of the prospectus.Our business, financial condition, operating results and prospects may have changed since that date.

Personswho come into possession of this prospectus and any applicable free writing prospectus in jurisdictions outside the United Statesare required to inform themselves about and to observe any restrictions as to this offering and the distribution of this prospectusand any such free writing prospectus applicable to that jurisdiction. See “Underwriting” for additional informationon these restrictions.

Industryand Market Data

Unlessotherwise indicated, information in this prospectus concerning economic conditions, our industry, our markets and our competitiveposition is based on a variety of sources, including information from third-party industry analysts and publications and our ownestimates and research. Some of the industry and market data contained in this prospectus are based on third-party industry publications.That information involves a number of assumptions, estimates and limitations.

Theindustry publications, surveys and forecasts and other public information generally indicate or suggest that their informationhas been obtained from sources believed to be reliable. None of the third-party industry publications used in this prospectuswere prepared on our behalf. The industry in which we operate is subject to a high degree of uncertainty and risk due to a varietyof factors, including those described in “Risk Factors” in this prospectus. These and others factors could cause resultsto differ materially from those expressed in these publications.

Trademarks

SOSHydration, the SOS Hydration logo, and other trademarks or service marks of SOS Hydration appearing in this prospectus are theproperty of SOS Hydration Inc. This prospectus also includes trademarks, tradenames and service marks that are the property ofother organizations. Solely for convenience, trademarks and tradenames referred to in this prospectus appear without the ^®and ™ symbols, but those references are not intended to indicate, in any way, that we will not assert, to the fullestextent under applicable law, our rights, or that the applicable owner will not assert its rights, to these trademarks and tradenames.We do not intend our use or display of other companies’ trade names, trademarks or service marks to imply a relationshipwith, or endorsement or sponsorship of us by any other companies.

PROSPECTUS SUMMARY

The following summary highlightsselected information appearing elsewhere in this prospectus and does not contain all of the information that you should consider beforemaking your investment decision. To understand our business and this registration statement fully, you should read this entire prospectuscarefully, including the section called “Risk Factors” beginning on page 12, and the financial statements and the relatednotes beginning on page F-1. When we refer in this prospectus to “SOS,” the “Company,” “our company,”“we,” “us” and “our,” we mean SOS Hydration Inc., a Nevada corporation. This prospectus containsforward-looking statements and information relating to the Company. See “Cautionary Note Regarding Forward Looking Statements”on page 10.

Overview

SOS Hydration, Inc. is a high-growth company in the hydration category that provides products with 1/10^th of the amount of sugar found in traditional sports drinks. SOS specializes in providing electrolyte-enhanced products to consumers and organizations worldwide. The founders used the base line formula the World Health Organization (“WHO”) developed and labeled as an oral rehydration solution. SOS’s proprietary formulation improves on the WHO’s oral rehydration solution formula by lowering the sugar content, optimizing the added electrolytes for active lifestyles, and including the minerals zinc and magnesium. SOS’s products balance low sugar content with high electrolyte concentration to activate the sodium glucose cotransport system which is the body’s mechanism for transporting water and electrolytes into its cells.  SOS’s proprietary formulation is focused on low sugar content and fast electrolyte absorption to combat the debilitating effects of dehydration and SOS’s products are hypotonic, meaning that electrolytes can rapidly and efficaciously enter the bloodstream for optimal rehydration results. We offer our products in powder form in five flavors and ready-to-drink bottles in three flavors. Our products are distributed across the U.S. and U.K through a diverse network of major retailers in the food, drug, mass, natural and ecommerce channels. We believe that consumers increasingly select beverage products based on perceived health benefits, natural ingredients and with general wellness in mind, all of which have benefited the SOS brand and resulted in the establishment of the hydration category.

TheCompany seeks to impact social change by educating and addressing the needs of consumers to enable healthier lifestyles. All of our productshave less sugar than that of competitive brands, while providing the same or better levels of electrolyte replacement. Consumers can purchaseour products through ecommerce channels, including the Company’s own websites, and at 12,000 brick-and-mortar retail stores includingWalmart, CVS, Kroger (and its subsidiaries), Whole Foods and other retail locations.

Our mission is to be the world’s leading hydration company by providing the very best products through a commitment to research, innovation and creating enduring social impact. We seek to do this by inspiring and supporting active lifestyles, health, and well-being worldwide through providing the most effective and highest quality hydration products. Our products reduce fatigue, provide long lasting energy, aid mental acuity and concentration, and boost immunity, as a result of our hypotonic, low-sugar formulation that helps you maximize performance even when indulging in dehydrating vices. Our mission is founded on the following core principles

SOS began in retail with a 6-store test in Kroger and is now national with Walmart and CVS. We benefit from sustained shifts across the liquid refreshment beverage market, as consumers move from sugary sports drinks to healthier options. Consumers are becoming more health conscious and focused on reducing sugar in their diets and are increasingly averse to products high in synthetic sugar alternatives. We believe that these shifts represent a significant change in consumer habits around the world. Our low-sugar, health-focused hydration products support positive social impact and SOS is positioned to appeal to a broad range of consumer needs in our current markets and beyond.

Consumerscan purchase our products in both brick and mortar and ecommerce channels. SOS was initially distributed in select Kroger locations, andwe have now expanded to approximately 12,000 retail locations, including approximately 6,900 CVS locations and 4,000 Walmart locationsin the U.S. We have expanded our presence online through our webstore and into other ecommerce channels including Amazon, Target.com andWalmart.com. Online sales represented 24% of our revenue for the nine months ended September 30, 2021 and a majority of online sales arecurrently completed through the SOS website, resulting in higher margins. Our presence in high profile bricks and mortar locations hascreated a platform for SOS product awareness, trial, and engagement with SOS’s educational website and webstore purchasing option.

Ourbusiness is supported by a flexible and efficient supply chain that currently has the capacity to support our continued growth. SOS powderand ready-to-drink beverages are produced and distributed through a third-party contract manufacturer and multiple distribution centers.We have strong, long-standing relationships across our supply chain, creating an expansive supply network with large capacity for continuedgrowth.

We haveexperienced significant sales growth over the past two years, increasing our gross revenues from approximately $900,000 for the year endedDecember 31, 2018 to approximately $1,780,000 for the year ended December 31, 2020. Our powder and ready-to-drink accounted for 96.8%and 3.2% of sales, respectively, for the nine months ended September 30th, 2021. We believe there is significant room for growth for ourready-to-drink offering in our existing retail markets and we intend to continue to invest in innovation, new product development, supplychain capabilities and marketing initiatives, as we believe the demand for our products will continue to increase globally across bothbrick and mortar and ecommerce channels. We also believe that our asset light model (see “Our Strengths - Asset Light and ScalableBusiness Model”, below) drives an attractive financial profile with strong gross margins and modest capital expenditures.

Industry Overview

We believe there is a sustained shift in consumer demand for better-for-you products that is transforming the liquid refreshment beverages market. This market is comprised of a broad set of categories that includes both current and potential SOS offerings: soft drinks, energy drinks, ready-to-drink teas and coffees, mixers, juices, kids beverages, sparkling water, isotonics, hydration drinks and oral rehydration solutions.

The global beverages industry is comprised primarily of legacy, multinational category leaders. Consumer mega-trends, including growing concerns about the negative health impacts of sugar, consumers’ perception of artificial ingredients and the proliferation of sugar alternatives, have allowed for emerging brands with reduced sugar content and natural product formulations to disrupt the industry.

The next evolution of electrolyte hydration drinks is a rapidly growing segment of the beverage industry, marketed by a variety of different brands. We believe SOS to be uniquely positioned as a functional beverage drink and leading provider of electrolyte hydration drinks and powders for daily drinking to prevent dehydration and quench thirst in this growing market. Consumer behavior focused on “being healthy” is evolving and so is the need for a functional beverage able to meet the demands of oral electrolyte solution development in a rapidly growing market.

Our Strengths

Proprietary Formulation for Daily Use

We believe we are well positioned within the oral rehydration beverage market to capitalize on growing consumer demands for low sugar, healthy alternatives as compared to competing brands that are high in sugars and artificial ingredients. We believe our brand competes favorably with products across the energy drink, hydration drink and functional water verticals because of consumers’ positive perception of our healthy and family-focused attributes. SOS’s proprietary formulation is focused on low sugar content and fast electrolyte absorption to combat the debilitating effects of dehydration.

Powerful, Health-Focused and Family-Friendly Brand

The SOS brand revolves around enabling healthier lifestyles by delivering premium hydration products that have consumer-appeal and are enjoyable to drink. We are focused on combatting the excessive use of sugar and synthetic sugar-alternatives in the beverage market and enabling individuals to reap the benefits of proper hydration through our carefully crafted formulation.

SOS packaging is designed to “pop” on the shelves with bright and aesthetically appealing colors that are meant to symbolize energy, vitality and growth. The SOS name also stands out next to competitors within retail locations as it delivers a simple but effective message that the product is here to support healthy hydration and effectively fight off the side effects of suboptimal hydration. Furthermore, the simple message of the SOS brand makes it easy for customers to remember and continue finding products on the shelves and on the internet.

Authenticity is also a root element of the SOS brand. The Company was created as a result of the founder’s search for a healthier and more effective hydration product following a career as a military officer and professional track athlete with first-hand experience with the adverse effects of sugary sports drinks. The management team embodies the SOS brand and the values of the Company’s target customers, promoting trust in the brand and its ideals. Additionally, the SOS team is committed to producing qualified research and educating consumers about health, hydration and the benefits of a low-sugar lifestyle.

Established Retail and Distributor Relationships

SOS has established and maintained robust relationships with retailers and distributors that positions its products to grow into additional stores and find its way to an increasing number of locations within each store. SOS is strategically priced to compete with alternatives while also offering attractive margins to the Company and its retailers. We hold a relationship-focused approach with our retail network and aim to collaborate with retailers so we can deliver on terms that are mutually beneficial.

Our growing relationship with Walmart, CVS, Kroger and Whole Foods highlights our ability to adhere to the high standards of the nation’s largest retailers. We will look to capitalize on the market validation provided by our blue-chip retail clients to further penetrate the retail market and continue growing the Company’s presence in stores. Our performance has been supported with increased shelf space and distribution points for SOS products.

Asset Light and Scalable Business Model

Through the use of third-party contract manufacturing, packaging and logistics, we have the ability to substantially increase revenue in the future without capacity constraints or capital expenditure requirements. This scalable model enables our team to focus on product innovation, marketing execution and other key objectives. Through careful diligence, we have established trusted production partners that allow us to deliver high products to our customers.

We call this business model – one that does not rely on investment into manufacturing or sophisticated distribution facilities, but rather relies on third parties for these functions – an “asset light” model. It offers us significant financial flexibility that can be leveraged to allocate our resources effectively for growth. The reduced overhead and fixed-cost structure allow us to position the business for expansion by recruiting top talent focused on sales, marketing, product innovation and ensuring that the Company culture continues to prioritize environmental and social initiatives.

The benefits SOS experiences from scale will grow with time as its production partners gain additional efficiencies, lowering cost of goods sold and expanding gross profit margins as sales volume continues to increase. The Company can intensely focus on growing the SOS brand and benefit from efficiencies long-term. SOS balances effective long-term relationship cultivation with its production and logistics partners.

Company Culture Dedicated to Diversity, Equity, Inclusion, and Healthy Lifestyles

SOS takes pride in being an innovative and mission-driven company. We make our mission clear to those inside and outside the organization and truly believe that our shared mission is embraced by our team members and customers. We seek to promote healthy lifestyles for all individuals. We also promote personal development, diversity, inclusion and equity, striving to make every employee and customer as dedicated to our mission as the founders and management team.

It is also of the upmost importance to us that we combat the harmful effects of excessive sugar intake and artificial ingredients. This vision is closely aligned with our objective of enabling individuals to live healthy lifestyles. We believe that our mission and objectives allow us to attract likeminded individuals who are in tune with our company and can help us continuously make a difference in the world.

Our employees are our greatest assets and believe they are at SOS to help make a difference. Employees receive competitive compensation packages and above-market benefits. We are motivated to provide training and growth opportunities for our employees along our journey to enabling healthy lifestyles.

Growth Strategies

Increase Direct-to-Consumer Conversion

Our brand platform is built around our mission to provide low-sugar hydration solutions that support healthier lifestyles. Our brand was created to provide a healthier hydration drink than the current offerings which are high in sugar content and slower in absorption. We will continue to expand as consumers become more educated on the harmful effects of sugar. Our products reduce fatigue, provide long lasting energy, aid mental acuity and concentration, and boost immunity, as a result of our hypotonic, low-sugar formulation that helps you maximize performance even when indulging in dehydrating vices.

We market SOS Hydration under one brand across multiple categories, including Fast-Hydrating Powders, Ready-To-Drink Hydration and Immunity Beverages, and SOS Kids. We believe our brand has extensive consumer appeal that targets families in need of a healthy daily hydration solution. Our focus on healthy hydration has resonated well with consumers and retailers alike, as SOS’s products are sold in over 12,000 retail points of sale.

We see significant growth potential in our direct-to-consumer webstore and are currently seeing strong repurchases from the webstore, with approximately 20% of first-time purchasers buying a second time and approximately 60% of second-time buyers becoming repeat purchasers of SOS’s products. We expect these results to improve as we execute on our ecommerce growth plan focused on digital advertising, SOS branded events and influencers.

We have established an authentic, trusted brand that supports the health of individuals. We take pride in our ability to educate our consumers and our communities about the harmful effects of sugar and will continue to promote our ethos of healthy hydration.

Continue Focusing on Product Innovation

We are a mission-driven brand dedicated to providing fast-acting hypotonic hydration solutions with low sugar content. We believe SOS Hydration’s formulation provides the fastest absorption as compared to other hydration solutions.

We have experienced consistent growth from our primary focus on fast-acting hydration powders, and we foresee multiple opportunities to pursue meaningful innovation across categories and activities. We have begun to roll out our ready-to-drink products in approximately 1,000 CVS HealthHUB locations and expect future penetration of our ready-to-drink products into other current retail partners.

We anticipate continuing to refine and customize our hydration formulation for specific activities, leading to additional market opportunities. SOS just released its kids’ formulation which was recently launched in all Walmart locations in the U.S. under the SOS Kids brand. We see a market need for additional specific formulations, including a ready-to-drink kids’ product, a daily vitamin and mineral hydration powder, a protein recovery formula, senior-focused hydration and military applications.

In addition to entering new categories, our innovation team is constantly assessing different ways to develop healthy hydration products that enhance our brand. We plan to continue to grow our current portfolio through line extensions and additional flavors, as well as developing new packaging formats consistent with our environmentally friendly culture.                  

Capitalize on Increased Scale to Drive Cost Efficiencies

We are at an inflection point in our lifecycle and are ready to capitalize on efficiencies of scale to realize improvements in gross margins. Our gross margins were 37.3% for the nine months ended September 30, 2021. We expect to see significant improvements in our ready-to-drink margins as we realize larger orders and can make larger commitments to our third-party co-packers. We also expect to see incremental improvements to our powder gross margins as sales grow.

We expect to see better long-term financial results as we continue to scale. Our long-term gross margin target is greater than 50% as we enhance our relationships with suppliers and grow revenues faster than our production costs.

We have an asset light business model, requiring low capital expenditures, which results in higher free cash flow generation and greater financial flexibility. For these reasons, we believe our business is well positioned to achieve profitability, while continuing to support our growth initiatives.

Continue to Expand Distribution Within Existing Channels

We have positioned our direct-to-consumer web store as a point of discovery for our products where consumers can learn about our product line and purchase online. We are currently seeing strong repurchases from the webstore, with approximately 20% of first-time purchasers buying a second time and approximately 60% of second-time buyers becoming repeat purchasers of SOS’s products. 

Many of our customers’ firstexperiences with SOS’s product line result from seeing the powders or ready-to-drink products on the shelves of our distributionpartners that include Walmart, CVS, Kroger, and Whole Foods. We are located on three different shelves within both CVS and Walmartlocations. This multi-shelf strategy is a unique feature for SOS as most brands only have visibility in one area of the store andallows us to drive higher incremental revenue per retail location. Shelf visibility also servesto drive traffic to our webstore and promotes sales through other ecommerce sites including Amazon, Target.com and Walmart.com.

We see significant existing distribution opportunities with our ready-to-drink products in Walmart and CVS, including grab-and-go cooler space at these locations.

We have strong, long-standing relationships with some of the largest retailers in the world. Our total number of distribution points was over 12,000 as of September 30, 2021, and there is still significant room for growth within these retailers. We believe our focus on healthy hydration options resonates well with major retailers.

We had year-over-year sales growth of 56% for 2020, and we believe we meet a need for our retailers who are looking for family-friendly, healthy hydration options. Due to this combination, retailers continue to reward us with new locations and increased shelf space. We continue to have significant opportunities with our existing retailers. To date we sell 8 flavors of our products at Walmart stores and up to 6 flavors of our products at most CVS stores. We sell ready-to-drink product on shelves at approximately 1,000 CVS HealthHUB locations. Our goal is to stock both our hydration powders and our ready-to-drink products at each location of every retailer that we currently serve and then expand into further retail and convenience channels.

Expand Our Network of Distribution Partners

SOS will leverage our success with existing retail distributors to attract new retail partners. We estimate there are approximately 20,000 additional retail distribution points that have a similar retail profile to our existing distribution partners. In addition to the previously mentioned comparable distribution points, SOS is developing relationships with other distributors focused on convenience stores and gas stations. While SOS has successfully developed traction within retail, the market is large and has ample capacity to support continued organic revenue growth for an extended period of time. There are over 38,000 grocery stores (Statista, Number of Supermarket Stores in the United States 2011 to 2018) and over 150,000 convenience stores (National Association of Convenience Stores, U.S. Convenience Store Count) in the United States alone, representing a robust channel through which consumers can gain exposure and purchase SOS products.

Beyond our existing retail channels, we believe there is significant opportunity for our products in the drug, warehouse club, convenience, foodservice, and military channels. Our ready-to-drink products provide grab-and-go cooler opportunities within the convenience and gas station distribution vertical as customers begin to look for healthier hydration products within these locations.

Next year, we plan to begin expanding into the Direct Store Delivery market with our ready-to-drink products, providing access to more points of sale while lowering inventory and warehousing costs.

We believe our products’ focus on health, accessible price point, and unique formulation provide the opportunity to become a leader in each of the retail channels in which hydration powders and hydrating beverages are sold. Entering new channels will not only provide volume growth for our brand but will also enhance our omnichannel strategy and raise awareness of our brand among new potential customers.

Stay True to Our Low-Sugar, Health-Focused Mission

SOS Hydration is poised to be the leader in healthy, family-focused hydration solutions that meet the daily needs of consumers. Our ethos is based on the principles of our founders who believe that people should have healthy hydration options for their families. SOS’s founders include a doctor, a veteran and professional athlete that understand the needs of today’s health-focused consumer. 

Our passion is educating the consumer on the daily benefits of hydration and a healthy lifestyle. We believe this educational process will guide consumers to SOS’s products and away from legacy products high in sugar and artificial ingredients, resulting in social benefits and returns to our stakeholders.

Corporate Information

SOS Hydration Inc. is a Nevada corporation. It was originally formed in California on January 24, 2013, and was merged into a wholly-owned Nevada subsidiary on November 9, 2021. Our principal executive offices are located at 1265 Bramwood Place, Unit 6, Longmont, Colorado 80501, and our telephone number is (303) 834-9170. We have a wholly owned subsidiary located in the United Kingdom (the “UK”), SOS Hydration Ltd., which was formed on November 13, 2013. Our website is www.soshydration.com. Information contained in, or accessible through, our website is not part of this prospectus, and the inclusion of our website address is for reference purposes only.

Implications of Being an Emerging Growth Company and Smaller Reporting Company

We qualify as an “emerging growth company,” as defined in the Jumpstart Our Business Startups Act of 2012, which we refer to as the JOBS Act. As a result, we are permitted to, and intend to, rely on exemptions from certain disclosure requirements that are otherwise applicable to public companies. Accordingly, we are obligated to include detailed compensation information for only our three most highly compensated executive officers and have not included a compensation discussion and analysis, or CD&A, of our executive compensation programs in this prospectus. In addition, for so long as we are an “emerging growth company,” we will not be required to:

In addition, the JOBS Act provides that an emerging growth company can take advantage of an extended transition period for complying with new or revised accounting standards. We have elected to take advantage of certain of the reduced disclosure obligations and may elect to take advantage of other reduced reporting requirements in future filings. As a result, the information that we provide to our stockholders may be different than the information you might receive from other public reporting companies in which you hold equity interests. We will remain an “emerging growth company” until the earliest to occur of:

We cannot predict if investors will find our securities less attractive because we may rely on these exemptions, which could result in a less active trading market for our securities and increased volatility in the price of our securities.

Finally, to the extent we continue to qualify as a “smaller reporting company,” as such term is defined in Rule 12b-2 under the Securities Exchange Act of 1934, as amended, which we refer to as the Exchange Act, after we cease to qualify as an “emerging growth company,” certain of the exemptions available to us as an “emerging growth company” may continue to be available to us as a smaller reporting company, including (i) not being required to comply with the auditor attestation requirements of Section 404(b) of the Sarbanes-Oxley Act; (ii) scaled executive compensation disclosures; and (iii) the ability to provide only two years of audited financial statements, rather than three. As a result, we may provide less public disclosure than larger public companies, including the inclusion of only two years of audited financial statements and only two years of management’s discussion and analysis of financial condition and results of operations disclosure and the information that we provide to our stockholders may be different than you might receive from other public reporting companies in which you hold equity interests.

THE OFFERING 

 The number of shares of our common stock to be outstanding immediately after this offering is based on 4,750,148 shares of our common stock outstanding as of December 3, 2021, and excludes:

Unless otherwise indicated, this prospectus reflects and assumes the following:

SUMMARY FINANCIAL DATA

The followingtables set forth a summary of our historical financial data as of, and for the periods ended on, the dates indicated. We have derivedthe statements of operations data for the years ended December 31, 2020 and 2019 from our audited financial statements includedelsewhere in this prospectus. The statements of operations data for the nine months ended September 30, 2021 and 2020, and the balancesheet data as of September 30, 2021, have been derived from our unaudited financial statements included elsewhere in this prospectusand have been prepared on the same basis as the audited consolidated financial statements. In the opinion of the management, the unauditeddata reflects all adjustments, consisting of normal and recurring adjustments, necessary for a fair presentation of results as of andfor these periods. You should read this data together with our consolidated financial statements and related notes included elsewherein this prospectus and the section in this prospectus entitled “Management’s Discussion and Analysis of Financial Conditionand Results of Operations.” Our historical results for any prior period are not indicative of our future results, and our resultsfor the nine months ended September 30, 2021, may not be indicative of our results for the year ending December 31, 2021.

CAUTIONARY NOTE REGARDING FORWARD-LOOKING STATEMENTS

Certain statementsin this prospectus may contain “forward-looking statements” within the meaning of the federal securities laws. Ourforward-looking statements include, but are not limited to, statements about us and our industry, as well as statements regardingour or our management team’s expectations, hopes, beliefs, intentions or strategies regarding the future. Additionally,any statements that refer to projections, forecasts or other characterizations of future events or circumstances, including anyunderlying assumptions, are forward-looking statements. We intend the forward-looking statements to be covered by the safe harborprovisions of the federal securities laws. Words such as “may,” “should,” “could,” “would,”“predicts,” “potential,” “continue,” “expects,” “anticipates,” “future,”“intends,” “plans,” “believes,” “estimates,” and similar expressions, as wellas statements in future tense, may identify forward-looking statements, but the absence of these words does not mean that a statementis not forward-looking. These forward-looking statements include statements relating to: 

We have based these forward-looking statements on our current expectations and projections about future events. Although we believe that the expectations underlying our forward-looking statements are reasonable, these expectations may prove to be incorrect, and all of these statements are subject to risks and uncertainties. Therefore, you should not place undue reliance on our forward-looking statements. We have included important risks and uncertainties in the cautionary statements included in this prospectus, particularly the section titled “Risk Factors” incorporated by reference herein. We believe these risks and uncertainties could cause actual results or events to differ materially from the forward-looking statements that we make. Should one or more of these risks and uncertainties materialize, or should underlying assumptions, projections or expectations prove incorrect, actual results, performance or financial condition may vary materially and adversely from those anticipated, estimated or expected. Our forward-looking statements do not reflect the potential impact of future acquisitions, mergers, dispositions, joint ventures or investments that we may make. We do not assume any obligation to update any of the forward-looking statements contained herein, whether as a result of new information, future events or otherwise, except as required by law. In the light of these risks and uncertainties, the forward-looking events and circumstances discussed in this prospectus may not occur, and actual results could differ materially from those anticipated or implied in the forward-looking statements. Any forward-looking statement made by us in this prospectus is based only on information currently available to us and speaks only as of the date on which it is made. Important factors that could cause our actual performance or results to differ include, but are not limited to:

The foregoing does not represent an exhaustive list of matters that may be covered by the forward-looking statements contained herein or risk factors that we are faced with. Forward-looking statements necessarily involve risks and uncertainties, and our actual results could differ materially from those anticipated in the forward-looking statements due to a number of factors, including those set forth under the section of this prospectus entitled “Risk Factors” elsewhere in this prospectus. The factors set forth under the “Risk Factors” section and other cautionary statements made in this prospectus should be read and understood as being applicable to all related forward-looking statements wherever they appear in this prospectus. We caution readers not to place undue reliance on such statements. All subsequent written and oral forward-looking statements attributable to us or persons acting on our behalf are expressly qualified in their entirety by the cautionary statements contained above and throughout this prospectus.

RISK FACTORS

An investment in our common stock is highly speculative, involves a high degree of risk and should be made only by investors who can afford a complete loss. You should carefully consider the following risk factors, together with the other information in this prospectus, including our financial statements and the related notes, before you decide to buy our common stock. If any of the following risks actually occurs, then our business, financial condition or results of operations could be materially adversely affected, the trading of our common stock could decline, and you may lose all or part of your investment therein.

Risks Relating to our Business

Changes in consumer product and shopping preferences may reduce demand for some or all of our products.

The beverage industry in general, and the functional beverage industry in particular, is subject to changing consumer preferences, and any such shifts in consumer preferences may adversely affect us. There is increasing awareness of and concern for health, wellness and nutrition considerations, including concerns regarding caloric intake associated with sugar-sweetened beverages and the perceived undesirability of artificial ingredients. There are also changes in demand for different packages, sizes and configurations.  The factors may reduce demand for our products, which could reduce our revenues and adversely affect our results of operations.

Consumers are seeking greater variety in their beverages. Our future success will depend, in part, upon our continued ability to develop and introduce different and innovative powders and beverages that appeal to consumers. In order to retain and expand our market share, we must continue to develop and introduce different and innovative products and be competitive in the areas of efficacy, taste, quality and price, although there can be no assurance of our ability to do so. There is no assurance that consumers will continue to purchase our products in the future. Product lifecycles for some beverage brands, products and/or packages may be limited to a few years before consumers’ preferences change. The beverages we currently market are in the early stages of their product lifecycles, and there can be no assurance that such beverages will become or remain profitable for us. We may be unable to achieve volume growth through product and packaging initiatives. We may also be unable to penetrate new markets. Additionally, as shopping patterns are affected by the digital evolution, with customers embracing shopping by way of mobile device applications, e-commerce retailers and e-commerce websites or platforms, we may be unable to address or anticipate changes in consumer shopping preferences or engage with our customers on their preferred platforms. If our revenues decline, our business, financial condition and results of operations could be adversely affected.

Our recent growth makes evaluation of our business difficult.

We began business in 2013, and have experienced a substantial growth in sales in the last years, resulting in a substantial growth in revenue. Our financial statements for the years ended December 31, 2020 and 2019 reflect this accelerated growth, and are not necessarily indicative of our future operating results. There can be no assurance that our growth will continue, or that our current retail customers will continue to carry our products. Further, our recent growth may make it difficult for investors and securities analysts to evaluate our business and prospects. Our failure to address these risks and difficulties successfully could seriously harm our current and future operations.

We have a history of losses, and cannot assure you that we will ever become or remain profitable.

As a growing company, we have reinvested our operating profits into new products, growth and marketing. As such, we have incurred net losses every year since our inception. To date, we have dedicated most of our financial resources to research and development, general and administrative expenses, and sales and marketing activities. We have funded the majority of our activities through operating revenue, and the issuance of convertible debt or equity securities. Although sale of our products are increasing, we are continuing to devote operating profits to our sales and marketing activities in an effort to increase revenues, and thus we continue to anticipate net losses and negative cash flow for the foreseeable future. Our ability to reach positive cash flow depends on many factors. There can be no assurance that our revenues will be sufficient for us to become profitable in 2021 or future years, or thereafter maintain profitability.

Our consolidated financial statements have been prepared assuming that the Company will continue as a going concern.

As a result of our net loss for the year ended December 31, 2020, and our net capital deficiency as of December 31, 2020, our independent auditors issued an audit opinion with respect to our consolidated financial statements for the year ended December 31, 2020 that indicated that there is a substantial doubt about our ability to continue as a going concern. Our consolidated financial statements do not include any adjustments that might result from the outcome of this uncertainty. However, if included, these adjustments would likely reflect a substantial impairment of the carrying amount of our assets and potential contingent liabilities that may arise if we are unable to fulfill various operational commitments. In addition, the value of our securities, including common stock issued in this offering, would be greatly impaired. Our ability to continue as a going concern is dependent upon generating sufficient cash flow from operations and obtaining additional capital and financing. If our ability to generate cash flow from operations is delayed or reduced and we are unable to raise additional funding from other sources, we may be unable to continue in business even if this offering is successful. However, we believe that our cash and cash equivalents, cash resulting from this offering and cash flows from operations will be sufficient to support our planned operations for at least the next 12 months.

Our cash on hand may not be sufficient to sustain our operations.

At September 30, 2021, we had $569,050 in cash, and working capital of $1,368,625. Such amounts may not be sufficient to sustain our operations in the long term. In we are unable to raise additional capital through our initial public offering or otherwise, we may be forced to curtail our operations, or may be unable to manufacture products to meet our customers’ demands. Our failure to fulfil orders may permanently jeopardize our retail partner’s wiliness to carry our products in the future. A loss of either of our two largest retail partners – CVS and Walmart – would negatively impact our business.

We have a small number of large customers upon whom the majority of our revenue is dependent; a loss of one or more of those customers would adversely affect our finances and operations.

We derive a majority of our revenues from some of the largest retailers in the United States. In the nine months ended September 30, 2021, over 50% of our revenue was from generated from two of our retail partners. With our expansion in Walmart stores across the country in September and October of 2021, we expect our revenue concentration for our largest retail partners to increase in the year ending December 31, 2021. If CVS and/or Walmart stop carrying our products, or if we fail to acquire new retail partners or other high-volume customers, our business, financial condition, and results of operation would be harmed. We have recently hired a new head of U.S. sales, and have added two people to the sales team - one focused on the U.S. military, and one for sales support. We are focused on increasing our distribution footprint in conventional retail, food, and drug stores, mass-market retailers, as well as the military, through attending conferences and expos such as ECRM, and through expanding our broker networks.

Our retail customers are not obligated to continue to purchase our products. We do not have contracts with our large customers.

We do not have in place contracts with our retail customers that obligate them to continue to purchase our products. We have no input or control on any of those terms. None of our customers is obligated to continue to carry our products in their stores, or to continue to purchase products from us. Other than our good faith attempts to provide a superior product, create consumer demand for our products, and provide superior service to our customers, we have no control over whether our customers will continue to carry our products. Our relationship with our customers is subject to the provisions set forth by each customer for their suppliers. We have no input or control on any of those terms. Were one of customers to change the terms with their suppliers, or to discontinue carrying our products, our business may suffer.

If we are not able to manage our anticipated growth effectively, we may not become profitable.

We anticipate that expansion will continue to be required to address potential market opportunities for our products. Our existing infrastructure is limited. To continue to grow sales, we intend to increase warehouse and office space, and add more staffing to support customer service, administration and sales/account executive functions. As resources permit, we intend to expand these resources. Our business model relies on third parties to manufacture and pack our products, and we do not intend at this time to operate our own manufacturing facility. There also can be no assurance that, if we invest in additional infrastructure, we will be effective in expanding our operations or that our systems, procedures or controls will be adequate to support such expansion. In addition, we will need to provide additional sales and support services to our larger customers, such as through additional retail-driven advertising. Failure to properly manage an increase in customer demands could result in a material adverse effect on customer satisfaction, our ability to meet our contractual obligations, and our operating results.

Our failure to accurately estimate demand for our products or maintain sufficient inventory levels could adversely affect our business and financial results.

We may not correctly estimate demand for our existing products and/or new products. Our ability to estimate demand for our products is imprecise, particularly with regard to new products, and may be less precise during periods of rapid growth, including in new markets. If we materially underestimate demand for our products or are unable to secure sufficient ingredients or raw materials including, but not limited to, PET plastic bottles, caps, labels, sucralose, flavors, supplement ingredients, juice concentrates, certain sweeteners, and packaging materials, or experience difficulties with our co-packing arrangements, including production shortages or quality issues, we might not be able to satisfy demand on a short-term basis. Moreover, industry-wide shortages of certain juice concentrates, supplement ingredients and sweeteners have been and could, from time to time in the future, be experienced, resulting in production fluctuations and/or product shortages. We generally do not use hedging agreements or alternative instruments to manage this risk. Such shortages could interfere with and/or delay production of certain of our products and could have a material adverse effect on our business and financial results.

If we do not accurately anticipate the future demand for a particular product or the time it will take to obtain new inventory, our inventory levels may be inadequate and our results of operations may be negatively impacted. If we fail to meet our shipping schedules, we could damage our relationships with our retailers, increase our distribution costs and/or cause sales opportunities to be delayed or lost. In order to be able to deliver our products on a timely basis, we need to maintain adequate inventory levels of the desired products. If the inventory of our products held by our distributors and/or retailers is too high, they will not place orders for additional products, which could unfavorably impact our future sales and adversely affect our operating results.

If we are not able to retain the full-time services of senior management, there may be an adverse effect on our operations and/or our operating performance until we find suitable senior management.

Our executive officers are employed on an at-will basis, which means they may terminate their employment with us at any time. The loss of one or more of our executive officers, or the failure by our executive team to effectively work with our employees and lead our company, could harm our business. We do not maintain key person life insurance on any members of our senior management. The loss of services of our CEO, or any other key members of our senior management, could adversely affect our business until suitable replacements can be found. There may be a limited number of personnel with the requisite skills to serve in these positions, and we may be unable to locate or employ such qualified personnel on acceptable terms.

We rely on a limited number of co-packers, and we may be unable to continue our relationship with them or to find suitable substitutes. If we are unable to maintain good relationships with these third parties, and/or their ability to manufacture our products becomes constrained or unavailable to us, our business could suffer.

We do not operate our own manufacturing facilities, but instead outsource manufacturing to third parties. At present, we rely on a single company to mix the raw ingredients that form the basis of our powdered and ready-to-drink liquid products a single co-packer who creates, bottles and packs our ready-to-drink products, and a single co-packer to package our powdered products, all located on the west coast of the United States. We do not have written long term agreements with these companies, and either of them could choose to stop supplying us at any time. Additionally, each of these companies could be subject to unexpected shutdowns due to natural disasters, such as earthquakes, labor shortages, government-imposed stoppages due to the covid pandemic or some future unforeseen circumstance, all of which are out of our control. In the event of a disruption and/or delay with either of these companies, we would be unable to produce product without procuring the services of an alternate company. We may be unable to do so at commercially reasonable rates and/or within a reasonably short time period. If we are unable to maintain good relationships with these third parties, or if our costs of co-packing increase, our business, financial condition and results of operations could be adversely affected. We are actively looking for additional sources of manufacturing and packing our products in multiple areas of the country, both to save on shipping expenses and to allocate risk.

If we are not able to increase our prices in the event of increases in the costs of raw materials, including bottles and/or ingredients and/or fuel and/or costs of co-packing, such inability could harm our business and result in a higher cost base of our products. Shortages of raw materials including plastics and/or ingredients and/or fuel and/or costs of co-packing could have a material adverse effect on our business and results of operations.

The principal raw materials used by us are PET plastic bottles, caps, flavors, and other packaging materials, the costs and availability of which are subject to fluctuations. We have identified alternative suppliers for certain of the ingredients contained in many of our beverages. However, industry-wide shortages of certain flavors, fruits and fruit juices, packaging materials, supplement ingredients and sweeteners have been, and could from time to time in the future be, encountered, which could interfere with and/or delay production of certain of our products. In addition, certain of our co-packing arrangements allow such co-packers to increase their fees based on certain of their own cost increases. We are uncertain whether the prices of any of the above or any other raw materials or ingredients may rise in the future. We are unsure whether we will be able to pass any of such increases on to our customers.

Negative publicity could damage our brand image and corporate reputation, and may cause our business to suffer.

Our success depends on our ability to build and maintain the brand image for our existing products, new products and brand extensions and maintain our corporate reputation. There can be no assurance that our advertising, marketing and promotional programs and our commitment to product safety and quality will have the desired impact on our products’ brand image and on consumer preferences and demand. Claims regarding product safety, quality and/or ingredient content issues, efficacy, our culture and our workforce, our environmental impact and the sustainability of our operations, or allegations of product contamination, even if false or unfounded, could tarnish the image of our brands and may cause consumers to choose other products. Consumer demand for our products could diminish significantly if we, our employees, bottlers/distributors, suppliers or business partners fail to preserve the quality of our products, act or are perceived to act in an unethical, illegal, discriminatory, unequal or socially irresponsible manner, including with respect to the sourcing, content or sale of our products, service and treatment of our customers, or the use of customer data.  Furthermore, our brand image or perceived product quality could be adversely affected by litigation, unfavorable reports in the media, scientific studies and regulatory or other governmental inquiries (in each case whether involving our products or those of our competitors), and proposed or new legislation affecting our industry.  Negative postings or comments on social media or networking websites about the Company or any one of our brands, even if inaccurate or malicious, could generate adverse publicity that could damage the reputation of our brands or the Company.  Business incidents, whether isolated or recurring and whether originating from us, our bottlers/distributors, suppliers or business partners, that erode consumer trust can significantly reduce brand value or potentially trigger boycotts of our products and can have a negative impact on consumer demand for our products as well as our reputation and financial results.  The impact of such incidents may be exacerbated if they receive considerable publicity, including rapid dissemination through social or digital media, and may result in litigation.

COVID-19 may impact our business by increasing demand for our hydration products, disrupting the business of our retailer customers, or disrupting our supply chain.

The Covid-19 crisis creates an environment in which no person can be certain about the future. The global reach and impact have been far reaching and have placed extreme pressure on financing, production, sales, and growth plans of companies all over the world. For us, the pandemic has spurred demand for our products and for hydration and health-oriented products in general, yet also created challenges in production and shipping, especially for our subsidiary in the UK, which has experienced delays in receiving product shipped from the United States. In the future, our results and financial condition may be adversely affected by federal or state legislation (or other similar laws, regulations, orders or other governmental or regulatory actions) related to the coronavirus that, if adopted, would impose restrictions on our ability to operate our business. This could include restrictions on travel for our sales team, delays in producing our products or packaging for our products, and delays in receiving raw materials or shipping finished goods. There also may be further disruptions to our contract manufacturers due to “stay at home” orders or additional workplace controls. And, our customers may be less inclined or unable to purchase our products due to restrictions under which they may be living. We urge the reader to consider our forward-looking statements in light of the extraordinary circumstances of today’s business, social and economic climate, and the negative impact of the COVID-19 pandemic. While it may be reasonable to assume that the crisis will subside, we cannot be certain about the timing and a host of impacts that cannot be easily predicted to occur.

Climate change and natural disasters may affect our business.

Natural disasters and extreme weather conditions, such as hurricanes, wildfires, earthquakes or floods, and outbreaks of diseases (such as the COVID-19 pandemic) or other health issues may affect our operations and the operation of our west coast U.S. based supply chain, impact the operations of our bottlers, co-packers and retail partners, and unfavorably impact our consumers’ ability to purchase our products. The predicted effects of climate change may also result in challenges regarding availability and quality of water, or less favorable pricing for water, which could adversely impact our business and results of operations. In addition, public expectations for reductions in greenhouse gas emissions could result in increased energy, transportation and raw material costs. Changes in applicable laws, regulations, standards or practices related to greenhouse gas emissions, packaging and water scarcity, as well as initiatives by advocacy groups in favor of certain climate change-related laws, regulations, standards or practices, may result in increased compliance costs, capital expenditures and other financial obligations, which could affect our business, financial condition and results of operations.  Sales of our products may also be influenced to some extent by weather conditions in the markets in which we operate. We, our bottlers and our contract packers, use a number of key ingredients in the manufacture of our beverage products that are derived from agricultural commodities such as sugar, coffee, tea and cocoa. Increased demand for food products and decreased agricultural productivity in certain regions of the world as a result of changing weather patterns and other factors may limit the availability or increase the cost of such agricultural commodities and could impact the food security of communities around the world.  Weather conditions may influence consumer demand for certain of our beverages, which could have an unanticipated effect on our operations. 

Risks Relating to our Industry

Criticism of our hydration drink products and/or criticism or a negative perception of functional beverage or hydration drinks generally, could adversely affect us.

Other hydration drinks contain more sugar, some substantially so, than our products. Unfavorable reporting on the health effects of sugar, the association between sugar and hydration drinks generally, or criticism or negative publicity regarding the sugar content and/or any other ingredients in our products or hydration drinks generally, including product safety concerns, could have an adverse effect on our business, financial condition and results of operations.

Increased competition in the beverage industry and changing retail landscape could hurt our business.

The beverage industry in general, and the functional beverage industry in particular, is highly competitive. The principal areas of competition are pricing, packaging, development of new products, flavors, product positioning as well as promotion and marketing strategies. Our products compete with a wide range of drinks produced by a relatively large number of manufacturers, some of which have substantially greater financial, marketing and distribution resources than we do.

Important factors affecting our ability to compete successfully include the efficacy, taste and flavor of our products, trade and consumer promotions, rapid and effective development of new and unique cutting-edge products, attractive and different packaging, branded product advertising and pricing. The success of our sports marketing, social media and other general marketing endeavors may impact our business, financial condition and results of operation.  Our products compete with all liquid refreshments and in some cases with products of much larger and substantially better financed competitors, including the products of numerous nationally and internationally known producers such as Gatorade (owned by PepsiCo), Powerade (owned by Coca-Cola), Pedialyte (owned by Abbott Laboratories), and Liquid IV (owned by Unilever). We also compete with companies that are smaller or primarily national or local in operations. Our products also compete with private-label brands such as those carried by grocery store chains, convenience store chains and club stores.

The rapid growth in sales through e-commerce retailers, e-commerce websites, mobile commerce applications and subscription services, and closures of physical retail operations, particularly during, and potentially following, the COVID-19 pandemic, may result in a shift away from physical retail operations to digital channels and a reduction in impulse purchases. As we build our e-commerce capabilities, we may not be able to develop and maintain successful relationships with existing and new e-commerce retailers without experiencing a deterioration of our relationships with key customers operating physical retail channels. If we are unable to profitably expand our own e-commerce capabilities and/or if e-commerce retailers take significant market share away from traditional retailers, our business may be adversely affected. Further, the ability of consumers to compare prices on a real-time basis using digital technology puts additional pressure on us to maintain competitive prices.   If we are unable to successfully adapt to the rapidly changing retail landscape, our share of sales, volume growth and overall financial results could be negatively affected.

Due to competition in the beverage industry, there can be no assurance that we will not encounter difficulties in maintaining our current revenues, market share or position in the beverage industry. If our revenues decline, our business, financial condition and results of operations could be adversely affected. While we believe the barrier to entry in this industry is high, there can be no assurance that new products and brands will not enter the marketplace.

If we do not maintain an effective internal control environment as well as adequate control procedures over our financial reporting, investor confidence may be adversely affected thereby affecting the value of our stock price.

We are required to maintain proper internal control over our financial reporting and adequate controls related to our disclosures. As defined in Rule 13a-15(f) under the Exchange Act, internal control over financial reporting is a process designed by, or under the supervision of, the principal executive and principal financial officers and effected by the board of directors, management and other personnel, to provide reasonable assurance regarding the reliability of financial reporting and the preparation of financial statements for external purposes in accordance with generally accepted accounting principles. In preparation for our initial public offering, we have increased administrative support, are transitioning our accounting functions to Oracle’s NetSuite accounting platform, and hired an experienced financial controller. If we fail to maintain adequate controls, our business, the results of operations, financial condition and/or the value of our stock may be adversely impacted.

Litigation regarding our products, and related unfavorable media attention, could expose us to significant liabilities and reduce demand for our products, thus negatively affecting our financial results.

We could become a party to various litigation claims and legal proceedings, including, but not limited to, intellectual property, fraud, unfair business practices, false advertising, product liability, breach of contract claims, claims from prior distributors, labor and employment matters, personal injury matters, consumer class actions, securities actions and shareholder derivative actions.

Any of the foregoing matters or other litigation, the threat thereof, or unfavorable media attention arising from pending or threatened product-related litigation could consume significant financial and managerial resources and result in decreased demand for our products, significant monetary awards against us, an injunction barring the sale of any of our products and injury to our reputation.  Our failure to successfully defend or settle any litigation or legal proceedings could result in liabilities that, to the extent not covered by our insurance, could have a material adverse effect on our financial condition, revenue and profitability, and could cause the market value of our common stock to decline.

If we encounter material product recalls, our business may suffer material losses and such recalls could damage our brand image and corporate reputation, also potentially resulting in material losses.

We take affirmative steps during the production of each batch of our products to ensure that it meets our quality control standards. Our ingredients are checked and blended with one co-packer, who is responsible for verifying proper formulation, ingredient blending and coordinating appropriate quality control through the use of internal and external resources. The product is then also tested and certified by two independent certification companies, NSF International and Informed Sport, to ensure we have the highest quality ingredients. Although we take such steps, and have had no product recalls in the past, there can be no assurance that we will not be required in the future to recall products entirely or from specific co-packers, markets, retailers or batches if such products become contaminated, damaged, mislabeled, defective or otherwise materially non-compliant with applicable regulatory requirements or our internal quality standards.  A material product recall could adversely affect our profitability and our brand image and corporate reputation. We do not maintain recall insurance at this time.

Intellectual Property, Information Technology and Data Privacy Risks

Our intellectual property rights are critical to our success, and the loss of such rights could materially adversely affect our business.

We own multiple trademarks that are very importantto our business. We also own the copyright in, and to, a portion of the content on the packaging of our products. We also consider ourSOS product formulations as proprietary trade secrets and, as such, always endeavor to keep them secret and proprietary by keeping themunder strict lock and key. We regard our trademarks, copyrights, trade secrets, and similar intellectual property as critical to our successand endeavor to protect such intellectual property through registration and enforcement actions. However, there can be no assurance thatother parties will not infringe or misappropriate our trademarks, copyrights, trade secrets, and similar proprietary rights. We also havebeen, and may in the future be, unable to use our trademarks, trade secrets, trade names or designs and/or trade dress in certain countries,which may impact sales of the affected brands and require increased expenditures, which could have an adverse effect on our business,financial condition or results of operations.

We must continually maintain, protect and/or upgrade our information technology systems, including protecting our sensitive information from internal and external cybersecurity threats.

Information technology enables us to operate efficiently, interface with customers, maintain financial accuracy and efficiency and accurately produce our financial statements. If we do not appropriately allocate and effectively manage the resources necessary to build and sustain the proper technology infrastructure, we could be subject to transaction errors, processing inefficiencies, the loss of customers, business disruptions, and/or the loss of and/or damage to intellectual property through security breaches, including internal and external cybersecurity threats. Cybersecurity attacks are evolving and include, but are not limited to, malicious software (malware, ransomware and viruses), phishing and social engineering, attempts to gain unauthorized access to networks, computer systems and data, malicious or negligent actions of employees (including misuse of information they are entitled to access) and other forms of electronic security breaches that could lead to disruptions in business systems, an inability to process customer orders and/or lost customer orders, unauthorized release of confidential or otherwise protected information and corruption of data.

We rely on relationships with third parties, including suppliers, distributors, bottlers, contract packers, contractors, cloud data storage and other information technology service providers and other external business partners, for certain functions or for services in support of our operations. These third-party service providers and partners, with whom we may share data, are subject to similar risks relating to cybersecurity, privacy violations, business interruption, and systems, as well as employee failures.  While we have procedures in place for selecting and managing our relationships with third-party service providers and other business partners, we do not have control over their business operations or governance and compliance systems, practices and procedures, which increases our financial, legal, reputational and operational risk.  These third parties may experience cybersecurity incidents that may involve data we share with them or rely on them to provide to us, and the need to coordinate with such third-parties, including with respect to timely notification and access to personnel and information concerning an incident, may complicate our efforts to resolve any issues that arise.

We believe that we have adopted appropriate measures including ongoing cybersecurity risk assessments to mitigate potential risks to our technology and our operations from these information technology-related disruptions. However, given the unpredictability of the timing, nature and scope of such disruptions, we could potentially be subject to operational interruption, damage to our brand image and private data exposure.

Moreover, if our data management systems do not effectively collect, store, process and report relevant data for the operation of our business (whether due to equipment malfunction or constraints, software deficiencies, cybersecurity attack and/or human error), our ability to effectively plan, forecast and execute our business plan and comply with applicable laws and regulations will be impaired, perhaps materially. Any such impairment could materially and adversely affect our financial condition, results of operations, cash flows and the timeliness with which we report our internal and external operating results.

If we fail to comply with data privacy and personal data protection laws, we could be subject to adverse publicity, government enforcement actions and/or private litigation, which may negatively impact our business and operating results.

We receive, process, transmit and store information relating to certain identified or identifiable individuals (“personal data”), including current and former employees, in the ordinary course of business. As a result, we are subject to various U.S. federal and state and foreign laws and regulations relating to personal data. These laws are subject to change, and new personal data legislation may be enacted in other jurisdictions at any time. In the European Union, the General Data Protection Regulation (“GDPR”) became effective in May 2018 for all member states. The GDPR includes operational requirements for companies receiving or processing personal data of residents of the European Union different from those that were previously in place and also includes significant penalties for noncompliance.  Additionally, the California Consumer Privacy Act of 2018 (“CCPA”), which was enacted in June 2018 and came into effect on January 1, 2020, provides a new private right of action and statutory damages for certain data breaches and imposes operational requirements on companies that process personal data of California residents, including making new disclosures to consumers about data collection, processing and sharing practices and allowing consumers to opt out of certain data sharing with third parties.

Changes introduced by the GDPR and the CCPA, as well as other changes to existing personal data protection laws and the introduction of such laws in other jurisdictions, subject the Company to, among other things, additional costs and expenses and may require costly changes to our business practices and security systems, policies, procedures and practices. There can be no assurances that our security controls over personal data, training of personnel on data privacy and data security, vendor management processes, and the policies, procedures and practices we implement will prevent the improper processing or breaches of personal data.  Data breaches or improper processing, or breaches of personal data in violation of the GDPR, the CCPA and/or of other personal data protection or privacy laws and regulations, could harm our reputation, cause loss of consumer confidence, subject us to government enforcement actions (including fines), or result in private litigation against us, which may result in potential loss of revenue, increased costs, liability for monetary damages or fines and/or criminal prosecution, thereby negatively impacting our business and operating results.

Financial Risks

Fluctuations in foreign currency exchange rates may adversely affect our operating results.

We are exposed to foreign currency exchange rate risk with respect to our sales, expenses, profits, assets and liabilities denominated in currencies other than the U.S. dollar. We may enter into forward currency exchange contracts with financial institutions to create an economic hedge to specifically manage a portion of the foreign exchange risk exposure associated with certain consolidated subsidiaries’ non-functional currency denominated assets and liabilities. We have not used instruments to hedge against all foreign currency risks and are therefore not protected against all foreign currency fluctuations. As a result, our reported earnings may be affected by changes in foreign currency exchange rates. Moreover, any favorable impacts to profit margins or financial results from fluctuations in foreign currency exchange rates are likely to be unsustainable over time.

Potential changes in accounting standards or practices and/or taxation may adversely affect our financial results.

We cannot predict the impact that future changes in accounting standards or practices may have on our financial results. New accounting standards could be issued that change the way we record revenues, expenses, assets and liabilities. These changes in accounting standards could adversely affect our reported earnings. Increases in direct and indirect income tax rates could affect after-tax income. Equally, increases in indirect taxes (including environmental taxes pertaining to the disposal of beverage containers and/or indirect taxes on beverages generally or energy drinks in particular) could affect our products’ affordability and reduce our sales.

Risks Relating to our Common Stock and the Offering

The market price of our common stock and Warrants may be highly volatile, and you could lose all or part of your investment.

Prior to this offering, there was no public market for the shares of our common stock or the Warrants. The offering price for the Units sold in this offering will be determined by negotiation between the underwriters and us. This price may not reflect the market price of our common stock or Warrants following this offering. As a result, the trading price of our common stock and Warrants is likely to be volatile, which may prevent you from being able to sell your shares or Warrants at or above the public offering price. Our prices of our common stock or Warrants could be subject to wide fluctuations in response to a variety of factors, which include:

If any of the forgoing occurs, it would cause our stock and Warrant prices or trading volume to decline. Stock markets in general and the market for companies in our industry in particular have experienced price and volume fluctuations that have affected and continue to affect the market prices of equity securities of many companies. These fluctuations often have been unrelated or disproportionate to the operating performance of those companies. These broad market and industry fluctuations, as well as general economic, political and market conditions such as recessions, interest rate changes or international currency fluctuations, may negatively impact the market price of our common stock or Warrants. You may not realize any return on your investment in us and may lose some or all of your investment.

We may be subject to securities litigation, which is expensive and could divert our management’s attention.

The market price of our securities may be volatile, and in the past companies that have experienced volatility in the market price of their securities have been subject to securities class action litigation. We may be the target of this type of litigation in the future. Securities litigation against us could result in substantial costs and divert our management’s attention from other business concerns, which could seriously harm our business.

We have broad discretion in the use of the net proceeds from this offering and may invest or spend the proceeds in ways with which you disagree or that may not yield a return.

While we set forth our anticipated use for the net proceeds from this offering in the section titled “Use of Proceeds,” our management will have broad discretion on how to use and spend any proceeds that we receive from this offering and may use the proceeds in ways that differ from the anticipated uses set forth in this prospectus. Investors in this offering will need to rely upon the judgment of our management with respect to the use of proceeds with only limited information concerning management’s specific intentions. It is possible that we may decide in the future not to use the proceeds of this offering in the manner described in this offering. Our management may spend a portion or all of the net proceeds from this offering in ways that holders of our common stock may not desire or that may not yield a significant return or any return at all. Investors will receive no notice or vote regarding any such change and may not agree with our decision on how to use such proceeds. If we fail to utilize the proceeds we receive from this offering effectively, our business and financial condition could be harmed, and we may need to seek additional financing sooner than expected. Pending their use, we may also invest the net proceeds from this offering in a manner that does not produce income or that loses value.

There is no existing market for our common stock and Warrants and we do not know if one will develop to provide you with adequate liquidity.

Prior to this offering, there has not been a publicmarket for our common stock or Warrants. Although we have filed an application to list our common stock and Warrants on the Nasdaq (underthe symbols “SOSH” and “SOSHW” respectively), there is no assurance that our application will be approved, andan active trading market for our common stock and Warrants may never develop or be sustained following this offering. You may not be ableto sell your shares or Warrants quickly or at the market price if trading in our common stock and Warrants is not active. The initialpublic offering price for the Units will be determined by negotiations between us and the underwriters and may not be indicative of pricesof our common stock or Warrants that will prevail in the trading market. You may not be able to sell your shares of our common stock orWarrants at or above the price you paid in the offering. As a result, you could lose all or part of your investment. Further, an inactivemarket may also impair our ability to raise capital by selling shares of our common stock or Warrants and may impair our ability to enterinto strategic partnerships or acquire companies or products by using our shares of common stock as consideration.

Our failure to meet the continued listing requirements of Nasdaq could result in de-listing of our common stock and Warrants.

If, after listing, we fail to satisfy the continued listing requirements of Nasdaq, such as the corporate governance requirements or the minimum closing bid price requirement, Nasdaq may take steps to de-list our common stock and Warrants. Such a de-listing would likely have a negative effect on the price of our common stock and Warrants and would impair your ability to sell or purchase our common stock and Warrants when you wish to do so. In the event of a de-listing, we would take actions to try to restore our compliance with Nasdaq Marketplace Rules, but our common stock and Warrants may not be listed again, and such actions may not stabilize the market price or improve the liquidity of our common stock or Warrants, prevent our common stock or Warrants from dropping below the Nasdaq minimum bid price requirement or prevent future non-compliance with the Nasdaq Marketplace Rules.

The Warrants offered by this prospectus may not have any value.

The Warrants offered by this prospectus will be exercisable for five years from the date of initial issuance at an initial exercise price equal to $         (which shall not be less than 100% of the public offering price per Unit set forth on the cover page of this prospectus). There can be no assurance that the market price of our common stock will ever equal or exceed the exercise price of the Warrants. In the event that our common stock price does not exceed the exercise price of the Warrants during the period when the Warrants are exercisable, the Warrants may not have any value.

A Warrant does not entitle the holder to any rights as common stockholders until the holder exercises the Warrant for a share of our common stock.

Until you acquire shares of our common stock upon exercise of your Warrants, your Warrants will not provide you any rights as a common stockholder. Upon exercise of your Warrants, you will be entitled to exercise the rights of a common stockholder only as to matters for which the record date occurs after the exercise date.

If our shares become subject to the penny stock rules, it would become more difficult to trade our shares.

The SEC has adopted rules that regulate broker-dealer practices in connection with transactions in penny stocks. Penny stocks are generally equity securities with a price of less than $5.00, other than securities registered on certain national securities exchanges or authorized for quotation on certain automated quotation systems, provided that current price and volume information with respect to transactions in such securities is provided by the exchange or system. If we do not retain a listing on Nasdaq and if the price of our common stock is less than $5.00, our common stock will be deemed a penny stock. The penny stock rules require a broker-dealer, before a transaction in a penny stock not otherwise exempt from those rules, to deliver a standardized risk disclosure document containing specified information. In addition, the penny stock rules require that before effecting any transaction in a penny stock not otherwise exempt from those rules, a broker-dealer must make a special written determination that the penny stock is a suitable investment for the purchaser and receive (i) the purchaser’s written acknowledgment of the receipt of a risk disclosure statement; (ii) a written agreement to transactions involving penny stocks; and (iii) a signed and dated copy of a written suitability statement. These disclosure requirements may have the effect of reducing the trading activity in the secondary market for our common stock, and therefore stockholders may have difficulty selling their shares.

Future sales of shares by existing stockholders could cause our stock price to decline.

If our existing stockholders sell, or indicate an intent to sell, substantial amounts of our common stock in the public market, the trading price of our common stock could decline significantly and could decline below the initial public offering price. After giving effect to this offering and the conversion of our outstanding preferred stock and certain indebtedness to equity prior to the closing of this offering, we will have outstanding [  ] shares of common stock based upon an assumed initial public offering price of $[  ] per share, which is the midpoint of the price range for the Units set forth on the cover page of this prospectus and, assuming no exercise of outstanding options and warrants, including the Warrants. Of these shares, approximately [  ] shares will be held by our non-affiliated stockholders and, together with [   ] shares of common stock offered hereby, plus any shares sold pursuant to the underwriters’ option to purchase additional shares, will be immediately freely tradable, without restriction, in the public market. If our non-affiliated stockholders sell substantial amounts of our common stock in the public market, or if the public perceives that such sales could occur, this could have an adverse impact on the market price of our common stock, even if there is no relationship between such sales and the performance of our business. We also intend to register all shares of common stock that we may issue under our equity compensation plans. Once we register these shares, they can be freely sold in the public market upon issuance, subject to volume limitations applicable to affiliates and the lock-up agreements described in the “Underwriting” section of this prospectus. Our non-affiliated stockholders are not subject to any lock-up agreements.

After the expiration of the lock-up agreements pertaining to this offering with our directors, executive officers and stockholders owning in excess of 5% of our outstanding shares of common stock, additional shares will be eligible for sale in the public market. In addition, upon issuance, the 601,472 shares subject to outstanding options under our Equity Incentive Plan and the shares reserved for future issuance under our Plan will become eligible for sale in the public market in the future, subject to certain legal and contractual limitations. If our existing stockholders sell substantial amounts of our common stock in the public market, or if the public perceives that such sales could occur, this could have an adverse impact on the market price of our common stock, even if there is no relationship between such sales and the performance of our business.

If you purchase Units in this offering, you will suffer immediate dilution of your investment in the shares of common stock comprising such Units.

The public offering price of the shares of common stock comprising the Units offered hereby will be substantially higher than the net tangible book value per share of our common stock. Therefore, if you purchase Units in this offering, you will pay a price per share of the common stock comprising such Units that substantially exceeds our net tangible book value per share after this offering. Based on an assumed initial public offering price of $[  ] per share, which is the midpoint of the price range for the Units set forth on the cover page of this prospectus, you will experience immediate dilution of $[  ] per share, representing the difference between our pro forma net tangible book value per share, after giving effect to this offering, and the assumed initial public offering price. In addition, purchasers of common stock in this offering will have contributed approximately [  ]% of the aggregate price paid by all purchasers of our stock but will own only approximately [  ]% of our common stock outstanding after this offering.

We are an “emerging growth company” and the reduced disclosure requirements applicable to emerging growth companies could make our common stock less attractive to investors.

We are an “emerging growth company,” as defined in the JOBS Act. We may remain an emerging growth company until as late as December 2026 (the fiscal year-end following the fifth anniversary of the completion of our initial public offering), though we may cease to be an emerging growth company earlier under certain circumstances, including (1) if the market value of our common stock that is held by non-affiliates exceeds $700 million as of any June 30, in which case we would cease to be an emerging growth company as of the following December 31, or (2) if our gross revenue exceeds $1.07 billion in any fiscal year. Emerging growth companies may take advantage of certain exemptions from various reporting requirements that are applicable to other public companies, including not being required to comply with the auditor attestation requirements of Section 404 of the Sarbanes-Oxley Act, reduced disclosure obligations regarding executive compensation in our periodic reports and proxy statements and exemptions from the requirements of holding a nonbinding advisory vote on executive compensation and stockholder approval of any golden parachute payments not previously approved. Investors could find our common stock less attractive because we may rely on these exemptions. If some investors find our common stock less attractive as a result, there may be a less active trading market for our common stock and our stock price may be more volatile.

In addition, Section 102 of the JOBS Act also provides that an emerging growth company can take advantage of the extended transition period provided in Section 7(a)(2)(B) of the Securities Act of 1933, as amended, or the Securities Act, for complying with new or revised accounting standards. An emerging growth company can therefore delay the adoption of certain accounting standards until those standards would otherwise apply to private companies. We have irrevocably elected to avail ourselves of this exemption from new or revised accounting standards and, therefore, we will not be subject to the same new or revised accounting standards as other public companies that are not emerging growth companies.

We will incur significant costs as a result of operating as a public company and our management expects to devote substantial time to public company compliance programs.

As a public company, we will incur significant legal, accounting and other expenses due to our compliance with regulations and disclosure obligations applicable to us, including compliance with the Sarbanes-Oxley Act, as well as rules implemented by the SEC and Nasdaq. Stockholder activism, the current political environment and the current high level of government intervention and regulatory reform may lead to substantial new regulations and disclosure obligations, which may lead to additional compliance costs and impact, in ways we cannot currently anticipate, the manner in which we operate our business. Our management and other personnel will devote a substantial amount of time to these compliance programs and monitoring of public company reporting obligations and as a result of the new corporate governance and executive compensation related rules, regulations and guidelines prompted by the Dodd-Frank Act and further regulations and disclosure obligations expected in the future, we will likely need to devote additional time and costs to comply with such compliance programs and rules. These rules and regulations will cause us to incur significant legal and financial compliance costs and will make some activities more time-consuming and costlier.

To comply with the requirements of being a public company, we may need to undertake various actions, including implementing new internal controls and procedures and hiring new accounting or internal audit staff. The Sarbanes-Oxley Act requires that we maintain effective disclosure controls and procedures and internal control over financial reporting. We are continuing to develop and refine our disclosure controls and other procedures that are designed to ensure that information required to be disclosed by us in the reports that we file with the SEC is recorded, processed, summarized and reported within the time periods specified in SEC rules and forms, and that information required to be disclosed in reports under the Securities Exchange Act of 1934, as amended, or the Exchange Act, is accumulated and communicated to our principal executive and financial officers. Our current controls and any new controls that we develop may become inadequate and weaknesses in our internal control over financial reporting may be discovered in the future. Any failure to develop or maintain effective controls when we become subject to this requirement could negatively impact the results of periodic management evaluations and annual independent registered public accounting firm attestation reports regarding the effectiveness of our internal control over financial reporting that we may be required to include in our periodic reports we will file with the SEC under Section 404 of the Sarbanes-Oxley Act, harm our operating results, cause us to fail to meet our reporting obligations or result in a restatement of our prior period financial statements. In the event that we are not able to demonstrate compliance with the Sarbanes-Oxley Act, that our internal control over financial reporting is perceived as inadequate or that we are unable to produce timely or accurate financial statements, investors may lose confidence in our operating results and the price of our common stock could decline. In addition, if we are unable to continue to meet these requirements, we may not be able to remain listed on Nasdaq.

Our management team has limited experience managing a public company.

Most members of our management team have limited experience managing a publicly-traded company, interacting with public company investors and complying with the increasingly complex laws pertaining to public companies. Our management team may not successfully or efficiently manage our transition to being a public company subject to significant regulatory oversight and reporting obligations under the federal securities laws and the continuous scrutiny of securities analysts and investors. These new obligations and constituents will require significant attention from our senior management and could divert their attention away from the day-to-day management of our business, which could adversely affect our business, financial condition and operating results.

Because we have elected to use the extended transition period for complying with new or revised accounting standards for an emerging growth company our financial statements may not be comparable to companies that comply with public company effective dates.

We have elected to use the extended transition period for complying with new or revised accounting standards under Section 102(b)(1) of the JOBS Act. This election allows us to delay the adoption of new or revised accounting standards that have different effective dates for public and private companies until those standards apply to private companies. As a result of this election, our financial statements may not be comparable to companies that comply with public company effective dates, and thus investors may have difficulty evaluating or comparing our business, performance or prospects in comparison to other public companies, which may have a negative impact on the value and liquidity of our common stock and Warrants.

If securities or industry analysts do not publish research, or publish inaccurate or unfavorable research, about our business, our stock and warrant prices and trading volume could decline.

The trading market for our common stock and Warrants will depend, in part, on the research and reports that securities or industry analysts publish about us or our business. Securities and industry analysts do not currently, and may never, publish research on us. If no securities or industry analysts commence coverage of us, the price for our common stock and Warrants could be negatively impacted. In the event securities or industry analysts initiate coverage, if one or more of the analysts who cover us downgrade our common stock or publish inaccurate or unfavorable research about our business, the prices of our common stock and Warrants could decline. In addition, if our operating results fail to meet the forecast of analysts, the prices of our common stock and Warrants could decline. If one or more of these analysts cease coverage of us or fail to publish reports on us regularly, demand for our common stock and Warrants could decrease, which might cause the prices of our common stock and Warrants and trading volume to decline.

Control by insiders may prevent changes in control even if such changes would be beneficial to other stockholders.

As of January 21, 2022, our CEO and chairman of ourboard of directors, James Mayo, beneficially owns and/or exercises voting control over approximately 27% of our outstanding common stock,and our directors and officers as a group own or exercise voting control over 36% of our outstanding common stock. As of January 21, 2022,one of our investors, Bertrand Le Pan de Ligny, owns approximately 11% of our common stock. Consequently, Mr. Mayo and Mr. Le Pan de Lignycould exercise significant control over matters submitted to a vote of our stockholders, including electing directors, amending organizationaldocuments and disapproving extraordinary transactions such as a takeover attempt, even though such actions may be favorable to the othercommon stockholders.

We do not expect to pay cash dividends in the foreseeable future.

We have never paid cash dividends on our common stock. We do not expect to pay cash dividends on our common stock at any time in the foreseeable future. The future payment of dividends directly depends upon our future earnings, capital requirements, financial requirements and other factors that our board of directors will consider. Since we do not anticipate paying cash dividends on our common stock, return on your investment, if any, will depend solely on an increase, if any, in the market value of our common stock.

USE OF PROCEEDS

We estimate that the net proceeds to us from the sale of the Units that we are offering will be approximately $[---] million, based upon the initial public offering price of $[---] per Unit (which is the midpoint of the estimated offering price range set forth on the cover page of this prospectus), after deducting the underwriting discounts and commissions and estimated offering expenses payable by us. If the underwriters’ over-allotment option to purchase additional shares and Warrants in this offering is exercised in full, we estimate that our net proceeds will be approximately $[---] million, after deducting underwriting discounts and commissions and estimated offering expenses payable by us.

The principal purposes of this offering are to increase our financial flexibility, create a public market for our common stock and to facilitate future access to the public equity markets for us and our stockholders. We currently intend to use the net proceeds from this offering as follows:

The repayment of debt includes up to $1,100,000 ofprincipal and $132,000 in interest owed on our June 2021 Bridge Financing (see Financing Transactions, 2021 Bridge Financing, below),and $500,000 for our SBA-EIDL loan. Each promissory note issued in the June 2021 Bridge Financing (each, a “Senior Secured Note”)accrues interest at an annual rate of 12%, of which 10% is to be paid monthly, and the remaining 2% to remain unpaid, compound annually,and is due and payable on the maturity date. Each Senior Secured Note is due and payable on the earlier of: (a) June 23, 2023, (b) theclosing of a “Qualified Subsequent Financing”, or (c) the closing of an initial public offering. The proceeds from these SeniorSecured Notes were used for legal, accounting, and other expenses related to this offering, and to purchase inventory. Our SBA EconomicInjury Disaster Loan bears interest at 3.75% per annum, and matures June 9, 2050. In connection with entering into the EIDL Loan, theCompany also executed a security agreement, pursuant to which the EIDL Loan is secured by a security interest on all of the Company’sassets. The Company is required to pay the SBA principal and interest payments of $2,494 every month beginning June 9, 2022.

Pending the use of proceeds to us from this offering as described above, we intend to invest the net proceeds to us from this offering in short-term and long-term interest-bearing obligations, including government and investment-grade debt securities and money market funds.

The amounts and timing of our actual expenditure, including expenditure related to sales and marketing and product development will depend on numerous factors, including the status of our product development efforts, our sales and marketing activities, expansion, the amount of cash generated or used by our operations, competitive pressures and other factors described under “Risk Factors” in this prospectus. We therefore cannot estimate the amount of net proceeds to be used for the purposes described above. In the event our plans change, our assumptions change or prove to be inaccurate, or the net proceeds of this offering are less than as set forth herein or otherwise prove to be insufficient, it may be necessary or advisable to reallocate proceeds or curtail expansion activities, or we may be required to seek additional financing or curtail our operations.” Our management will have broad discretion in the application of the net proceeds, and investors will be relying on our judgment regarding the application of the net proceeds from this offering.

DIVIDEND POLICY

We have never declared or paid cash dividends on our common stock. We currently intend to retain all available funds and any future earnings for use in the operation of our business and do not anticipate paying any cash dividends on our common stock in the foreseeable future. Our loan and security agreement with Bank of the West may restrict our ability to pay cash dividends on our common stock, and we may also enter into credit agreements or other borrowing arrangements in the future that will restrict our ability to declare or pay cash dividends on our common stock. Any future determination to declare dividends will be made at the discretion of our board of directors and will depend on our financial condition, operating results, capital requirements, general business conditions and other factors that our board of directors may deem relevant.

CAPITALIZATION

The following table sets forth our cash, cash equivalents,and capitalization as of September 30, 2021, as follows:

The number of shares of our common stock to be outstanding upon completion of this offering is based on 4,570,148 shares of our common stock outstanding as of September 30, 2021, and excludes:

A $1.00 increase or decrease in the assumed initial public offering price of $[ ] per Unit, which is the midpoint of the price range set forth on the cover page of this prospectus, would increase or decrease, as applicable, each of cash, additional paid-in capital, total stockholders’ (deficit) equity and total capitalization by approximately $[  ], assuming the number of Units offered by us, as stated on the cover page of this prospectus, remains unchanged and after deducting underwriting discounts and commissions and estimated offering expenses payable by us. Similarly, each increase or decrease of 100,000 in the number of Units we are offering would increase or decrease, as applicable, each of cash, additional paid-in capital, total stockholders’ (deficit) equity and total capitalization by approximately $[ ], assuming the assumed initial public offering price of $[  ] per Unit, which is the midpoint of the price range set forth on the cover page of this prospectus, remains the same and after deducting underwriting discounts and commissions and estimated offering expenses payable by us.

Each 100,000 Unit increase in the number of Units offered by us at the assumed initial public offering price of $        per Unit (the midpoint of the estimated price range set forth on the cover page of this prospectus) would increase each of cash and total stockholders’ (deficit) equity by approximately $        after deducting underwriting discounts and commissions and any estimated offering expenses payable by us. Conversely, each 100,000 Unit decrease in the number of Units offered by us at the assumed initial public offering price of $        per Unit (the midpoint of the estimated price range set forth on the cover page of this prospectus) would decrease each of cash and total stockholders’ (deficit) equity by approximately $        after deducting underwriting discounts and commissions and any estimated offering expenses payable by us. The pro forma as adjusted information discussed above is illustrative only and will be adjusted based on the actual public offering price and other terms of this offering determined at pricing.

DILUTION

If you invest in our securities in this offering, your ownership interest will be immediately diluted to the extent of the difference between the initial public offering price per share of our common stock and the pro forma as adjusted net tangible book value per share of our common stock immediately after this offering.

Our historical net tangible book value (deficit) is the amount of our total assets less our liabilities. Our historical net tangible book value (deficit) per share is our historical net tangible book value (deficit) divided by the number of shares of common stock outstanding as of September 30, 2021. Our historical net tangible book value as of September 30, 2021, was $991,825, or $0.217 per share of common stock.

Pro forma as adjusted net tangible book value is our pro forma net tangible book value (deficit), after giving further effect to the sale of [  ] Units in this offering at an assumed initial public offering price of $[  ] per share of common stock included in each Unit, which is the midpoint of the price range set forth on the cover page of this prospectus, and after deducting underwriting discounts and commissions and estimated offering expenses payable by us, but assuming no exercise of the Warrants included in the Units offered hereby or the warrants granted to the Representative of the underwriters.

The following table illustrates this dilution on a per share basis to new investors:

A $1.00 increase or decrease in the assumed initial public offering price of $[ ] per Unit, which is the midpoint of the price range set forth on the cover page of this prospectus, would increase or decrease, as applicable, the pro forma as adjusted net tangible book value (deficit) per share after this offering by approximately $[  ] per share and decrease or increase, as appropriate, the dilution in pro forma net tangible book value (deficit) per share to investors participating in this offering by approximately $[  ] per share, assuming that the number of Units offered by us, as set forth on the cover page of this prospectus, remains the same and after deducting underwriting discounts and commissions and estimated offering expenses payable by us.

Similarly, a 100,000 share increase or decrease in the number of Units offered by us, as set forth on the cover page of this prospectus, would increase or decrease, as appropriate, the pro forma as adjusted net tangible book value (deficit) after this offering by approximately $[  ] and increase or decrease, as appropriate, the dilution in pro forma net tangible book value (deficit) per share to investors participating in this offering by approximately $[  ], assuming the assumed initial public offering price of $[  ] per Unit, which is the midpoint of the price range set forth on the cover page of this prospectus, remains the same, after deducting underwriting discounts and commissions and estimated offering expenses payable by us.

The pro forma information discussed above is illustrative only and will change based on the actual initial public offering price, number of shares and other terms of this offering determined at pricing.

If the underwriters exercise in full their option to purchase additional shares of our common stock and Warrants in this offering, the pro forma as adjusted net tangible book value will increase to $[  ] per share, representing an increase in pro forma net tangible book value to existing stockholders of $[  ] per share and a dilution of $[  ] per share to new investors participating in this offering.

The following table sets forth, on the pro forma as adjusted basis described above as of September 30, 2021, the differences between our existing stockholders and the purchasers of shares of common stock in this offering with respect to the number of shares of common stock purchased from us, the total consideration paid to us and the weighted average price paid per share paid to us, based on an assumed initial public offering price of $[  ] per Unit, which is the midpoint of the price range set forth on the cover page of this prospectus, before deducting underwriting discounts and commissions and estimated offering expenses payable by us, but assuming no exercise of the Warrants included in the Units offered hereby.

If the underwriters exercise in full their option to purchase additional shares of our common stock in this offering, the number of shares held by existing stockholders will be reduced to [ ]% of the total number of shares of common stock that will be outstanding upon completion of this offering, and the number of shares of common stock held by new investors participating in this offering will be further increased to [  ]% of the total number of shares of common stock that will be outstanding upon completion of the offering.

To the extent that any outstanding options or warrants, including the Warrants, are exercised, new options are issued under our 2013 Equity Plan or we issue additional shares of common stock in the future, there will be further dilution to investors participating in this offering. If all outstanding options and warrants as of September 30, 2021, other than the option held by the underwriters, and the Warrants included in the Units offered hereby, were exercised, then our existing stockholders, including holders of such options and warrants, would own [  ]% and our new investors would own [  ] % of the total number of shares of our common stock outstanding upon the completion of this offering. In such event, the total consideration paid by our existing stockholders, including the holders of such options and warrants, would be approximately $[   ] million, or [  ] %, the total consideration paid by our new investors would be $[ ] million, or [ ]% of the total consideration for our common stock outstanding upon the completion of this offering, and the weighted average price per share paid by our existing stockholders would be $[ ] and the average price per share paid by our new investors would be $[ ].

A $1.00 increase or decrease in the assumed initial public offering price of $[  ] per Unit, which is the midpoint of the price range set forth on the cover page of this prospectus, would increase or decrease, as appropriate, the total consideration paid by new investors by $[  ] million, assuming the number of Units we are offering, as set forth on the cover page of this prospectus, remains the same, after deducting underwriting discounts and commissions and estimated offering expenses payable by us. We may also increase or decrease the number of shares we are offering. Similarly, each increase or decrease of 100,000 Units in the number of Units offered by us would increase or decrease, as appropriate, the total consideration paid by new investors by $[ ], assuming that the assumed initial price to the public remains the same, and after deducting underwriting discounts and commissions and estimated offering expenses payable by us.

We may choose to raise additional capital through the sale of equity or equity-linked securities due to market conditions or strategic considerations even if we believe we have sufficient funds for our current or future operating plans. To the extent that any options are issued under our equity incentive plan or we issue additional shares of common stock or equity-linked securities in the future, there will be further dilution to investors purchasing in this offering.

The number of shares of our common stock to be outstanding after this offering is based on 4,570,148 shares of common stock outstanding as of September 30, 2021, and excludes as of such date:

MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS

You should read the following discussion and analysis of our financial condition and operating results together with our financial statements and related notes included elsewhere in this prospectus. This discussion and analysis and other parts of this prospectus contain forward-looking statements based upon current beliefs, plans and expectations that involve risks, uncertainties and assumptions. Our actual results may differ materially from those anticipated in these forward-looking statements as a result of various factors, including those set forth under “Risk Factors” or in other parts of this prospectus. The last day of our fiscal year is December 31. Our fiscal quarters end on March 31, June 30, September 30, and December 31, and our past fiscal year ended on December 31, 2020.

Components of Results of Operations

Revenue

We derive revenue from the sale of our SOS Hydration liquids and powders, including our PAW Patrol kids’ brand, primarily through sales to our retail channel partners, and also direct to consumers through e-commerce channels such as our website. Provided that all other revenue recognition criteria has been met, we typically recognize revenue upon shipment, as title and risk of loss are transferred to customers and channel partners at that time. Products we sell online are typically shipped directly to the consumer. Our product revenues vary from period to period based on, among other things, the orders received and our ability to produce and deliver the ordered products. Our retail partners often specify requested delivery dates that coincide with their need for our products.

Because our retail partners order product based on what they perceive to be future demand from their customers, orders for one reporting period generally do not necessarily indicate a trend for future orders by that retail partner.

 Seasonal Revenue Fluctuations

Although management believes that demand for our products tends to increase during summer and fall, as people in general tend to notice dehydration more during warmer months, we have yet to see such demand translate into ordering patterns from our retail partners. 

Cost of Revenue

Cost of revenue primarily consists of costs of materials, costs paid to third-party contract manufacturers (which may include the costs of components), and personnel costs associated with manufacturing and support operations. Personnel costs consist of wages, bonuses, benefits, stock-based compensation expenses. Cost of revenue also includes freight, allocated overhead costs and inventory write-offs and changes to our inventory and warranty reserves. Allocated overhead costs consist of certain facilities and utility costs. We expect cost of revenue to increase in absolute dollars, as product revenue increases.

Operating Expenses

Our operating expenses consist of general and administrative, and sales and marketing expenses. Salaries and personnel-related costs, benefits, and stock-based compensation expenses are the most significant components of each category of operating expenses. Operating expenses also include allocated overhead costs for facilities and utility costs.

General and Administrative

General and administrative expense consists primarily of employee compensation and related expenses for administrative functions including finance, legal, human resources and fees for third-party professional services, as well as allocated overhead. We expect our general and administrative expense to increase in absolute dollars as we continue to invest in growing the business.

Sales and Marketing

Sales and marketing expense consists primarily of employee compensation and related expenses, sales commissions, marketing programs, travel and entertainment expenses, as well as allocated overhead. Marketing programs consist of advertising, tradeshows, events, corporate communications and brand-building activities. We expect sales and marketing expenses to increase in absolute dollars as we expand our sales force, increase marketing resources, and further develop sales channels.

Interest and Other Income, Net

Other income consists of income received for activities outside of our core business. This includes $5,868 and $73 of interest income, and a one-time gain on the early extinguishment of debt of $63,573 and $6,000 for the nine months ended September 30, 2021 and 2020, respectively. Other expense consists of interest expense of $208,815 and $44,115 for the nine months ended September 30, 2021 and 2020, respectively.

Provision for Income Taxes

Provision for income taxes consists of estimated income taxes due to the United States government and to the state tax authorities in jurisdictions in which we conduct business.

Results of Operations

The following tables set forth our results of operations for the years ended December 31, 2020 and 2019, and the nine months ended September 30, 2021 and 2020, respectively.

Comparison of the nine months ended September 30, 2021 and 2020

Revenue

Our revenue increased by $797,290, or 53.8%, during the nine months ended September 30, 2021, as compared to the nine months ended September 30, 2020. The increase in revenue was primarily due to increased sales to CVS Pharmacies. CVS had initially stocked our products in a single store section – “sports nutrition.” In the first half of 2021, in addition to “sports nutrition,” they began stocking our product in the beverage aisle.

Cost of goods sold and gross profit

As a percent of revenue, cost of goods sold increased from 59.6% to 62.7% during the nine months ended September 30, 2021, as compared to the nine months ended September 30, 2020. The increase in cost of goods sold is related to increased sales to national retailers with lower profit margins, offset by a decrease in raw material costs recognized as we increase our buying power through increased demand for our products. As a result, our gross margin percent decreased in the same periods, from 40.4%, to 37.3%.

General and administrative expense

General and administrative expense increased$2,298,004, or 176.4%, during the nine months ended September 30, 2021, as compared to the nine months ended September 30, 2020. The largestcomponents of our general and administrative expenses are:

We have increased our advertising and marketing budget as resources permitted, and intend to further increase the budget upon completion of our initial public offering. Salary and wages have increased as we have expanded our staff in relation to the increase in our revenues. The increase in salary and wages for the nine months ended September 30, 2021, is also partly attributable to additional stock-based compensation awarded during the period in the aggregate amount of $978,397, as compared with $163,769 during the prior period.

Stock-based compensation increased due to increased level of equity compensation paid to our employees and consultants.

Professional Fees

Professional fees increased $1,791,989, or 634.2%, in the nine months ended September 30, 2021, as compared with the nine months ended September 30, 2020. These fees increased due to the retention of professionals related to the initial public offering of our common stock. During the nine-months ended September 30, 2021, of these fees, $1,455,817 were non-cash stock-based compensation. 

Interest expense

Interest expense increased $164,700, or 373.3%, duringthe nine months ended September 30, 2021, as compared to the nine months ended September 30, 2020, due to increased financing activitiesin 2021, including interest accrued on notes issued in the June 2021 Bridge Financing (see Financing Transactions, 2021 Bridge Financing,below), and noncash amortization of warrant discounts issued in conjunction with the June 2021 Bridge Financing and stock sales.

UK Operations

Our wholly-owned subsidiary in the UK generated $354,304 in revenue during the nine-months ended September 30, 2021, as compared to $191,560, in the nine months ended September 30, 2020, an 85% increase. This accounted for 16% and 13% of our total revenue for the nine months ended September 30, 2021 and 2020, respectively. As a result of restrictions imposed during the COVID-19 pandemic, our sales in the UK have shifted primarily online, accounting for over 77% during the nine months ended September 30, 2021, with retail accounting for the remainder.

Comparison of the years ended December 31, 2020 and 2019

Revenue

Our revenue increased by $642,960, or 56.4%, during the year ended December 31, 2020, as compared to the year ended December 31, 2019. The increase in revenue was attributable to multiple factors, including increased brand recognition, new retail partners (Walmart and Whole Foods), increased accessibility with current retail partners (CVS), and increased online sales. 

Cost of goods sold and gross profit

As a percent of revenue, cost of goods solddecreased from 73.0% to 69.7% during the year ended December 31, 2020, as compared to the year ended December 31, 2019. The decreasein cost of goods sold is related to a decrease in raw material costs as we increase our buying power through increased demandfor our products. As a result, our gross margin percent increased slightly in the same periods, from 27.0%, to 30.3%. 

General and administrative expense

General and administrative expense increased $389,131, or 31.6%, for the year ended December 31, 2020, as compared to the year ended December 31, 2019. The largest components of our general and administrative expenses are advertising and marketing, and salary and wages.

We have increased our advertising and marketing budget as resources permitted, and intend to further increase the budget upon completion of our initial public offering. Payroll and related expenses have increased as we have expanded our staff in relation to the increase in our revenues. Stock-based compensation increased due to increased level of equity compensation paid to our employees and consultants.

General and administrative expenses decreased as a percentage of revenue to 90.6% during the year ended December 31, 2020, as compared to 107.4% for the year ended December 31, 2019.

Professional Fees

Professional fees increased $17,478, or 3.0%, during the year ended December 31, 2020, as compared to the year ended December 31, 2019. 

Interest expense

Interest expense increased $59,376, or 233.5%, for the year ended December 31, 2020, as compared to the year ended December 31, 2019. This increase was the result of interest expenses incurred related to draws used for working capital through the Company’s two revolving lines of credit, that were instituted on August 17, 2020, and December 17, 2019.

UK Operations

Our wholly-owned subsidiary in the UK generated $263,719 in revenue during the year ended December 31, 2020, as compared to $184,859, in the year ended December 31, 2019, a 43% increase. This accounted for 15% and 16% of our total revenue for the years ended December 31, 2020 and 2019, respectively.

Liquidity and Capital Resources

Our primary sources of liquidity come from cash generatedthrough operations and cash generated from the sale of our securities, including our common stock and promissory notes. For the year endedDecember 31, 2020, we had a gross profit of $540,872, used $1,642,551 net cash in operations, and had a net loss of $1,748,446. Duringthat time we received $2,674,406 gross proceeds from the sale of our notes and common stock. For the nine months ended September 30, 2021,we had a gross profit of $849,473, used $3,216,882 net cash in operations, and had a net loss of $5,155,704. At September 30, 2021, wehad working capital of $1,368,625, and as of September 30, 2021 our cash on hand may not be sufficient to sustain our operations.

Based on our current plans and business conditions, we believe that the cash received form our initial public offering, and cash generated from operations, will be sufficient to satisfy our anticipated cash requirements for at least the next twelve months and the foreseeable future.

Our future capital requirements will depend on many factors including our growth rate, the timing and extent of spending to support development efforts, the expansion of our sales and marketing, the timing of new product introductions and the continuing market acceptance of our products and services.

We may be required to seek additional equity or debt financing. In the event that additional financing is required from outside sources, we may not be able to raise it on terms acceptable to us or at all. If we are unable to raise additional capital when desired, our business, operating results and financial condition would be adversely affected. 

Contractual Obligations and Commitments

The following table sets forth our non-cancellable contractual obligations as of September 30, 2021.

Our notes payable as of September 30, 2021, include the following:

⁽¹⁾The Senior Secured Notes issued in our June 2021 Bridge Financing include terms that require their repayment, plus one year of interest, upon the completion of our initial public offering (see “Use of Proceeds”, above).

We have made certain indemnities, under which we may be required to make payments to an indemnified party, in relation to certain transactions. We indemnify our directors, officers, employees and agents to the maximum extent permitted under the laws of the State of Nevada. In connection with our facility leases, we have indemnified our lessors for certain claims arising from the use of the facilities. Also, in connection with our bank credit agreement, we have agreed to indemnify our lender and others related to the use of the proceeds and other matters. The duration of the indemnities varies, and in many cases is indefinite. These indemnities do not provide or any limitation of the maximum potential future payments we could be obligated to make. Historically, we have not been obligated to make any payments for these obligations and no liabilities have been recorded for these indemnities.

Off Balance Sheet

Other than lease commitments incurred in the normal course of business and certain indemnification provisions, we do not have any off-balance sheet financing arrangements or liabilities, guarantee contracts, retained or contingent interests in transferred assets, or any obligation arising out of a material variable interest in an unconsolidated entity. We do not have any majority-owned subsidiaries that are not consolidated in the financial statements. Additionally, we do not have interests in, or relationships with, any special purpose entities. Our chief executive officer provides a personal guarantee on much of our outstanding debt obligations.

Financing Transactions

2021 Bridge Financing

On June 23, 2021, we accepted subscriptions for $1,100,000 and issued senior secured promissory notes and stock purchase warrants to eleven accredited investors. Each promissory note (titled a “Senior Secured Note”) accrues interest at an annual rate of 12%, of which 10% is to be paid monthly, and the remaining 2% to remain unpaid, compound annually, and is due and payable on the maturity date. Each Senior Secured Note is due and payable on the earlier of: (a) June 23, 2023, (b) the closing of a “Qualified Subsequent Financing”, or (c) the closing of an initial public offering. In the event a note is pre-paid, we are required to pay a minimum one-year of interest. The term “Qualified Subsequent Financing” means the next sale, or series of related sales, of any security in which we received $4,000,000 or more from any parties that do not currently own, directly or indirectly, any of our common stock. We received gross proceeds of $1,100,000 in connection with the offering, and net proceeds of $990,000, after payment of $110,000 in diligence fees to Eaglevision Ventures, Inc.

The Senior Secured Notes are a general secured obligation of the Company, senior in all respects to the liens, terms, covenants and conditions of all existing debt of the Company, except for our loans from Small Business Administration (see “Contractual Obligations and Commitments”, above). We executed a Security Agreement concurrently with the issuance of the Notes, and filed UCC financing statements with the California Secretary of State.

The documentation with the investors of our June 2021 Bridge Financing contain affirmative covenants that require us to make available to the investors our officers, senior employees, and public accounts to discuss and advise on the affairs of the company, and provide to them monthly financial statements and annual budgets. We are also required to file a registration statement with the SEC on or before December 31, 2021, in connection with an initial public offering. The negative covenants in the documentation preclude us from incurring indebtedness senior to the Senior Secured Notes, incur any lien on our real or personal property, and dispose of any property outside the ordinary course of business.

In addition to the Senior Secured Notes, each investor received a warrant to purchase shares of our common stock at $2.86 per share, expiring ten years from the issuance date. The number of shares available for purchase by a particular investor is equal to the investment amount divided by 2.86. We are required to register the shares issuable upon exercise of the warrants with the SEC in this prospectus. Prior to the exercise of a warrant, we are required to provide the investor monthly financial statements unaudited consolidated statements of income, cash flows, and stockholder equity for each such monthly period.

On August 6, 2021, we received $350,000 gross and net proceeds and issued 84,574 shares of our common stock to four accredited investors. In addition, we issued one of the investors a warrant to purchase 50,000 shares for $4.14 per share, expiring five years from the date of issuance.

Common Stock Sales

On January 11, 2021, we commenced an offering of our common stock and stock purchase warrants, and received proceeds of $405,000 and $1,630,000 on various dates during the first and second quarter of 2021, respectively, pursuant to subscriptions from a total of nine accredited investors. We issued an aggregate 790,482 shares of our common stock, and issued warrants to purchase an additional 160,008 shares at $2.703 per share. Each warrant expires ten years from the date of grant, and allows the investor to “net exercise” the warrant without the payment of cash, provided the current stock price is greater than the warrant exercise price. The warrants do not require that we register the shares issuable upon exercise of the warrants with the SEC, and contain a standoff provision precluding the investor from trading any of our securities for 180 days after our initial public offering.

Line of Credit

On August 17, 2020, we entered into a Loan Agreement, Secured Promissory Note, and Security Agreement with Gemini Finance Corp., which allows us to draw funds from time to time, up to an aggregate principal amount of $700,000, for the purpose of purchasing inventory and factoring accounts receivable. The loan’s maturity date was January 31, 2021. The note accrues interest at 2.5% per month, and requires a 2% origination fee on each draw. Repayment of the note was secured by our personal property, including our inventory, contract rights and other general intangibles, deposit accounts, accounts receivables, and chattel paper. The note originally required that we make payments weekly equal to 40% of revenues collected during the prior seven days; in November 2020, we and Gemini agreed that we would make weekly payments of $20,000, which we have continued to do. As of December 31, 2020, we had made draws in the aggregate amount of $695,746, which Gemini paid directly to our vendors, accrued interest in the amount of $33,003, and made payments totaling $496,718. As of December 31, 2020, the balance due to Gemini on the note was $247,446. We made no further draws on the note, and on January 14, 2021, made a final payment in full satisfaction of the note.

SAFE Agreements

On April 22, 2021, the Company issued an aggregate 343,046 shares of common stock to a total of ten accredited investors in exchange for an aggregate $695,440 of proceeds that were received in 2020 pursuant to the sale securities under a Simple Agreement for Future Equity (“SAFE Note”), that had been carried as a Subscriptions Payable on the balance sheet.

During the year ended December 31, 2019, we received gross and net proceeds of $1,185,510, and issued 230,836 shares of our common stock to 14 accredited investors.

Noneof the foregoing transactions involved any underwriters, underwriting discounts or commissions, or any public offering. The Registrantbelieves the offers, sales and issuances of the above securities were exempt from registration under the Securities Act by virtueof Section 4(a)(2) of the Securities Act (or Regulation D promulgated thereunder) because the issuance of securities to therecipients did not involve a public offering, or in reliance on Rule 701 because the transactions were pursuant to compensatorybenefit plans or contracts relating to compensation as provided under such rule. The recipients of the securities in each of thesetransactions represented their intentions to acquire the securities for investment only and not with a view to or for sale inconnection with any distribution thereof, and appropriate legends were placed upon the stock certificates issued in these transactions.All recipients had adequate access, through their relationships with us, to information about us. The sales of these securitieswere made without any general solicitation or advertising. 

UK Bounce Back Loan

On May 6, 2020, the Company’s UK subsidiary entered into a loan agreement with the National Westminster Bank plc under the Bounce Back Loan Scheme (“BBLS”), as managed by the British Business Bank on behalf of, and with the financial backing of, the Secretary of State for Business, Energy and Industrial Strategy in the United Kingdom, pursuant to the Country’s response to the impact of the COVID-19 pandemic on the Company’s business. In accordance with the BBLS, the Company received an advance of £30,000 GBP, or $40,245 USD, and because the Company borrowed less than 25% of the annual turnover it was eligible for an additional £7,500 GBP, or $10,062 USD (“Top-Up”), which was received on November 24, 2020. Both advances bear interest at 2.5% per annum carried a maturity date of May 6, 2026, or 72 months from the loan origination date. The UK Government covers the interest on the BBLS and Top-Up for the first year, making it an interest-free loan for the first year. Monthly payments of £665.53 GBP, consisting of principal and interest, are due and payable over the remaining 60 months of the 72-month term. The balances presented herein have been adjusted to US dollars based on the exchange rate on the balance sheet date.

SBA Loans

On May 4, 2020, we received $63,038 pursuant to the U.S. Small Business Administration (“SBA”) Paycheck Protection Program (“PPP”). On March 9, 2021, the Company received forgiveness, as authorized by Section 1106 of the Cares Act in the amount of $63,573, consisting of $63,038 of principal and $535 of interest.

On March 18, 2021, we received a “second draw” PPP loan in the amount of $69,965 (the “Second Draw PPP Note”). The Second Draw PPP Note bears interest at 1.00% per annum, monthly payments are payable on the earlier of (i) the date on which the amount of forgiveness as determined under the PPP Guidance is remitted to the Lender, (ii) the date on which Lender provides notice to the Company that Lender has determined the Company is not entitled to forgiveness, (iii) the date on which SBA provides notice to Lender that SBA has determined that the Company is not entitled to forgiveness and (iv) if the Company fails to apply for forgiveness on or before the date that occurs ten months after the last day of the forgiveness period, such date. The PPP Note may be repaid at any time without penalty. On November 9, 2021, we applied for forgiveness of the amounts due under the Second Draw PPP Note. As of the date of this prospectus, we have not received a decision on the application.

On June 9, 2020, we received $150,000 pursuant to the SBA Economic Injury Disaster Loan program, and entered into a loan agreement and promissory note. The note accrues annual interest at 3.75%, and is due and payable in 30 years. On October 28, 2021, the SBA granted our request to increase the loan amount to $500,000. It requires monthly payments of $2,494 beginning June 9, 2022.

Business Advantage Term Loan

On December 16, 2019, we entered into an unsecured business loan agreement with Bank of America, N.A. (“BofA Term Loan”) as lender, encompassing a $25,000 Promissory Note issued to BofA (the “Note”). The Note carris interest at a rate of 5% per annum, payable in monthly installments of $749, consisting of principal and interest over the 60-month term of the loan. The Note may be repaid at any time without penalty. A total of $9,635 of principal was repaid on the loan during 2020. The outstanding balance at September 30, 2021, is $8,621.

Revolving Line of Credit

The Company participates in a Working Capital Terms Program (“The Program”) with American Express, whereby the Company enters into short term commercial loans, which allows us to draw funds at a minimum amount of $500 from time to time, for a term, at our election, of either 30 days, 60 days or 90 days, to pay vendors. Pursuant to The Program, the loan funds are advanced directly to our vendors. The loan fee is calculated as a percentage of the loan amount based on the term that we elect for each loan. Repayment of each loan is paid on, or before, the elected term via ACH from our linked bank account.

Critical Accounting Policies and Estimates

The preparation of these financial statements requires us to make estimates and assumptions that affect the reported amounts of assets, liabilities, revenue, expenses, and related disclosures. We evaluate our estimates and assumptions on an ongoing basis. Our estimates are based on historical experience and various other assumptions that we believe to be reasonable under the circumstances. Our actual results could differ from these estimates.

The critical accounting estimates, assumptions and judgments that we believe have the most significant impact on our consolidated financial statements are described below.

Basis of Presentation

The accompanying consolidated financial statements have been prepared in accordance with accounting principles generally accepted in the United States (the “GAAP”), and the rules of the SEC. Intercompany accounts and transactions have been eliminated.

The unaudited condensed consolidated financial statements of the Company and the accompanying notes included in this Quarterly Report are unaudited. In the opinion of management, all adjustments necessary for a fair presentation of the Condensed Consolidated Financial Statements have been included. Such adjustments are of a normal, recurring nature. The Condensed Consolidated Financial Statements, and the accompanying notes, are prepared in accordance with GAAP and do not contain certain information included in the Company’s Annual Report for the fiscal year ended December 31, 2020. The interim Condensed Consolidated Financial Statements should be read in conjunction with that Annual Report. Results for the interim periods presented are not necessarily indicative of the results that might be expected for the entire fiscal year.

Principles of Consolidation

The accompanying consolidated financial statements include the accounts of the following entities, all of which were under common control and ownership at December 31, 2020:

⁽¹⁾All entities are in the form of a corporation.

⁽²⁾Parent company, which owns each of the wholly-owned subsidiaries. All subsidiaries shown above are wholly-owned by SOS Hydration Inc.

⁽³⁾Incorporated on November 13, 2013 in the UK.

⁽⁴⁾Incorporated on June 13, 2014, and had minimal operations during the years ended December 31, 2020 and 2019, until being dissolved on July 23, 2021.

The consolidated financial statements herein contain the operations of the wholly-owned subsidiaries listed above. All significant inter-company transactions have been eliminated in the preparation of these financial statements. The Company’s headquarters are located in Longmont, Colorado and substantially all of its customers are within the United States and the UK.

These statements reflect all adjustments, consisting of normal recurring adjustments, which in the opinion of management are necessary for fair presentation of the information contained therein.

Foreign Currency Translation

The functional currency of the Company’s subsidiaries is the British Pound (GBP) for SOS Hydration Limited located in the UK, and the New Zealand Dollar (NZD) for SOS Hydration (New Zealand) Limited, dissolved in July 2021. The Company has maintained its financial statements using the functional currency, and translated those financial statements to the U.S. Dollar (USD) throughout this report. Our Foreign Currency Translation Adjustments (“FCTA”) for the balance sheets were made using the Closing Exchange Rate at the end of each period for each entity (UK & NZ), and the FCTA for each income statement period presented was based on an average exchange rate over the periods presented for each entity.  Foreign Currency Transaction Adjustments used the exchange rate at the time of the transaction. 

Monetary assets and liabilities denominated in currencies other than the functional currency are translated into the functional currency at rates of exchange prevailing at the balance sheet dates. Transactions denominated in currencies other than the functional currency are translated into the functional currency at the exchange rates prevailing at the dates of the transaction. Exchange gains or losses arising from foreign currency transactions are included in the determination of net income (loss) for the respective periods.

Comprehensive Income

The Company has adopted the Financial Accounting Standards Boards (“FASB”) Accounting Standards Codification (“ASC”) 220, Reporting Comprehensive Income, which establishes standards for reporting and displaying comprehensive income, its components, and accumulated balances in a full-set of general-purpose financial statements. Accumulated other comprehensive income represents the accumulated balance of foreign currency translation adjustments.

Use of Estimates

The preparation of consolidated financial statements in conformity with GAAP requires management to make estimates and assumptions that may affect the reported amounts of assets and liabilities and disclosure of contingent assets and liabilities at the date of the financial statements and the reported amounts of revenues and expenses during the reporting period. Actual results could differ from these estimates.

Segment Reporting

ASC Topic 280, “Segment Reporting,”requires use of the “management approach” model for segment reporting. The management approach model is based on the way acompany’s management organizes segments within the company for making operating decisions and assessing performance. The Companyoperates as a single segment and will evaluate additional segment disclosure requirements as it expands its operations. Geographically,North American sales accounted for approximately 84% and 87% of the Company’s total sales for the nine months ended September 30,2021 and 2020, respectively.

Fair Value of Financial Instruments

The Company discloses the fair value of certain assets and liabilities in accordance with ASC 820 – Fair Value Measurement and Disclosures (ASC 820). Under ASC 820-10-05, the FASB establishes a framework for measuring fair value in generally accepted accounting principles and expands disclosures about fair value measurements. This Statement reaffirms that fair value is the relevant measurement attribute. The adoption of this standard did not have a material effect on the Company’s financial statements as reflected herein. The carrying amounts of cash, accounts receivable, accounts payable and accrued expenses reported on the balance sheets are estimated by management to approximate fair value primarily due to the short-term nature of the instruments.

Cash in Excess of FDIC Insured Limits

The Company maintains its cash in bank deposit accounts which, at times, may exceed federally insured limits. Accounts are guaranteed by the Federal Deposit Insurance Corporation (the “FDIC”) up to $250,000, under current regulations. The Company had approximately $388,935 and $271,271 in excess of FDIC insured limits at September 30, 2021 and December 31, 2020, respectively. The Company has not experienced any losses in such accounts.

Inventory

Inventories are stated at the lower of cost or market. Cost is determined on a standard cost basis that approximates the first-in, first-out method. Market is determined based on net realizable value. Our beverage products consist of ready to drink Electrolyte beverages, single serving powder drink mix sticks or packets, called sachets, multiple serving consumer boxes, powder drink mix canisters and pouches. Raw materials consist of premix powder and flavor ingredients for the manufacturing of beverages, and packaging and bottling supplies. Appropriate consideration is given to obsolescence, excessive levels, deterioration, and other factors in evaluating net realizable value. No reserve for obsolete inventories has been recognized.

Revenue Recognition

The Company recognizes revenue in accordance with ASC 606 — Revenue from Contracts with Customers. Under ASC 606, the Company recognizes revenue from the sale of its hydration products in accordance with a five-step model in which the Company evaluates the transfer of promised goods or services and recognizes revenue when customers obtain control of promised goods or services in an amount that reflects the consideration which the Company expects to be entitled to receive in exchange for those goods or services. To determine revenue recognition for the arrangements that the Company determines are within the scope of ASC 606, the Company performs the following five steps: (1) identify the contract(s) with a customer, (2) identify the performance obligations in the contract, (3) determine the transaction price, (4) allocate the transaction price to the performance obligations in the contract and (5) recognize revenue when (or as) the entity satisfies a performance obligation. The Company has elected, as a practical expedient, to account for the shipping and handling as fulfillment costs, rather than as a separate performance obligation. Revenue is reported net of applicable provisions for discounts, returns and allowances. Methodologies for determining these provisions are dependent on customer pricing and promotional practices. The Company records reductions to revenue for estimated product returns and pricing adjustments in the same period that the related revenue is recorded. These estimates are based on industry-based historical data, historical sales returns, if any, analysis of credit memo data, and other factors known at the time.

Stock-Based Compensation

The Company accounts for equity instruments issued to employees in accordance with the provisions of ASC 718 Stock Compensation (ASC 718) and Equity-Based Payments to Non-employees pursuant to ASC 2018-07 (ASC 2018-07). All transactions in which the consideration provided in exchange for the purchase of goods or services consists of the issuance of equity instruments are accounted for based on the fair value of the consideration received or the fair value of the equity instrument issued, whichever is more reliably measurable. The measurement date of the fair value of the equity instrument issued is the earlier of the date on which the counterparty’s performance is complete or the date at which a commitment for performance by the counterparty to earn the equity instruments is reached because of sufficiently large disincentives for nonperformance.

Basic and Diluted Loss Per Share

The basic net loss per common share is computed by dividing the net loss by the weighted average number of common shares outstanding. Diluted net loss per common share is computed by dividing the net loss adjusted on an “as if converted” basis, by the weighted average number of common shares outstanding plus potential dilutive securities. For the years ended December 31, 2020 and 2019, potential dilutive securities had an anti-dilutive effect and were not included in the calculation of diluted net loss per common share.

Recent Accounting Pronouncements

In August 2020, the FASB issued ASU No. 2020-06, Debt–Debt with Conversion and Other Options (Subtopic 470-20) and Derivatives and Hedging–Contracts in Entity’s Own Equity (Subtopic 815-40): Accounting for Convertible Instruments and Contracts in an Entity’s Own Equity (ASU 2020-06), which simplifies the accounting for convertible instruments by reducing the number of accounting models available for convertible debt instruments. This guidance also eliminates the treasury stock method to calculate diluted earnings per share for convertible instruments and requires the use of the “if converted” method. The new guidance is effective for all entities for annual periods, and interim periods within those annual periods, beginning after December 15, 2021, with early adoption permitted. The adoption of ASU 2020-06 is not expected to have a material impact on the Company’s financial statements or related disclosures.

In May 2020, the SEC adopted final rules that amend the financial statement requirements for significant business acquisitions and dispositions. Among other changes, the final rules modify the significance tests and improve the disclosure requirements for acquired or to be acquired businesses and related pro forma financial information, the periods those financial statements must cover, and the form and content of the pro forma financial information. The final rules do not modify requirements for the acquisition and disposition of significant amounts of assets that do not constitute a business. The final rules were effective January 1, 2021. The Company has considered these final rules and updated its disclosures, as applicable.

In November 2019, the FASB issued ASU 2019-12 – Income Taxes (Topic 740): Simplifying the Accounting for Income Taxes. The amendments in ASU 2019-12 are part of an initiative to reduce complexity in accounting standards and simplify the accounting for income taxes by removing certain exceptions from Topic 740 and making minor improvements to the codification. ASU 2019-12 and its related amendments are effective for public entities for fiscal years, and interim periods within those fiscal years, beginning after December 15, 2020. The provisions of this update did not have a material impact on the Company’s financial position or results of operations.

Interest Rate Risk

Our exposure to interest rate risk is related primarily to our revolving credit cards. We are exposed to the impact of interest rate changes primarily through our borrowing activities for our variable rate borrowings.

Concentration of Credit Risk

Financial instruments that potentially expose us to concentrations of credit risk consist principally of cash, cash equivalents and accounts receivable. We place our cash and cash equivalents with financial institutions with high credit quality. At September 30, 2021, we had $569,050 of cash and cash equivalents on deposit or invested with our financial and lending institutions.

We provide credit to customers in the normal course of business. We perform ongoing credit evaluations of our customers’ financial condition and limit the amount of credit extended when deemed necessary.

Foreign Currency Risk

We operate in the United States and the United Kingdom. Foreign sales of products and services are primarily denominated in the British pound sterling, which is subject to fluctuations due to changes in foreign currency exchange rates. Accordingly, we are subject to exposure from changes in the exchange rates of local currencies. Consequently, changes in the exchange rates of the currencies may impact the translation of the foreign subsidiaries’ statements of operations into U.S. dollars, which may in turn affect our consolidated statement of operations.

We have not entered into any financial derivative instruments that expose us to material market risk, including any instruments designed to hedge the impact of foreign currency exposures. We may, however, hedge such exposure to foreign currency exchange rate fluctuations in the future.

BUSINESS

Company Overview

SOS Hydration, Inc. was founded by a veteran, a physician and a former professional track athlete, who were driven by their desire for a hydration product that could absorb quickly and had less sugar than the products that were available to them. SOS is an electrolyte replacement drink in the hydration drink category that provides products with less sugar than in traditional sports drinks such as Gatorade. SOS specializes in providing electrolyte-enhanced products to consumers and organizations worldwide. The founders used the base line formula that the World Health Organization (the “WHO”) developed, called an oral rehydration solution, but lowered the sugar, added electrolytes that are balanced for active lifestyles (e.g., chloride is the second most electrolyte lost in perspiration) and then added minerals zinc and magnesium. The product, with its low sugar but high electrolyte concentration, activates the sodium glucose cotransport system, which is the body’s mechanism for transporting water and electrolytes into its cells. SOS began in retail with a six-store test in Kroger and is now in stores nationally with Walmart and CVS. With the proceeds from the offering the Company expects it will accelerate its awareness, trial and repeat purchase rates. SOS has a unique opportunity as the consumer is more aware than ever of wellness and the reduction in sugar. With a product offering designed for kids, SOS seeks to influence the generation of tomorrow by providing low-sugar hydration alternatives and take them on a journey through their growth into loyal customers as adults. Adults can also enjoy the benefit of a product that gives the user a balance of electrolytes, vitamins and minerals with low sugar and, compared to water, gives the user the much-needed electrolytes that help water be active in the body’s cells. We are focused on delivering the healthiest and fastest-absorbing hydration products utilizing our proprietary formulations that build on the electrolyte replacement standards set by the WHO. The WHO has designated these electrolyte replacement formulations as oral rehydration solutions (“ORS”), which the WHO uses to treat dehydration around the world. One of the Company’s goals is to deliver impactful social change by educating and addressing the needs of its consumers to enable healthier lifestyles. Our products have less sugar and less calories than that of competitive brands such as Gatorade and LiquidIV, while providing the same or higher levels of electrolyte replacement (see the comparison table below). Consumers can purchase our products through e-commerce channels, including the Company’s own websites, and at approximately 12,000 brick-and-mortar retail stores including Walmart, CVS, Kroger (and its subsidiaries), Whole Foods and other retail locations.

Our mission is to be the world’s most essential hydration company by providing the very best products through a commitment to research, innovation and creating enduring social impact. We seek to do this by inspiring and supporting active lifestyles, health, and well-being through providing the most effective and highest quality hydration products.

Products

Our product lines include 1) hydrating powder, sold in single use packets, multi stick pack boxes and loose powder tubs; 2) Ready-to-drink (“RTD”) single serving bottles; and 3) our SOS Kids, featuring PAW Patrol product line launched in September and October of 2021, which is currently in powder format with an upcoming launch of the ready-to-drink version in 2022. Each of our product lines balances taste profile and hydration properties, ensuring that flavor is not sacrificed in the process of eliminating unwanted sugar and artificial ingredients. Innovation is a core value of SOS, and we develop our formulations to address specific hydration needs for all communities and individuals. We strive to utilize our products to enable healthier lifestyles, promote social inclusion and constantly focus on creative ways to contribute to a cleaner environment.

Sales Channels

Consumers can purchase our products in both brick-and-mortar retail stores and ecommerce channels, including the Company’s own websites, soshydration.com and SOSKidsHydration.com.

Industry Overview

According to Darren Rovell’s book, First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon, initial formulations of popular hydration drinks, including Gatorade, were similar in make up to an ORS, but over time sugar was added to the formulation to make the taste profile more palatable and commercially viable. After these changes were made, the idea of a fruit-flavored, sugary sports drink with added electrolytes began to take off.

 The next evolution of electrolyte hydration drinks is a rapidly growing segment of the beverage industry, marketed by a variety of different brands. We believe SOS to be uniquely positioned as a functional beverage drink and provider of electrolyte hydration drinks and powders for daily drinking, designed to prevent dehydration and quench thirst. Consumers are increasingly focused on health and wellbeing, and we believe this increases the need for a functional beverage able to meet the demands of oral electrolyte solution development in a rapidly growing market.

Market Size

Reformulated and improved functional beverages are now catering to broader hydration markets and hydration beverages are now available for the whole family. According to an article in Beverage Industry which included data from Chicago-based Information Resources Inc., non-aseptic sports drinks generated sales just north of $7 billion in U.S. multi-outlets and convenience stores for the 52 weeks ending May 17, 2020, an increase of 7.7 percent over the prior-year. According to Market Data Forecast’s Global Electrolyte Drinks Market report published in April of 2021, the global electrolyte hydration drinks market is expected to grow at a growth rate of 7.80% in the forecast period 2020 to 2027. The global Oral Rehydration Solutions hydration drinks market, a subset of the electrolyte drinks market comprised of products following WHO oral rehydration solution guidelines, was valued at $7.74 billion in 2019 and is predicted to reach $18.34 billion by 2027 according to a study by Verified Market Research, a compound annual growth rate (“CAGR”) of 13.5%. The high growth can be attributed to increased awareness and willingness to pay for healthier alternatives and a preference over sugary beverages. In addition, we believe increasing consumer interest in physical activities, including hiking, mountain biking and other similar activities will drive electrolyte drink market growth.

Market Trends

We believe that customers with a more focused understanding of health and wellness have become more aware that they need less sugar and more healthy ingredients in their products. We believe that increasing consumer health awareness is likely to drive interest in beverages with low sugar content and no artificial additives.

According to Beverage Industry’s, State of the Beverage Industry report, Gatorade continues to dominate the market, despite deceleration of its Performance, Frost, and G2 Perform lineups. However, the no-sugar, 5-calorie Gatorade Zero saw sales climb 202% to $703 million in multi-outlets for the 52 weeks ended May 17, 2020, IRI data reports. When it comes to market share, Gatorade is followed by Coca-Cola Co.’s Powerade lineup, and then BodyArmor, according to the 2020 State of the Beverage Industry report.

Analysts from the New York-based IBISWorld suggested that sports drinks with fewer artificial additives will increase their ability to compete with water. Sports drinks are expected to continue to grow in popularity, particularly for electrolyte hydration mixes.

Our Strengths

Proprietary Formulation for Daily Use

We believe we are well positioned within the oral rehydration beverage market to capitalize on growing consumer demands for low sugar, healthy alternatives as compared to competing brands that are high in sugars and artificial ingredients. (See the comparison table in “Company Overview”, above.) We believe our brand competes favorably with products across the energy drink, hydration drink and functional water verticals because of consumers’ positive perception of our healthy and family-focused attributes.

SOS’s proprietary formulation is focused on low sugar content and fast electrolyte absorption to combat the debilitating effects of dehydration. SOS’s products are hypotonic meaning that electrolytes can rapidly and efficaciously enter the bloodstream for optimal rehydration results. 

Powerful, Health-Focused and Family-Friendly Brand

The SOS brand revolves around enabling healthier lifestyles by delivering premium hydration products that have consumer-appeal and are enjoyable to drink. We are focused on combatting the excessive use of sugar and synthetic sugar-alternatives in the beverage market and enabling individuals to reap the benefits of proper hydration through our carefully crafted formulation.

SOS packaging is designed to “pop” on the shelves with bright and aesthetically appealing colors that are meant to symbolize energy, vitality and growth. The SOS name also stands out next to competitors within retail locations as it delivers a simple but effective message that the product is here to support healthy hydration and effectively fight off the side effects of suboptimal hydration. Furthermore, the simple message of the SOS brand makes it easy for customers to remember and continue finding products on the shelves and on the internet.

Authenticity is also a root element of the SOS brand. The Company was created as a result of the founder’s search for a healthier and more effective hydration product following a career as a military officer and professional track athlete, with first-hand experience with the adverse effects of sugary sports drinks. The management team embodies the SOS brand and the values of the Company’s target customers, promoting trust in the brand and its ideals. Additionally, the SOS team is committed to producing qualified research and educating consumers about health, hydration and the benefits of a low-sugar lifestyle.

Established Retail and Distributor Relationships

SOS has established and maintained robust relationships with retailers and distributors that positions its products to grow into additional stores and find its way to an increasing number of locations within each store. SOS is strategically priced to compete with alternatives while also offering attractive margins to the Company and its retailers. We hold a relationship-focused approach with our retail network and aim to collaborate with retailers so we can deliver on terms that are mutually beneficial.

Our growing relationship with Walmart, CVS, Kroger and Whole Foods highlights our ability to adhere to the high standards of the nation’s largest retailers. We will look to capitalize on the market validation provided by our blue-chip retail clients to further penetrate the retail market and continue growing the Company’s presence in stores. Our performance has been supported with increased shelf space and distribution points for SOS products.

Asset Light and Scalable Business Model

Through the use of third-party contract manufacturing, packaging and logistics, we have the ability to substantially increase revenue into the future without capacity constraints or capital expenditure requirements. This scalable model enables our team to focus on product innovation, marketing execution and other key objectives. Through careful diligence, we have established trusted co-packers that allow us to deliver high-quality products to our customers.

Our asset light business model offers us significant financial flexibility that can be leveraged to allocate our resources effectively for growth. The reduced overhead and fixed-cost structure allow us to position the business for expansion by recruiting top talent focused on sales, marketing, product innovation and ensuring that the Company culture continues to prioritize environmental and social initiatives.

The benefits SOS experiences from scale will grow with time as its production partners gain additional efficiencies, lowering cost of goods sold and expanding gross profit margins as sales volume continues to increase. The Company can intensely focus on growing the SOS brand and benefit from efficiencies long-term. SOS balances effective long-term relationship cultivation with its production and logistics partners.

Company Culture Dedicated to Diversity, Equity and Inclusion

SOS takes pride in being an innovative and mission-driven company. We make our mission clear to those inside and outside the organization and truly believe that our shared mission is embraced by our team members and customers. We seek to promote healthy lifestyles for all individuals. We also promote personal development, inclusion and equity, striving to make every employee and customer as dedicated to our mission as the founders and management team.

It is also of the upmost importance to us that we combat the harmful effects of excessive sugar intake and artificial ingredients. This vision is closely aligned with our objective of enabling individuals to live healthy lifestyles. We believe that our mission and objectives allow us to attract likeminded individuals who are in tune with our company and can help us continuously make a difference in the world.

Our employees are our greatest assets and believe they are at SOS to help make a difference. Employees receive competitive compensation packages and above-market benefits. We are motivated to provide training and growth opportunities for our employees along our journey to enabling healthy lifestyles.

Growth Strategies

Increase Direct-to-Consumer Conversion

Our brand platform is built around our mission to provide low-sugar hydration solutions that support healthier lifestyles. Our brand was created to provide a healthier hydration drink than the current offerings of our competitors, which have higher sugar content. (See the comparison table in “Company Overview”, above.)  We will continue to expand as consumers become more educated on the harmful effects of sugar. Our products reduce fatigue, provide long lasting energy, aid mental acuity and concentration, and boost immunity, as a result of our hypotonic, low-sugar formulation that helps you maximize performance even when indulging in dehydrating vices.

We market SOS Hydration under one brand across multiple categories, including Fast-Hydrating Powders, Ready-To-Drink Hydration and Immunity Beverages, and SOS Kids. We believe our brand has extensive consumer appeal that targets families in need of a healthy daily hydration solution. Our focus on healthy hydration has resonated well with consumers and retailers alike, as SOS’s products are sold in over 12,000 retail points of sale.

We see significant growth potential in our direct-to-consumer web store and are currently seeing strong repurchases from the web store, with approximately 20% of first-time purchasers buying a second time and approximately 60% of second-time buyers becoming repeat purchasers of SOS’s products. We expect these results to improve as we execute on our ecommerce growth plan focused on digital advertising, SOS branded events and influencers.

We have established an authentic, trusted brand that supports the health of individuals. We take pride in our ability to educate our consumers and our communities about the harmful effects of sugar and will continue to promote our ethos of healthy hydration.

Continue Focusing on Product Innovation

We are a mission-driven brand dedicated to providing fast-acting super-hypotonic hydration solutions with low sugar content. We seek to deliver fast electrolyte absorption and low sugar content products to consumers.

We have experienced consistent growth from our primary focus on fast-acting hydration powders, and we foresee multiple opportunities to pursue meaningful innovation across categories and activities. We have begun to roll out our ready-to-drink products in approximately 1,000 CVS HealthHUB locations and expect future penetration of our ready-to-drink products into other current retail partners.

We anticipate continuing to refine and customize our hydration formulation for specific activities, leading to additional market opportunities. SOS just released its kids’ formulation which was recently launched in all Walmart locations in the U.S. under the SOS Kids brand. We see a market need for additional specific formulations, including a ready-to-drink kids’ product, a daily vitamin and mineral hydration powder, a protein recovery formula, senior-focused hydration and military applications.

In addition to entering new categories, our innovation team is constantly assessing different ways to develop healthy hydration products that enhance our brand. We plan to continue to grow our current portfolio through line extensions and additional flavors, as well as developing new packaging formats consistent with our environmentally friendly culture.                  

Capitalize on Increased Scale to Drive Cost Efficiencies

We are at an inflection point in our lifecycleand are ready to capitalize on efficiencies of scale to realize improvements in gross margins. Our gross margins were 37.3% for the ninemonths ended September 30, 2021. We expect to see significant improvements in our ready-to-drink margins as we realize larger orders andcan make larger commitments to our third-party co-packers. We also expect to see incremental improvements to our powder gross marginsas sales grow.

We will see better long-term financial results as we continue to scale. Our long-term gross margin target is greater than 53% as we enhance our relationships with suppliers and grow revenues faster than our production costs.

We have an asset light business model, requiring low capital expenditures, which results in higher free cash flow generation and greater financial flexibility. For these reasons, we believe our business is well positioned to achieve profitability, while continuing to support our growth initiatives.

Continue to Expand Distribution Within Existing Channels

We have positioned our direct-to-consumer web store as a point of discovery for our products where consumers can learn about our product line and purchase online. We are currently seeing strong repurchases from the webstore, with approximately 20% of first-time purchasers buying a second time and approximately 60% of second-time buyers becoming repeat purchasers of SOS’s products. 

Many of our customers’ first experiences with SOS’s product line result from seeing the powders or ready-to-drink products on the shelves of our distribution partners that include Walmart, CVS, Kroger, and Whole Foods. We are located on three different shelves within both CVS and Walmart locations. This multi-shelf strategy is a unique feature for SOS as most brands only have visibility in one area of the store and allows us to drive higher incremental revenue per retail location. Shelf visibility also serves to drive traffic to our webstore and promotes sales through other ecommerce sites including Amazon, Target.com and Walmart.com.

We see significant existing distribution opportunities with our ready-to-drink products in Walmart and CVS, including grab-and-go cooler space at these locations. We have strong, long-standing relationships with some of the largest retailers in the world. Our total number of distribution points was over 12,000 as of September 30, 2021, and we believe we can expand into additional retail stores . We believe our focus on healthy hydration options resonates well with major retailers.

We had year-over-year sales growth of 56% for 2020, and we believe we meet a need for our retailers who are looking for family-friendly, healthy hydration options. Due to this combination, retailers continue to reward us with new locations and increased shelf space. We continue to have significant opportunity with our existing retailers. To date, we sell 8 flavors of our products at Walmart stores and up to 6 flavors of our products at most CVS stores. We sell ready-to-drink product on shelves at approximately 1,000 CVS HealthHUB locations. Our goal is to stock both our hydration powders and our ready-to-drink products at each location of every retailer that we currently serve and then expand into further retail and convenience channels.

Expand Our Network of Distribution Partners

We expect to leverage our success with existing retail distributors to attract new retail partners. We estimate there are approximately 20,000 additional retail distribution points that have a similar retail profile to our existing distribution partners. In addition to the previously mentioned comparable distribution points, SOS is developing relationships with other distributors focused on convenience stores and gas stations. While SOS has successfully developed traction within retail, the market is large and has ample capacity to support continued organic revenue growth for an extended period of time. There are over 38,000 grocery stores (Statista, Number of Supermarket Stores in the United States 2011 to 2018) and over 150,000 convenience stores (National Association of Convenience Stores, U.S. Convenience Store Count) in the United States alone, representing a robust channel through which consumers can gain exposure and purchase SOS products.

Beyond our existing retail channels, we believe there is significant opportunity for our products in the drug, warehouse club, convenience, foodservice, and military channels. Our ready-to-drink products provide grab-and-go cooler opportunities within the convenience and gas station distribution vertical as customers begin to look for healthier hydration products within these locations.

Next year, we plan to begin expanding into the Direct Store Delivery market with our ready-to-drink products, providing access to more points of sale while lowering inventory and warehousing costs.

We believe our products’ focus on health, accessible price point, and unique formulation provide the opportunity to become a leader in each of the retail channels in which hydration powders and hydrating beverages are sold. Entering new channels will not only provide volume growth for our brand but will also enhance our omnichannel strategy and raise awareness of our brand among new potential customers.

Stay True to Our Low-Sugar, Health-Focused Mission

We expect that SOS Hydration is poised to be the leader in healthy, family-focused hydration solutions that meet the daily needs of consumers. Our ethos is based on the principles of our founders who believe that people should have healthy hydration options for their families. SOS’s founders include a doctor, a veteran and professional athlete that understand the needs of today’s health-focused consumer. 

Our passion is educating the consumer on the daily benefits of hydration and a healthy lifestyle.  We believe this educational process will guide consumers to SOS’s products and away from legacy products high in sugar and artificial ingredients, resulting in social benefits and returns to our stakeholders.

Capturing Existing Market Share

Creating Disruption through Product Innovation

We believe SOS has created a superior solution to existing options in the hydration market. Rather than following WHO’s ORS guidelines that are used by many competitors, SOS has developed its own proprietary formulation that enables all individuals to support their health and hydration with a product that exceeds the quality of those currently consumed by even professional athletes. The social impact democratizes the ability to lead healthier lifestyles. The combination of an innovative and proprietary formulation, carefully crafted branding and differentiated messaging, have allowed SOS to penetrate the hydration market and build momentum with retailers and consumers. The Company plans to utilize its growing sales staff to leverage its advantages to scale revenue and provide tremendous health benefits to additional customers.

Proprietary Formulation

We believe hydration is the foundation of human health which is consistent with our mission of inspiring customers to live healthy lives. ORS are used to save millions of lives worldwide each year in third-world countries and is formulated by the WHO and endorsed by UNICEF. SOS reformulated the WHO science by lowering sugar content, maintaining electrolyte concentration, balancing the electrolytes for well people, not sick people (as is the recipe for ORT), and adding magnesium and zinc. Electrolyte solutions, such as SOS’s products, are used to combat dehydration in everyday situations and support fluid recovery following diarrhea, colds or flu.

Anchor Point of Value

We believe the low sugar and high electrolyte formula in SOS products will help the SOS’s growth in our target markets and believe we can increase market share through leadership with deep expertise, a management team of seasoned industry veterans, and product innovation unlike anything else on the market.

Recognizable Brand and Packaging

The logo and SOS name are synonymous with rescue and support, offering colorful and attractive packaging with a brand name that is easy to remember. This combination has proven effective on shelves as well as online. Additionally, the Company offers a positive and family-friendly brand that is inclusive and does not pigeon-hole the brand to a narrow slice of consumers. While the brand seeks to be all-encompassing, it is easily adapted to various niches, and can be focused depending on the various marketing campaigns the Company initiates.

Loyal Brand Following

SOS‘s initial target consumers were runners and triathletes, which played to founders James and Tom Mayo’s backgrounds as former professional track athletes. The hydrating powder sticks worked effectively initially, and the product started gaining traction with customers and still make up the core revenues of the Company, though the focus has shifted to active families, as they realize that everyday hydration is for everyone, and not just for sport. We have a 62% repurchase rate when customers have tried SOS twice.

Social Proof and Market Traction

SOS has over 6,000 genuine reviews on SOSHydration.com, Walmart.com and CVS.com with a solid 4-Star rating. SOS has already established itself as a credible and trusted provider of premium hydration products. We believe these peer reviews give consumers confidence in purchasing our products. The continued growth of the Company’s online presence will support future customer acquisition and we believe will entrench the SOS brand as a common household name.

Growing the Hydration Market

Creating More Health-Conscious Consumers Through Education

SOS not only seeks to gain existing market share, but also to generally expand the hydration market by creating more awareness in the market. While branding alone can create large brands in the beverage industry, SOS has chosen the approach of product innovation. Consumers are not always up to date with the latest research and trends regarding the products they readily consume. SOS seeks to become a hub for qualified data with the intention of arming individuals with the required information for making informed decisions. This will differentiate the SOS brand as one that not only provides the highest quality content, but also the highest quality information. Furthermore, with better information, consumers can further distinguish the quality of SOS products from both incumbents and new market entrants, creating a sustainable competitive advantage for the Company.

Concepts such as the nature of osmolarity, the actions of the Sodium/Glucose Co-transport System, the role electrolytes play in fluid balance, and other biomechanical principles are a challenge to convey quickly in a crowded, competitive market. Consequently, these educational insights often present a barrier to quick consumer engagement and/or are relegated to deeper libraries of information that may be largely ignored by the broader consumer group SOS seeks to attract.

We believe that maintaining peak hydration by starting with an SOS at the beginning of each day, and replenishing throughout the day, can help improve hydration. Alcohol and caffeine dehydrate, as do high sugar drinks (through reverse osmosis), therefore, SOS can be the reset beverage to put people back to a normal, healthy, hydrated state. SOS aims to lower the barrier to entry to healthy hydration.

SOS’s leadership and advisors have the expertise required to educate consumers and continue product innovation. The Company’s approach to consumer education will establish the Company’s representatives as certified experts in the hydration industry.

Redefining Consumer Segmentation

SOS’s quality hydration solutions have allowed recreational athletes and general consumers alike to benefit from products that are on par with the quality standards of bespoke hydrating solutions being used by professional athletes. Quality product availability and further consumer education will allow previously defined customer segments to coalesce, while also creating new customer sub-segments altogether.

Family Focused Marketing

Our kid-focused product provides us with a point of entry to every household with kids. As placement expands for this product, we expect complimentary growth to occur with retail partners in other products, including our RTD product category.  The beverage industry has previously neglected the need for quality and healthy hydration products for children. SOS provides an effective alternative to sugar-based drinks for kids. Focusing on SOS Kids allows for a new entry point for converting the entire household into SOS customers.

Military Penetration

Co-Founder James Mayo is a military veteran and cites dehydration as the number one non-combat casualty issue. SOS is researching product and packaging enhancements for military use and has received a small business innovation research contract from the United States Air Force to pursue this formulation.

Product Innovation

With an initial focus on research and development of our hydrating powders, SOS has since helped pioneer the hydration category. The initial concept was awarded with an invite to Coca-Cola’s VEB Founders Forum incubator program and was discovered and pilot-tested in six Texas Kroger stores. Early success led to roll out in other Kroger chains and helped pave the way for our two key retailers, Walmart and CVS. SOS is family friendly hydration, and our business strategy is all about promoting wellness through hydration, immunity support, improving physical and cognitive performance, and driving enjoyment through an improved mental state.

More recently, SOS has added vitamins and minerals to launch our RTD product and formulated a kids-specific product currently selling as SOS Kids. Additionally, SOS is formulating a kids RTD and is researching a vitamin version for adults and a post workout recovery drink with protein.

Leadership and Company Culture

Innovative and Mission-Driven Culture

SOS was founded with on the principle of innovation and seeks to continue growing the business with the same culture on which it was founded. Our shared mission is clearly understood and fully embraced by our team members. We are united in our efforts to promote healthy family lifestyles, and healthy hydration for the whole family. We will maintain a culture focused on personal development, inclusion, equity and fairness as we grow to ensure that all employees are treated with respect, dignity, and have opportunity for self-growth. 

Our Company fosters an inclusive and equitable corporate culture that encourages growth from within, while providing mentorship programs with leading experts in the industry. We hold quarterly in-person meetings with team building activities and workshops to promote collaboration and a team-first mentality. We are proud of our high-energy, nimble, and diverse management team. Many members of the SOS team come from a running or athletic background and this group takes a team-first mentality, working together strategically and collaboratively to achieve company goals.

Expertise and Advisors

Relevant medical knowledge at the Founder level is the foundation of SOS’s product development. Co-founder Blanca Mayo is a gastrointestinal physician and transplant hepatologist at the Mayo Clinic who has formulated SOS’s product line, consisting of better-for-you, healthy hydration options. She formulated a SOS Kids product with added Vitamin A, Vitamin C, Magnesium, and Zinc to boost immunity and a ready-to-drink that provides the consumer a balance of electrolytes, vitamins and minerals in a low-calorie, great tasting drink. Supplemental to the founders’ expertise is the knowledge and experience of its external advisors and investors who range from board members at InBev, to former senior Coca-Cola executives, to former global heads of marketing for a multi-national beverage company to several former founders and chief executives of high-profile consumer packaged goods brands. Additionally, SOS has knowledgeable and supportive investors who provide business advice and mentorship to SOS leaders. Investors include Peter Lynch, former manager of the Magellan Fund at Fidelity Investments, and Kevin Harrington, one of the original panel members and investors on the show Shark Tank.

Dedicated Leadership and Employee Base

The SOS mission reverberates through every employee and leadership intends to ensure this remains the case as the Company adds to the team through carefully designed hiring, onboarding, and training processes. James Mayo has a proven track-record establishing and growing organizations and is committed to tackling the global hydration problem by providing healthier, more effective, and better-tasting alternatives for consumers, while creating social impact by enabling healthy lifestyles and tackling environmental issues by constantly focusing on manufacturing and packaging innovation.

As of January 21, 2022, SOS had twelve employees. Ofthese, eleven work in the United States, and the remainder work at our UK subsidiary. We anticipate substantial growth in our employee-basein the following years as our growth continues to accelerate. The primary growth areas will be marketing and sales. A detailed timelineof new hires and expected salaries are detailed in our budget.

Overview of Operations

Facilities and Headquarters

Our principal executive offices in the United States are located at 1265 Bramwood Place, unit 6, Longmont Colorado, 80501 and our UK Headquarters are at 10th John Street, London, WC1N 2EB, UK. Our Company was incorporated on January 24, 2013, as a California corporation, based out of San Francisco. We established two wholly owned subsidiaries, a UK Limited Company on November 13, 2013, and a New Zealand entity on June 13, 2014, the latter of which was later closed on July 23^rd, 2021. We incorporated a Nevada corporation on October 4, 2021, and merged the California corporation into that entity on November 9, 2021, having moved our headquarters and out of California in June 2021. Our corporate website is www.soshydration.com. The information contained on or accessible through our website is not part of this prospectus.

Scalable and Asset-Light Business Strategy

Margin Improvement Opportunities

SOS’s asset-light business strategy provides a low fixed-cost business structure and allows the business to readily scale. There are low risks for capacity constraints as revenue continues to grow. Additionally, SOS is actively working on initiatives to improve margins through scale and process efficiencies. Larger batches will result in cost savings from economies of scale, and we believe we can lower our cost from current levels at $0.98 per unit to $0.50 per unit over time, realizing approximately 50% in savings.

Product Fulfillment

Ingredients

All ingredients are sourced using non-GMO verified components. The ingredients (for powder and ready to drink) are checked and blended with one co-packer, who is responsible for verifying proper formulation, ingredient blending and coordinating appropriate quality control through the use of internal and external resources. The product is then also tested and certified by two independent certification companies, NSF International and Informed Sport, to ensure we have the highest quality ingredients. Quality assurance and quality control are pivotal, and we work with our suppliers to ensure there are rigorous processes to hold manufacturing quality to our Company’s extremely high standards. SOS labels its packaging as a food product and not a supplement because the ingredients used are considered by the FDA to be GRAS.

Manufacturing

Our products are produced by established third party co-packers, exclusively in the United States. Co-packers allow SOS to grow production without substantial investment in production facilities and to focus our resources on brand development, sales and marketing. It also allows us to diversify our manufacturing process with different companies within the United States. We purchase our labels and packaging materials from domestic suppliers, and our co-packers purchase our raw ingredients, which are available from many reliable suppliers to ensure business continuity and lack of disruption to the supply chain.

Packaging

SOS’s current packaging materials include easy-tear foil for the sticks and pouches and PETR (recycled plastic) for the tubs and RTD. SOS desires to move to more sustainable packaging and in 2020 trialed a compostable packaging line. The trial was discontinued because the compostable packaging broke down prematurely, shortening product shelf life. As we continue to grow, we plan to seek out the latest proven packaging technologies to reduce our carbon footprint and eliminate harmful waste without compromising product quality.

Logistics

SOS has its own leased 1,500 square foot warehouse in Longmont, Colorado. This warehouse is used specifically for online orders and smaller purchase orders and is managed by our internal warehouse manager with a team of part-time packers. SOS has also employed a freight forwarding company – RJW Logistics Group (“RJW”) - for all retail fulfilment RJW has significant experience with major retailers and offers cost savings through “less-than-load” shipping rates. RJW utilizes warehouses across the country and allocates product according to the location of the distribution center of each retailer to reduce logistics costs. SOS fulfils Amazon in two ways. First, via its seller central portal where SOS sends products to Amazon warehouses across the country, and they ship on our behalf. We also partner with Amazon’s Vendor Central operation which issues specific purchase orders and has full responsibility for selling and shipping the product. 

Suppliers and Vendors

The ingredients in SOS products include electrolytes,sugar, minerals, vitamins, natural flavors and natural colorings. SOS is labeled with a nutrition facts panel and as such is a food productbecause it uses GRAS ingredients, as specified by the FDA, for food product labelling. Our packaging materials are easily availablefrom multiple sources in the United States. Our plastic bottles are of standard size, which have had adequate supply and have not experiencedsupply disruption, even during the COVID-19 pandemic.

Our co-packer, one label printing company and blender are all located in the Los Angeles, California area to minimize shipping costs and environmental footprint. Our RTD is produced in Northern California, and we utilize the same blender for the base formula as the powder drink. SOS is currently in discussions with several other plants that are located in different areas of the country to help further reduce shipping costs. All current suppliers have incremental capacity for the Company’s continued growth and SOS has a reserve co-packer which is also based in Los Angeles with similar capabilities to the current co-packer, which can take capacity if there are any issues with current production. We are exploring an additional co-packer in Chicago which may reduce shipping costs and provide another source for manufacturing. SOS bases production off sales and marketing projections to order six months in advance, as production of our products can take three to four months.

Retailer Distribution Network

SOS is sold across many retail segments in the United States, United Kingdom, and through licensing agreements in New Zealand and Australia, including supermarkets, convenience stores, drug stores, nutritional stores, and mass merchants such as Walmart, CVS Pharmacy, Kroger (and its subsidiaries), and Whole Foods. Unlike many other brands, SOS has been able to expand our product offerings within each retail partner, increasing penetration and sales. For example, while we may start out featuring our powder in the “main beverage aisle” of a supermarket, we have been able to add our ready-to-drink beverage, our kids’ product, and our powders in the check-out aisle or sports nutrition section.

All production is completed in the United States. SOS takes ownership of all UK supply and has a team of two personnel at the UK subsidiary to support inventory and distribution. Distributors in Australia and New Zealand assume ownership of product from the point of production at the time products leave the co-packer’s warehouse.

SOS has focused on building a foundation of relationships that will drive the business and its growth into the future. Walmart and CVS are prime examples of this philosophy, believing in the performance of the brand and taking a partnership-first approach to placing products on shelves and creating an important avenue for revenue growth as well as brand presence within their retail locations.

Sales & Marketing

General Approach

Everyone requires hydration, providing SOS an opportunity to target its marketing message to a wide range of demographic groups, including athletes, families, and health-conscious individuals seeking hydration alternatives to current products on the market.

SOS targets a variety of customer groups, creating customized landing pages, advertisements, and detailed email and SMS follow up drip campaigns, which make the customer feel that SOS is a product designed specifically for them. With a strong emphasis on family-friendly hydration, SOS knows that family can look a lot of different ways, so we take extra care in curating content with diversity and inclusion in mind.

Target Markets

Target markets that we market to include, but are not limited to, runners, triathletes, fitness seekers, outdoor enthusiasts, yoga, spin class, F45/Orange Theory, adventurers, athletic category (from kids sports to NCAA, to the professional level), hangover, daily supplement / immunity boosting, military, government, and others. 

Brand Awareness

From the company’s website at www.soshydration.com, families can learn more about the science of hydration, and see the full line of SOS Hydration products for both adults and children—including SOS Kids. Currently, the product is available at bricks and mortar retailers and through soshydration.com, Amazon.com, Target.com, Walmart.com, and other online retailers.  

Consumer Outreach

SOS is focused on growing its customer base which started with high performance athletes and is now shifting to active families. SOS is constantly testing and learning who its customer is and uses sampling, where Company representatives hand out free product samples, as the primary method of outreach through events and in store activations. Additionally, we are refining our digital consumer avatar and testing through multiple digital sales funnels with different prices, offers and messages to see which funnels generate the most ROI. We also encourage reviews on the website to help support our products’ advocacy and social proof. Finally, we are building out our ambassador programs and social media presence to engage followers who support the SOS message, purchase products, and share with their friends or followers if they’ve had a positive experience, creating a network effect with our marketing spend.

Competitive Landscape

The hydration industry has many competitors and categories. Primarily, these include:

Competitor Categories

Differentiation

SOS distinguishes itself from its competitors resulting from its reduced sugar, while maintaining a high electrolyte concentration. Unfortunately, most people ignore the fact that they are dehydrated on a daily basis. Dehydration affects all of us, not just athletes or those that live in hot climates. Unlike many competing products, SOS is designed for daily use and, with less sugar, is safe to consume daily. Every bottle of SOS RTD has just ten calories with only three grams of sugar per serving, allowing consumers to feel good consuming a healthy beverage with less sugar and more electrolytes than leading sports drinks such as Gatorade and LiquidIV. SOS is safe for the entire family and is three times more effective than water at hydrating the body’s cells. (See the comparison table in “Company Overview”, above.)

Many of the ORS solutions on the market followthe original WHO ingredient ranges and have similar concentrations of sugar and electrolytes but have been marketed and promotedin different ways to suit a specific use case. SOS has taken the WHO formula a step further and has optimized the electrolyteconcentration for healthy people lowered the sugar content.  

 
               SOS does not contain caffeine and is therefore not located in store shelves next to other highly caffeinated beverages. We believe SOS does not compete with these highly caffeinated beverages but can complement them by preventing dehydration.

Legal and Regulatory

Trademarks and Intellectual Property

Our SOS formulations are proprietary trade-secretsand kept under strict lock and key. We hold multiple domestic and international trademarks and proprietary rights that are essential forbusiness operations, including but not limited to, our SOS name and logos, package designs, and phrases such as “more from water”,“speedy hydration”, “rehydrate recycle”, and “drinkable IV”. Our trademarks have been important inbuilding our brand and will continue to be of utmost importance as we grow our market presence and build further recognition and differentiationwith customers globally. Our trademarks are generally renewable in perpetuity in each jurisdiction, and we intend to continue to timelyrenew our trademarks.

Regulatory

Our company and our products are regulated under strict standards established by the Federal Trade Commission, the FDA, the United States Department of Agriculture, the Occupational Safety and Health Administration, and other regulatory agencies at the federal, state, and local levels. The regulations and standards include various aspects from manufacturing to labeling, and the eventual sale of products at retail locations or through our ecommerce platforms. SOS Hydration products are comprised of ingredients that are GRAS, according to the FDA guidelines and must be produced under good manufacturing practices, among other requirements. Our products are also certified for being non-GMO and are certified by third-party organizations.

Legal Proceedings

There are no current legal proceedings that will have a material adverse effect on our business, financial condition, results of operations or cash flows.

MANAGEMENT

Executive Officers and Directors

The following table sets forth information about our executive officers and directors as of the date of this prospectus:

James Mayo

James Mayo is one of the co-founders of SOS, has servedon its board of directors since inception in January 2013, and serves as its president and chief executive officer, chief financial officer,secretary, and chairman of its board. Mr. Mayo values tenacity, teamwork, humor, and passion. He specializes in managing and growing teamsinto profitable and enjoyable entities. Before becoming an entrepreneur, was a consultant and progressed to the role of an Executive Directorat Michael Page International, from November 2004 to November 2012, and handled their operations in the United Kingdom, Canada, and California.In addition, from August 2002 to September 2004, Mr. Mayo worked as a sport television news writer and host with ESPN STAR, and from June2002 to September 2004 was the National Distance Athletics Coach of Singapore. Mr. Mayo graduated from De Montfort University (UnitedKingdom) in 1996 with a degree of Bachelor of Arts in Business Studies. Shortly thereafter, from January 1997, to April 2002, he servedin the British Army where he achieved the rank of Capitan. Mr. Mayo’s wife, Dr. Blanca Lizaola-Mayo, and brother, Thomas Mayo, alsoco-founded the Company and serve on its board of directors.

Victor Andrade

Victor Andrade joined SOS in November 2021, and onJanuary 9, 2022, was appointed its Chief Financial Officer. Most recently, from May 2021 to October 2021, Mr. Andrade was the InterimController for CGK Unlimited. From March 2018 to April 2021, he worked as the Accounting Manager for Liquid IV, leading all the accountingprocesses of a $120 million hydration drink company. From January 2015 to February 2018, he worked as an Accounting Supervisor for AdvancedFresh Concepts Franchisee Corporation. Mr. Andrade earned an undergraduate degree in finance at the California State University Long Beachin 2011, and a masters in business administration in 2018 at the same academic institution. Our board of directors concluded that hisacademic and work experience qualified him for the position of CFO.

Blanca Lizaola-Mayo, M.D.

Dr. Blanca Lizaola-Mayo, M.D. is one of the co-foundersof SOS and has served on its board of directors since inception. She is a licensed physician specializing in gastroenterologyand hepatology, with certification in internal medicine. In June 2018, she started her fellowship at the Mayo Clinic in PhoenixArizona in gastroenterology and transplant hepatology, and in since October 2021, shehas served as a gastrointestinal physician and transplant hepatologist. Inaddition to her clinical experience, Dr. Lizaola-Mayo is active in clinical research and has extensive experience in internal medicine.She has published several articles on topics related to gastrointestinal and liver disease. From August 2012 to June 2014 she was a clinicalresearch coordinator at the University of California, San Francisco. Dr. Lizaola-Mayo graduated medical school in 2009 at the UniversidadAnahuac. In June 2010, she started her surgical residency at HospitalAngeles De Las Lomas, in Mexico City, ending in December 2011, and fromJune 2014 to June 2018, at St. Elizabeth’s Medical Center she completedher Internal Medicine Residency with the final year serving as the Chief Resident. Dr. Lizaola-Mayo is fluent in English andSpanish. Dr. Mayo is married to the Company’s CEO, James Mayo.

Thomas Mayo

Tom Mayo is the one of the co-founders of SOS, andhas served on its board of directors since inception. He is the brother of co-founder James Mayo. He is also co-founded and is a Directorof Mayo and Calder Group, which was the sole company with exclusive delivery service for the 37^thAmerica’s Cup events.Currently, Mayo and Calder Group holds rights for the Ocean Race Event in Auckland 2023. Mr. Mayo’s career spans over 15 years ofexperience in leading companies. From March 2005 to April 2008, he was the Chief Operations Officer for Triathlon New Zealand; from April2008 to December 2010, the Chief Executive Officer for the World Rowing Championships (FISA); and from July 2018 to June 2020, a ManagingDirector of America’s Cup Events. Mr. Mayo graduated from Loughborough University in 1998 with a Bachelor of Science in Sports Science.Mr. Mayo is bilingual in English and Spanish. Mr. Mayo’s extensive experience putting on major sporting events, intimate knowledgeof the SOS brand, international business experience, and sports, wellness and lifestyle marketing experience, make him uniquely qualifiedfor the board of directors.

Robert Ludecke

Robert Ludecke has been amember of our board of directors since October 2017. He is a senior executive with more than 25 years’ experience in company governance,executive management, and investment banking. Robert’s last investment banking role was with BNP Paribas as Managing Director –Investment Banking, from May, 2007, to December, 2011, where he was responsible for their Australian Energy and Commodities platform. Heserved as Chief Operating Officer of Carrfields from October 2015 to May 2017. From October 2017 to June 2021, he served as Principaland Managing Director of Robert Edward Advisory. Since June 2021, he has served as General Manager of Hydrogen and Strategic Projectsfor Iberdrola Australia. Mr. Ludecke has run his own corporate advisory business, Ludecke Capital Management, providing strategic adviceto both listed and private companies in Australia and New Zealand with a particular focus on business strategy, capital strategy and corporaterestructuring from May 2012 to September 2015. Comprehensive career includes experience in Australia, New Zealand, North America and UnitedKingdom. Mr. Ludecke is a graduate of Lincoln University in New Zealand where he was awarded a bachelor’s degree in 1985, and aresident of Sydney, Australia.

Mark Waller

Mark Waller has been a member of our board of directorssince March 2021. Mr. Waller is the founder and the sole owner of Bridgeworks Capital, a private merchant bank, since 1985. He has servedon many for-profit boards of directors, including (i) Ascent Solar Technologies, Inc., listed on Nasdaq, from October 2005, to November2006; (ii) Cell Robotics International, Inc., formerly listed on Nasdaq, from its inception in September 1988, to June 1992. He servedas a director of GE Primestar from May 2006, to April 2011, serving as chairman of the board for two years. Since February 2021, he hasserved on the board of directors of Auxetics, Inc., a medical technology company. He co-founded and has been on the board of Storion,Inc., an energy storage company, since its 2015 inception. Mr. Waller attended Reed College in Portland Oregon. Mr. Waller’s experienceleading companies and on boards of directors led to the conclusion that he would add value to the Company’s board of directors.

Rebecca Messina

Rebecca Messina has been a member of our board of directorssince October 2021. She is a 30-years marketing veteran with over 26 years dedicated to beverages and building some of the world’slargest and fastest growing beverage brands around the world. At the Coco-Cola Company for 22 years, from May 1994 to March 2016, in Ms.Messina’s more recent role at Coca-Cola she was the CMO for their Venturing and Emerging Brands portfolio.   FromApril 2016 to September 2018, Ms. Messina joined Beam Suntory, Inc. as Global Chief Marketing Officer. From September 2018 to August 2019,she joined Uber Technologies, Inc. as its first-ever Global Chief Marketing Officer. From December 2019 to the present, she has servedas an external Senior Advisor with McKinsey & Co. where is an advisor to clients across a marketing and sales client base. Rebeccanow serves on the board of four beverage brands including VIVE Organics and Archer Roose Wines. She is also on the board of directorsof INVO Bioscience, Inc. Ms. Messina holds a bachelor of arts degree from Miami University in Oxford, Ohio. Our board welcomed Ms. Messinaas a member due to her deep experience with emerging beverage brands, prior board experience, and executive suite experience.

Simon Winter

Simon Winter has been a member of our board of directorssince October 2021. He is seasoned senior finance leader with over 20 years of global senior management experience in both the commercialand advisory sectors. Since January 2019, Mr. Winter has served on the board of directors of the UK based Ignis Investment Services Limitedand also on the board of the UK based Ignis Asset Management Limited. He has worked for Abrdn PLC (formerly known as Standard Life AberdeenPLC) and affiliated entities since June 2012, as Finance Transformation Director since January 2020. Mr. Winter graduated from the Universityof Leeds, School of Geography in 1996 with a Bachelor of Science. His earned his Fellow Chartered Accountant (FCA) license in 1999 fromthe Institute of Chartered Accountants England and Wales. A year later, he earned his FSA (Corporate Finance Representative) license,and five years thereafter, the obtained an Investment Management Certificate. It was his experience and finance background that led tothe conclusion of his value to the Company’s board of directors.

CORPORATE GOVERNANCE

Effective upon consummation of this offering, our Boardof Directors will adopt the charters for our Audit and Compensation Committees, and certain other corporate governance documents and policies,including our code of ethics. Once adopted, such charters and policies will be posted on our corporate website, www.SOShydration.com,in the Investor Relations – Corporate Governance section. Any changes to these documents and any waivers grantedwith respect to our Code of Ethics will be posted at www.SOS Hydration.com. In addition, we will provide a copy of any ofthese documents without charge to any stockholder upon written request made to Corporate Secretary, SOS Hydration Inc., 1265 BramwoodPlace, unit 6, Longmont Colorado 80501. The information at www.SOS Hydration.com is not, and shall not be deemed to be,a part of this prospectus.

Director Independence

Our board of directors consists of seven members. Our board of directors has determined that Robert Ludecke, Mark Waller, Rebecca Messina and Simon Winter are all independent directors in accordance with the listing requirements of the Nasdaq Capital Market. The Nasdaq independence definition includes a series of objective tests, including that the director is not, and has not been for at least three years, one of our employees and that neither the director nor any of his family members has engaged in various types of business dealings with us. In addition, as required by the Nasdaq rules, our board of directors has made a subjective determination as to each independent director that no relationships exist, which, in the opinion of our board of directors, would interfere with the exercise of independent judgment in carrying out the responsibilities of a director. In making these determinations, our board of directors reviewed and discussed information provided by the directors and us with regard to each director’s business and personal activities and relationships as they may relate to us and our management. The three directors for whom the board determined were not independent are related by marriage or blood, and include our chief executive officer, James Mayo.

Role of Board in Risk Oversight Process

Our board of directors has responsibility for the oversight of the Company’s risk management processes and, either as a whole or through its committees, regularly discusses with management our major risk exposures, their potential impact on our business and the steps we take to manage them. The risk oversight process includes receiving regular reports from board committees and members of senior management to enable our board of directors to understand the Company’s risk identification, risk management and risk mitigation strategies with respect to areas of potential material risk, including operations, finance, legal, regulatory, strategic and reputational risk.

The audit committee reviews information regarding liquidity and operations, and oversees our management of financial risks. Periodically, the audit committee reviews our policies with respect to risk assessment, risk management, loss prevention and regulatory compliance. Oversight by the audit committee includes direct communication with our external auditors, and discussions with management regarding significant risk exposures and the actions management has taken to limit, monitor or control such exposures. The compensation committee is responsible for assessing whether any of our compensation policies or programs has the potential to encourage excessive risk-taking. While each committee is responsible for evaluating certain risks and overseeing the management of such risks, the entire board of directors is regularly informed through committee reports about such risks. Matters of significant strategic risk are considered by our board of directors as a whole.

Board Committees and Independence

Upon the effectiveness of the registration statement of which this prospectus forms a part, we will establish an audit committee of the board of directors. Messrs. Waller, Ludecke, and Winters will serve as members of our audit committee. Under the Nasdaq listing standards and applicable SEC rules, we are required to have three members of the audit committee all of whom must be independent. Our board has determined that Messrs. Waller, Ludecke, and Winters are independent.

Each member of the audit committee is financially literate and our board of directors has determined that Messrs. Waller, Ludecke, and Winters each qualifies as an “audit committee financial expert” as defined in applicable SEC rules.

Audit Committee

The audit committee’s main function is to oversee our accounting and financial reporting processes and the audits of our financial statements. This committee’s responsibilities include, among other things: