Jordan Pilosof is the Co-founder of SaltWater Co., a functional hydration brand creating clean, mineral-rich water infused with Himalayan salt and free from sugar, calories, and unnecessary additives. Drawing on his background as a high-level athlete and his experience in health and wellness, Jordan helps lead product positioning, retail growth, sampling strategy, and founder-led education around better hydration. His work centers on building a premium beverage brand for everyday performance, recovery, and cleaner hydration.

Hydration is no longer just about drinking more water. Consumers are paying closer attention to labels, function, and whether a product actually supports how they live, train, work, and recover. So how can a beverage brand deliver real hydration benefits without turning water into something overloaded or complicated?

Jordan Pilosof, a health and wellness founder with a background in high-level athletics, sees the opportunity in the middle ground between plain water and traditional sports drinks. His answer is simple: build around function first, keep the ingredient list clean, and make trial a core part of growth because people need to taste the product before they understand it. Jordan points to sodium, mineral sourcing, founder-led education, and retail sampling as key levers for earning trust in the crowded hydration category. Clean beverage innovation is strongest when it removes confusion, solves a real need, and makes the value obvious from the first sip.

In this episode of The Missing Ingredient, CJ Bruce sits down with Jordan Pilosof, Co-founder of SaltWater Co., to discuss clean hydration and functional beverage innovation. Jordan shares how athletics shaped the brand, why sampling drives adoption, and how clean positioning helps products stand out. He also touches on co-packing, AI in CPG, and finding the right partners to scale.