Hijos de Rivera and Ilia Topuria launch MUCHO: the new functional beverage without sugar or caffeine
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Editorial Staff / ReasonWhy
The arrival of Mucho on the market reflects a strategy that consolidates Hijos de Rivera 's position in the field of functional food innovation . In partnership with wrestler Ilia Topuria , the Galician company is introducing a new generation of beverages aimed at a demanding, young consumer focused on physical and mental well-being. The formula: sugar-free, caffeine-free, with plant-based protein, BCAAs, and micronutrients.
The launch of Mucho is part of a growing consumer trend: the rise of functional beverages. With sustained growth exceeding 50% annually in Spain and a market valued at over €20 million, according to a company statement, this segment has become a strategic area for brands with innovative capabilities, distribution networks, and compelling storytelling.
This segment has become a strategic area for brands with innovation capabilities.
“We have been working for a long time on the development of a functional beverage that responds to new consumer demands and offers a natural energy boost. We are very proud of the result and convinced of its potential to connect especially with new generations,” says Francisco Ucha, CEO of Corporación Hijos de Rivera.
The product comes in four varieties – Cherry KO, Watermelon Champ, Mango Chao, and Apple Clutch – and is now available in retail outlets . Its formula, as Hijos de Rivera points out, is notable for containing 300 mg of BCAAs and 5 grams of plant-based protein, as well as B vitamins (niacin, B6, and B12), magnesium, zinc, and antioxidants such as vitamins C and E. The goal is not to replicate the traditional energy drink model, but rather to offer a healthy alternative that naturally improves physical and cognitive performance.
“With Mucho, I’m fulfilling a long-held dream: to create a healthy beverage without any sugar or caffeine, that can be enjoyed by everyone, from children to adults. Together with Hijos de Rivera, we’ve created something authentic, unique, and purposeful,” says Ilia Topuria.
Sons of Rivera For years, it has been laying the groundwork for expansion beyond its iconic Estrella Galicia beer. It has introduced new categories such as kombucha, functional waters, and juices with added benefits, in an effort to adapt its portfolio to the market. Emerging consumer habits. This approach allows you to transition from a brewing company to a food & beverage company with a holistic vocation.
With 100% family-owned and Spanish capital, Hijos de Rivera maintains a long-term business vision that combines roots, innovation, and purpose. The collaboration with a figure like Ilia Topuria is not just a Brand alliance ; it is a way to insert authenticity and cultural affinity into a project with commercial ambition and Mucho is a declaration of intent about the future of the company.