Growing up, Lindsey Fredrick says her family emphasized the importance of healthy and nutritious foods. However, the founder and CEO of the Michigan-based Tart endured more than 30 allergies and persistent gut health issues, which made finding suitable options a constant challenge.

“I often found myself turned away from restaurants and struggling to discover foods and drinks that aligned with my dietary needs,” she states. “Fast forward to college: I began to explore cooking and was determined to discover nutritious meals that also taste great. In December 2022, I embarked on a health journey focused on vitamin-rich foods to heal my gut and possibly reduce my allergies.”

Fredrick was intrigued by the anti-inflammatory properties of tart cherry and was eager to give it a try. Unfortunately, the taste wasn’t her favorite, she notes.

“So, in January 2023, I set out to create something I would love,” she shares. “Mixing tart cherry juice with other staples from my college fridge, I developed Tart. From that day on, it became a part of my daily routine: a morning boost with a breakfast for focus and antioxidants, a refreshing mocktail at night for a melatonin lift, and a vibrant addition to cocktails for extra vitamins and hydration.”

Looking back, Fredrick says she had always dreamed of starting a company.

“I love the authentic and natural way the idea for Tart entered my life and have loved sharing it with others ever since,” she adds.

Sparkling and shining

Fredrick describes the current sparkling drink market as “incredibly dynamic and crowded,” with beverages ranging from traditional sodas and flavored seltzers to functional tonics competing for consumer attention.

“While many products focus primarily on flavor or trend-driven ingredients, there’s a growing consumer demand for beverages that deliver real benefits without sacrificing clean, recognizable ingredients,” she explains. “That’s where Tart really fits. We sit at the intersection of refreshment and wellness, offering a sparkling beverage that not only tastes great, but supports your body in a meaningful way with our simple five ingredients.”

Unlike many options that rely on added sugars or artificial ingredients, Fredrick shares that Tart is rooted in organic ingredients and transparency.

“We’re not just another flavored sparkling water; we’re a drink for people who value their health and seek a balanced lifestyle,” she says.

Tart’s blend of organic ingredients aims to support the following benefits: reduce muscle pain and recovery time, increase melatonin for better sleep, support post-menopausal health, support bone and heart health, support digestive and gut health, rich in nutrients and vitamins, support joint wellness, inflammation support and increased hydration.

Fredrick shares why it is important to offer such benefits in beverage form.

“I originally started drinking tart cherry for its anti-inflammatory and muscle recovery benefits, but I hated the taste on its own,” she says. “In college, I began mixing it with different ingredients I had in my fridge to make something I enjoyed drinking without losing the benefits that drew me to it in the first place. Turning tart cherry into a beverage made wellness feel enjoyable instead of forced, and that balance of function and flavor is exactly what Tart is built on.”

Certified organic and containing just five ingredients, Tart currently is available in the Original Cherry flavor, which Fredrick says started in her college kitchen.

“It’s the recipe that sparked everything and has remained a fan favorite from the very beginning,” she notes. “I would love to expand into new flavors soon. Lots of ideas brewing for cherry-forward additions.”

As of now, Fredrick says brand goals are centered around educating people on the power of tart cherry, growing the brand intentionally and making functional wellness both accessible and enjoyable.

“We’re focused on building something lasting, starting with a strong community and expanding thoughtfully as demand grows,” she states.

Although Tart got its start in Michigan, it is already available in stores across Michigan, New Jersey, Colorado, Maine, New York and California, with more locations coming soon, Fredrick adds.

The brand has several pop-ups scheduled for places like Pure Barre, Innerverse Studios and restaurants and markets across its current availability market.

“This year, our focus is on growing alongside our community, bringing Tart into the stores they already know and love, while building strategic distribution partnerships to support thoughtful, sustainable expansion,” she concludes.