Simon is the Founder of Huxley, a better-for-you energy drink brand built on the belief that what goes into the can matters as much as the energy it delivers. Huxley is made with real fruit juice, organic cane sugar, and caffeine from cascara, the upcycled fruit surrounding the coffee bean. Simon oversees everything from product formulation to retail strategy, bringing a hands-on, founder-led approach to building a brand in one of the most competitive categories in CPG. He is passionate about raising the bar for transparency and ingredient quality in the energy drink space.