One of the winning teams at the AUBG Elevate Accelerator 2025 competition triumphed with their innovative beverage start-up Scylla Hydration, which combines traditional Bulgarian herbs, essential electrolytes, and delicious taste. The powerful blend bottled in a can fuelled the four founders, Boyan Nichev, Georgi Grigorov, Plamen Lukanov, and Georgi Nichev, with the focus and mental clarity to impress the jury. Today, Scylla products can be found across four major cities in Bulgaria, with plans to enter the international market.
Two of the founders share the journey behind creating the concoction and their plans for expanding into the future.
Breaking into beverage innovation
“We came up with the idea the summer before the start of the Elevate program,” shares Georgi Nichev. What brough the founders together was a shared interest in sports, nutrition, and wellness.
Their drink combines exactly that. It consists of vital minerals that support hydration. “When we do prolonged exercise, it’s necessary to hydrate, especially in the summer. Hydration consists not only of water but also of different minerals. That’s what our drink is all about,” explains Georgi Grigorov.
The four founders found a way to quench the thirst for proper hydration not only for physically active people but also for anyone looking after their health and wellness.
“Still, there are no electrolytes in a can in the region, so we decided to be one of the few start-ups to do that,” adds Georgi Nichev.
The formula
Central to Scylla’s identity is the use of locally sourced Bulgarian herbs. “With the formula, we wanted to touch upon something that’s regional and local,” says Nichev.
The secret ingredient in both debut flavors is the distinctly Bulgarian Mursala tea. The other ingredients in the two unique flavors are hibiscus and mix berry, and ginger and lemon.
“Currently, there is a lot of hype around active ingredients and adaptogens. Many people take imported herbs like ashwagandha and surajit,” explains Grigorov. “But Mursala tea has similar benefits and is native to our region. It just made sense to use something our bodies are already adapted to.”
The team worked with experts to develop the drink’s formula, partnering with a professional lab that determined the optimal ratios of electrolytes, herbs, and minerals. “We tell them what benefits we want, and they work out the science,” says Grigorov. “We then bottle the drink through a separate company.” All their partners are local, except for the digitally printed cans, which are produced in Germany since the technology hasn’t reached the Bulgarian market, further helping the brand stand out and position itself as premium.
Why “Scylla”?
The brand name “Scylla” is a mix of symbolism and myth. It plays on the Bulgarian word “сила” (sila), meaning “strength,” and also references the Greek nymph Scylla, who lived in water and lured sailors with her beauty.
“That’s how we came up with this storytelling. It ties perfectly with hydration, mythology, and power,” Nichev notes.
The logo also depicts the Scylla nymph.
From an elevator pitch to The Hungry Griffin cafe and beyond
During the Elevate program, the team had the chance to truly accelerate their business idea. “It was a very intense program and helped us a lot by connecting us with mentors from different sectors,” says Nichev. Marketing and sales advice, and tips on building a brand image proved the most valuable to the Scylla team.
From July 2024 till March 2025, the team refined their business idea, which began with a mere elevator pitch. The product entered the shelves on March 17, 2025, with its first point of sale at AUBG’s The Hungry Griffin cafe.
The drink proved to be a hit among the Bulgarian market. Almost half of the initial 10,000-can batch sold within just a month and a half.
Today, each founder oversees a different aspect of the business and works hard on distributing the product in their region. Scylla products can now be found in Sofia, Plovdiv, Blagoevgrad, and Burgas.
Educating the market and expanding the brand
The main target sector for the brand is fitness locations. But as the team reiterated, Scylla is suitable for everyone seeking mental clarity and wellness benefits.
That’s why one of the brand’s core missions is to educate the public about electrolytes. The team is challenging misconceptions about hydration through social media campaigns and educational outreach.
“People like that our sport drink is in a can, because most of our competitors use plastic bottles,” says Nichev.
This contributes to the perception of the brand as more premium, reinforced by high-quality ingredients and elevated flavor profiles.
This summer, the team is producing their second batch of 25,000 cans. While they are focused on perfecting and promoting their two current flavors, they are also working on a third flavor, which remains a surprise, but once again featuring their signature Mursala tea. They also have plans to expand internationally in the future.
A start-up that set their path forward
Balancing academics and entrepreneurship hasn’t been easy. Like any start-up, the team has faced certain challenges, but so far, they’ve managed to stay strong and focused.
Scylla Hydration has been a second classroom for the founders, a real-world extension of their education at AUBG. “I’ve built well-rounded skills not only in marketing and sales, but also in accounting and logistics,” shares Nichev.
This venture has helped both founders decide their future path.
“After I graduate, I’d love to focus mainly on Scylla Hydration. I’ve never felt more fulfilled working on anything else,” says Nichev.
Grigorov echoes the sentiment: “I find immense joy in creating products and serving the needs of people. It’s a dream for me, and I want to keep going.”
Scylla Hydration is an innovative start-up that is enhancing the beverage industry with a wellness flavor while educating the market about the benefits of electrolytes. The products can be found on the company’s website and at local stores. Elevate has played a significant role in the founders’ journey as one of the factors that has supercharged the team to bring their idea to life.
Scylla is one of the winning teams in the Elevate Accelerator 2025 competition. Read more about this year’s program and the other winners.
