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See all ads on AdLibrary →LMNT is a Missoula-based zero-sugar electrolyte brand co-founded by paleo author Robb Wolf and Luis Villasenor in 2018. Formulated for keto and low-carb athletes, it contains 1000mg sodium per sachet — far above competitors. The brand scaled almost entirely through podcast sponsorships (Huberman Lab, Peter Attia) and a free sample DTC funnel, with no retail distribution.
