Suvechha Sarkar
In today’s world, it has become important for everyone to take charge of their well-being in a proactive and science-backed manner. For thousands of women prone to recurrent urinary tract infections, finding a reliable, effective solution can feel like an ongoing struggle, and CRANEL Cranberry Elixir aims to fill that gap. Built on science at its core, the brand’s two founders ensure that women receive a well-rounded solution to their problem. The brand received a national platform on season 17, episode 12 of ABC’s ‘Shark Tank.’ The founders presented their mission, rooted in research and prevention, to address issues such as UTIs and gut health in a natural way.
CRANEL Cranberry Elixir: Who Are They and What Do They Do?
Before CRANEL Cranberry Elixir made its debut in the market, its founders, Erica Schultz and Christine Jurzenski, were diligently working on building their careers. The former began her academic journey by earning a Juris Doctor in Law from the University of Sydney before completing a Bachelor of Science in Business at the New Jersey Institute of Technology. Erica then pursued a degree in Architecture from Louisiana Tech University and graduated before beginning her professional trajectory. From 2010 to 2016, she worked in various roles at Servcorp, Activision Blizzard, and Maya. In February 2016, Erica joined Boyden Australia as an Associate, a role she held until July 2018. Following that, she became an Executive Talent for the Commonwealth Bank, before leaving in November 2019.
Eventually, Erica took on the role of Remediation professional at CommSec and continued working there until October 2021. It was during that time that she and Christine Jurzenski developed the vision for CRANEL Cranberry Elixir. Both of them had previously suffered from UTIs and realized that they were tired of taking constant antibiotic medications, tablets, and sugary cranberry juices. Ultimately, it led them to the founding of CRANEL. Additionally, Erica has been working as an Advisory Council Member at NIAMRRE since May 2024. Christine completed her academic journey by earning a degree at Franklin University Switzerland.
Christine began her career as an Intern at Chase International, where she worked from March 2007 to January 2012. In May of the same year, she joined Genworth Financial as a Capital Management Intern and served there for 4 months. In February 2014, Christine became an Investment Associate at Avenir Capital and, just two months later, she assumed the Analyst position. She left the organization in August 2021, before she participated in CRANEL’s Bold Beginnings Cohort at SmartSweets in November 2024. From January to December 2025, Christine was a part of the CRANEL – Entrepreneur Cohort at Briogeo Hair Care. While working in these positions, she also joined the Advisory Council at NIAMRRE and has been working there since May 2024.
Together, Erica and Christine built the brand of CRANEL and its star product- Cranberry Elixir, which is crafted with science kept in mind. The formula reportedly aligns with recommendations from the World Health Organization and the American Urological Association, which recognize cranberries’ preventive effects against UTIs. The Cranberry Elixir contains no additional coloring, sugar, or flavoring. Furthermore, it is vegan and heat-free, helping preserve the product’s nutrients. To further amplify its advantages, it is biologically active and contains non-genetically modified organisms. Customers can take just one of those drinks a day, which can help them stay at their healthiest, both naturally and scientifically.
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CRANEL Cranberry Elixir: Where Are They Now?
After CRANEL officially launched in the market, it soon found its targeted customers who were looking for an alternative preventive method for UTIs. As a proudly Australian-owned business, the brand manufactures its products in Australia and the US, based on customer location. Over the years, the brand has been featured in notable media outlets such as Business Insider, Daily Mail, and Time Out. You can buy their Cranberry Elixir on their website for $62 as a one-time purchase or $54 for a subscription every 4 weeks. Apart from that, CRANEL also offers products for checking vaginal bacterial balance, which are included in the Happy Health Haul. It contains four Cranberry Elixirs, four UTI test strips, and four pH test strips, all available at $74.
On the other hand, the Feel Fresh Brunch package contains four Elixirs and just four pH test strips at $68. Customers can also choose to buy one shot of CRANEL’s Cranberry Elixir at $20. For hair goals, they currently sell a Hair Collagen Powder priced at $48 for a one-time purchase, $40 for a four-week subscription, and $40.94 every eight weeks. Similarly, they also sell Peptide Hair Growth Serum for just $65. Another of the brand’s combo offers is Glowing Gut Cleanse Premium, which includes Bioactive Probiotics Capsules and four shots of Cranberry Elixir and costs $120. If you want to purchase just the Probiotics Capsules, they are also available on the site for $48. Customers looking for a solution for gut health can choose CRANEL’s Cool Girl Colostrum, priced at $60.
Moreover, CRANEL’s website currently runs its own blog, where it discusses how its product works, what one should know about UTIs, probiotics, and more. The brand is currently active on Instagram, where its content focuses heavily on the fact that its Cranberry Elixir contains the goodness of 3000 cranberries. In November 2025, they offered their biggest sale ever, with a 56% discount for Black Friday. Their special box for the occasion featured the products- Collagen, Probiotics, and Cranberry Elixir bundle, with the pH strips added free of cost. In the following December, they announced a Hair Health Challenge set to begin on January 15, encouraging women to avoid heat styling for 3 months and to avoid hair extension products.
For that challenge, CRANEL offered 10% off on that hair bundle until the end of December. Shortly after, the brand made the exciting announcement that they had finally become FSA/HSA eligible. In January 2026, they also shared positive customer testimonials reporting baby hairs growing after using their Collagen Powder. By the following month, CRANEL launched the Hair Health Reset Initiative, promising reduced shedding after 12 weeks, and offered 25% off their newly launched Hair Growth Serum. Apart from that, February brought another achievement for them when a journalist from The Zoe Report gave another positive review of the Cranberry Elixir. Today, CRANEL continues to receive glowing feedback, with customers noting differences in their health, further boosting the brand’s momentum.
