About
From longevity thought leader Jorge Cruise and serial entrepreneur Stephan Peeler, their first-ever product is designed to restore fasting minerals and erase hunger naturally. And the story begins with Jorge in 1998…
1998 · The promise
It began with my mother.
When my mother passed in 1998, one of her final wishes was that I meet Oprah Winfrey. Months later, I did. Oprah changed my life and helped introduce my work to the world. Psalms 37:4 now appears on the back of every ZERO HUNGER WATER® registered stick as my tribute to my mother, my gratitude to Ms. Winfrey, and a reminder to keep faith with the work placed in your heart.
“Delight yourself in the Lord, and he will give you the desires of your heart.”
Psalms 37:4
The origin story · 2018–2026
Born from a podcast conversation.
The idea began with conversations among friends. In 2018, interviews with Dr. James DiNicolantonio—and conversations with Dr. Jason Fung, Mark Sisson, Paul Saladino, and other leading thinkers—changed how I understood hunger. Dr. James helped me see sodium, magnesium, and potassium not simply as hydration ingredients, but as a combination worth exploring for people trying to manage hunger during time-restricted eating.
Watch the four-part conversation with Dr. James DiNicolantonio →
2021 · The kitchen formula
A labor of love during COVID.
When my New York trips stopped, I stayed in San Diego working on my 40th book and began testing the idea with hundreds of coaching clients. The first formulas were mixed by hand, stored in small Container Store cups, and carried in a Ziploc bag. I trademarked ZERO HUNGER WATER® registered in 2021 and shared the do-it-yourself recipe freely while refining a three-electrolyte blend designed for hunger control—not simply hydration or exercise.
This work began before GLP-1 medications became a mainstream weight-loss conversation. It was built for people in midlife who wanted a practical way to make time-restricted eating feel possible.
A friend’s example
Mark Sisson made the possibility real.
During my Malibu years, Mark became a brother and close friend. His journey from author to co-founder of Primal Kitchen showed me that consumer products could improve daily life at a scale books alone could not reach. In 2018, Kraft Heinz agreed to acquire Primal Kitchen—proof that a founder-led wellness idea could reach mass America without losing its purpose.
Meet Mark Sisson →February 2021 · The breakthrough
Eight million readers met the idea.
My dear friend Carol Brooks and the team at Woman’s World gave the homemade protocol its first national spotlight. Sandy Rosser’s 93-pound story put a real person—not a laboratory promise—at the center. The response turned our shared recipe into a word-of-mouth favorite long before there was a finished product.
That was only the beginning — see every story we’ve doneTV, radio, podcasts and newsstands — the full press list is one click away.
Friends who shaped the next version
Every turn made the idea simpler.
Michael sharpened the consumer science story: minerals up, hunger down.
Consumer Health Summit →
Dave encouraged the original bold, black-and-white brand direction.
Dave Asprey →
Mike kept us focused on making the idea affordable, useful, and easy to carry. He also introduced me to artificial intelligence before anyone knew what it was — and he is the reason Virtual Jorge exists, included with every ZERO HUNGER WATER® registered subscription.
Mike Koenigs →The doctors who said yes first
Two friends in medicine opened the door.
Dr. Will Cole was the very first to interview me about ZERO HUNGER WATER® registered, on one of the biggest wellness and longevity podcasts. He encouraged the idea long before there was a finished product.
Listen to the interview on our Press page →
Dr. Mindy Pelz hosted me and my team and raised the first toast to ZERO HUNGER WATER® registered, welcoming it into the fasting world. She is like a sister to me, and her work made this easier to believe in.
Watch Dr. Mindy’s toast →Brothers and advisors
The friends who never let me quit.
My fraternity brother Dan serves on our advisory board. Rich—my best friend of all time—is the unofficial advisor whose steady counsel has carried me through every hard stretch.
My college girlfriend and dear friend of 35 years, Niki, grew up inside one of Latin America’s great family food businesses. Every flavor has to pass her palate before it earns a yes. Watch our first taste test →
My dear friend Luann de Lesseps—an original Real Housewives of New York City star, singer, and cabaret performer—brought her unmistakable joy to ZERO HUNGER WATER® registered back when it still came in a can.
Meet Countess Luann →
The format had to change.
We first imagined ZERO HUNGER WATER® registered as a ready-to-drink can. But at four or five dollars per can, it was too expensive for the people we wanted to serve. Our goal was always to make hunger control affordable for everyone, so we went back to the drawing board. The format had to change.
April 2026 · A new chapter
ZERO HUNGER WATER® registered, relaunched.
That is when I went to my Sigma Chi brother, Stephan Peeler. In April 2026, we relaunched ZERO HUNGER WATER® registered together. In June, we gave our first lecture to our fraternity brothers in San Diego—sharing the science, the new daily rituals, and the story of what it took to get here.
Stephan’s background in beverage and my background in wellness came together to create a powerful drink made for you.
Read Stephan’s story on my Substack →
Four sticks plus Virtual Jorge — the final product, coming early 2027.
Bonus · Behind the scenes
Our first lecture.
Miguel's · Old Town San Diego · June 17, 2026
Stephan and I were thrilled to be invited by our alumni association — we are both Sigma Chi brothers — to share our vision for the evolution of longevity and unveil ZERO HUNGER WATER® registered as the first functional beverage engineered to erase hunger. Stephan brought his lens as a beverage thought leader; I brought mine as a longevity thought leader. After nearly five years of quiet development — and hundreds of people already through the protocol via magazine features and coaching — this was our way to share the vision for what is launching this year. We are grateful.
What the formula is—and is not.
ZERO HUNGER WATER® registered is a food product in development, not a drug and not a substitute for medical care. Individual experiences vary. Claims about hunger, weight, and metabolic health require appropriate substantiation; see the Science page and speak with your healthcare professional, especially if you have a medical condition or take medication.
Coming early 2027
ZERO HUNGER WATER® registered isn't on shelves yet. We're finalizing formulation and production now and plan to launch in early 2027.
This fall we're raising our angel round to fund the first production run. If you're interested in learning more, email us at zerohungerwater@gmail.com and we'll send you access to our investor kit. We'd love to talk.