It takes a minute to find the Austin offices of Noah Kraft and Lucas Kraft, the red-headed brothers behind Wonderbelly, a new antacid heartburn reliever. They’re tucked up on the attic floor of a historic building on the city’s East Side, where startups like this one share real estate with new condos and veteran bars. Colorful rugs and a slew of Mac-topped desks dress up the low-ceilinged rooms, and evidence of late nights—a 12-cup coffee maker, a microwave, and bags of takeout—lurk in the corners. It’s exactly the kind of “before” office that the Kraft brothers might remember with nostalgia if Wonderbelly succeeds in challenging legacy brands such as Tums and Pepcid AC—and giving them indigestion.
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