Manchester United’s former official global hydration partner Wow Hydrate is readying a September relaunch after filing for administration.
Founded in 2016, the sports drinks brand struggled to secure the investment needed to support its cost base and appointed administrators from recovery firm Leonard Curtis on 30 June 2025.
Replenish+ Ltd, which is connected to Wow Hydrate by a common director, agreed to rescue the brand, buying the business and assets as a going concern.
A Wow Hydrate relaunch is scheduled for September with updated packaging, enhanced product formulations and a refreshed marketing campaign.
Andrew Knowles, lead administrator at Leonard Curtis, said: “Following a formal administration process, the business and assets of Wow Hydrate Ltd have been successfully acquired by Replenish+ Ltd, which will ensure continuity for the company.”
John Blake, a director of Replenish+ and Wow Hydrate, told The Grocer the brand had strong consumer appeal, but the business structure was no longer viable without new funding.
Wow Hydrate sold a range of sugar-free functional drinks combining electrolytes and vitamins, as well as a collagen protein water. Its drinks were previously listed with the likes of Tesco, Morrisons, Asda and Boots.
It became the official sports hydration partner of Manchester United in November 2023 after signing a multi-year deal, with Wow Hydrate being sold at the Old Trafford stadium and across the men’s, women’s and academy training facilities at the club’s Carrington base.
The business also sponsored the Wow Hydrate East Stand at Hull Kingston Rovers and partnered with Essex Cricket and West Ham United’s women’s team.
The brand also counted sports stars Amir Khan, Tyson Fury and Harry Maguire as ambassadors, with Kevin De Bruyne, Eddie Hearn, Tyrone Mings, Conor Benn, Jamie Redknapp and Ant Middleton all featuring as past ambassadors.
Wow Hydrate Ltd did not file full accounts, but documents filed for the year to 30 June 2023 at Companies House showed the business had accumulated total losses of £28.9m up to that point.
The previous sponsorship agreements, including those with Manchester United, were not part of the asset acquisition by newly incorporated Replenish+, The Grocer understands.
“The new team is taking a fresh approach to brand building, with a focus on reaching today’s health-conscious, performance-driven consumers in more targeted and measurable ways,” Blake said.
“Future partnerships will be shaped around that strategy, with an emphasis on community, authenticity, and long-term brand value.”
Blake added: “Replenish+ Ltd may be newly incorporated, but it was formed by a team with many years of experience in fmcg, functional drinks and performance nutrition. While there is some continuity from Wow Hydrate Ltd, the wider leadership group brings fresh commercial and operational expertise and saw real value in the brand, making the conscious decision to back it.
“This isn’t just a continuation. It’s a strategic rebuild. The team believes strongly in the product, the consumer base and the opportunity ahead, and they are committed to reshaping the brand with a more agile and sustainable approach.”
All 18 Wow Hydrate employees were transferred to Replenish+ as part of the deal.
Replenish+ CEO Lee Humphreys said: “Wow Hydrate has a fantastic range of products in a really exciting category, and we are delighted to have been able to secure the brand’s future.
“Both the hydration and collagen protein ranges sit in strong growth categories, and the brand is very well positioned to spearhead that growth. We have plans for product development which we will launch alongside a brand refresh in September.”
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