Hydration tablet brand Phizz is to add a pair of sparkling ready-to-drink beverages.
Cans in Sparkling Orange and Sparkling Berry are set to roll out via DTC from June, with retail listings to follow (rsp: £2/330ml).
They are caffeine-free and made with natural fruit juice, electrolytes and vitamins, as well as magnesium to help reduce tiredness and fatigue.
Hydration was emerging as “the fastest-growing wellbeing trend in retail”, Phizz said, citing NIQ data.
However, the category remained “confusing and difficult to navigate, with many products focused on sugar or stimulation”, rather than dehydration and electrolyte depletion, which were “the underlying drivers of low energy and poor focus,” it claimed.
“The hydration category is growing quickly, but it’s still not being properly represented in the drinks chiller or the ambient drinks aisle,” said Phizz CEO and co-founder Dan Cray. “What you see today is largely sugar-led soft drinks or caffeine-led energy products. They might give you a short-term lift, but they don’t address one of the biggest drivers of how people feel day to day, which is hydration.”
Phizz’s RTDs were “formulated to hydrate up to three times faster than water alone,” and offered the same benefits of the brand’s 3-in-1 effervescent tablets in “a more accessible, everyday format”.
“We’ve already brought more people into hydration than any other brand in the UK,” said Cray. “RTD is about taking that into a format that fits everyday life on the go, and helping both consumers and retailers make better sense of the category.”
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