Soft drinks challenger Punchy has secured nationwide listings with Waitrose, Sainsbury’s and Holland & Barrett, amid growing demand for healthier products.
Punchy four-packs are now available in 184 Sainsbury’s stores and 65 Waitrose sites (rsps: from £5.50/4x330ml). Meanwhile, single cans in Mango and a new Mexican Lime flavour are to land in 26 Booths stores and will hit 750 Holland & Barrett locations from 26 May (rsp: £1.90/330ml). Mango and Mexican Lime will also land in six Whole Foods Market and Abel & Cole stores in early June.
Finally, the brand has also recently launched in 38 SSP travel stores and 51 BP shops.
The market for hydration drinks was set to grow from $35bn (£26bn) in 2023 to $59bn by 2032, Punchy said, citing data from Precedence Research.
And Punchy’s drinks – which are fortified with electrolytes, essential minerals, vitamins C and D and contain no caffeine, no artificial sweeteners – had a “growing mainstream appeal” according to the supplier.
“We’re not just breaking into big retail – we’re building a whole new category,” said co-founder Paddy Cavanagh-Butler. “Hydration drinks haven’t changed in years. We saw an opportunity to create something better: natural ingredients, real health benefits, great taste – and no need to pick between flavour or function.”
Waitrose soft drinks buyer Matt Blake added: “Punchy brings something genuinely new to the category – a natural, flavour-led hydration drink that feels just as relevant in a picnic basket as it does post-workout. We’re excited to bring it to Waitrose shoppers this summer.”
Punchy’s latest NPD – Mexican Lime – was unveiled by the supplier earlier this month. “It’s clean, light and has a delicious citrussy snap,” Cavanagh-Butler said.
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