Trip has moved into functional hydration with the addition of a new powder containing magnesium and electrolytes.
The peach and yuzu flavoured blend will launch this month in Boots, Amazon and via DTC (rsp: £28/20 sachets).
It contains natural electrolytes from Himalayan pink salt and coconut water extract with magnesium, vitamin D and ashwagandha in a sugar-free formula.
“We’re always innovating to bring our community exceptional new ways to find calm in the everyday chaos,” said Trip co-founder Olivia Ferdi. “This new magnesium and electrolyte powder offers a convenient, functional format for today’s busy consumers, and it is uniquely delicious, and with authentically functional blends that Trip is known for.”
Peach Yuzu Electrolytes, Magnesium & Vitamin D is the second powdered product launched by Trip, but the first to contain added electrolytes and vitamins.
The supplier’s Pomegranate Orange Blossom Magnesium Powder – launched last year – contains same blend of magnesium, L-theanine and lion’s mane as its Mindful Blends drinks.
Having extended beyond CBD with the launch of Mindful Blends last spring, the majority of Trip’s sales in the UK now come from non-CBD products.
Trip expects to generate revenues of more than $100m (£74m) this calendar year – as well as turning a profit.
The brand has raised more than £25m over a series of funding rounds in recent years, including a £5.6m equity investment agreed with The Equity Studio in December.
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