Unilever says the launch of its hydration brand Liquid I.V. into China earlier this year came at “the right moment”, citing recent rapid growth in the country’s electrolyte beverage sector as a key factor.
China National Food Industry Association (CNFIA) is to set industry standards for electrolyte beverages, including its definition, technical and manufacturing, testing, labelling, and packaging requirements.
Lifestyle sports nutrition brand Ghost is expanding its footprint in the hydration category with the addition of a ready-to-drink beverage in a range of fruity flavors.
Consuming beverages with sodium and carbohydrates reduces necessary fluid ingestion quantities for recovery and improves rehydration in male athletes, a new study has concluded.
From kombucha to kefir and from cannabis to coconut water, there’s no shortage of beverage innovation out there. But which ideas truly have the potential to shape the industry in the years to come? And how can innovators get a great idea off the ground...
The Prague-based sports nutrition company, Infinit Nutrition, has expanded its personalisation platform, Custom, into Europe, allowing athletes online access to customised hydration products.
After nearly two decades in business, the electrolyte support supplement was once the only game in town. How are they winning in what's shaping up to be a crowded category?
As Cincinnati-based, hydration brand Hoist looks to expand its consumer base and move into more retail locations, it is building on a foundation established with the US military, Hoist Co-founder and VP Sales Ben Schmidt and Hoist Co-founder and President...
Gatorade is the undisputed leader in sports drinks, says the new CEO of BODYARMOR, which recently overtook Powerade to capture the #2 slot in the category. But after four years at Chobani, challenger brand extraordinaire, Federico Muyshondt knows a thing...
PepsiCo's Gatorade is rolling out its newest brand, Gatorlyte, featuring a five-electrolyte blend to promote "rapid rehydration" and give athletes another option to fuel their workout, said Gatorade's head of brand strategy, Carolyn...
A new paper suggests that measuring proper hydration in the body is far more complex than might be assumed. Multiple tests might need to be done to get an accurate measurement, the authors claimed.
Downing maize starch as a solution to stay hydrated in hot summer months seems counter-intuitive at first, but researchers in Australia found that supplementing with a resistant starch may improve hydration.
