Dive Brief:
- Waterdrop, the maker of hydrating sugar-free cubes with fruits and vitamins, is launching a product to support endurance and recovery.
- The newest dissolvable cubes called Microlytes contain five electrolytes and nine vitamins. The brand said the key difference between Microlytes and traditional sports drinks is its product doesn’t have sugar or caffeine, and it has a lower environmental footprint.
- Increasingly, consumers are looking for food and beverage products that not only have functional benefits but exhibit attributes that mirror their own beliefs.
Dive Insight:
Waterdrop was founded in 2016 to boost water consumption while simultaneously reducing the amount of plastic used to create the bottles containing the liquid. By switching from plastic bottles to Waterdrop’s cubes and reusable bottles, the company claims consumers can reduce their carbon dioxide emissions and plastic use by 98%.
Similar to water bottles, some energy drink packaging has drawn criticism for the amount of waste it generates. Microlytes is going up against some of these juggernauts such as PepsiCo’s Gatorade, as well as Powerade, BodyArmor and VitaminWater, all owned by Coca-Cola, who have deeper pockets along with broader distribution and market recognition.
Earlier this year, PepsiCo introduced Gatorade Fit with no added sugar, artificial flavors or sweeteners or added colors. It has 100% of the daily value of antioxidant vitamins A and C, as well as electrolytes sourced from watermelon and sea salt. And last year, the health science division of Nestlé acquired Nuun, which provides dissolvable hydration tabs aimed at athletes.
Microlytes will carve out its niche with people who value the sustainability aspect of the product, the presence of Zinc, electrolytes and vitamins and the absence of caffeine or sugar, the latter of which more people are increasingly trying to curtail.
However, unlike a container of Gatorade, for example, that can be conveniently purchased from a store or pantry and then immediately consumed, Microlytes users must first take the cube — which is available in melon, grapefruit and blueberry flavors — and dissolve it in a bottle. A 12-pack of cubes costs $14 on Waterdrop’s website, while its sports bottle goes for $45.
