Hydration beverages have captured the zeitgeist in 2024, from PepsiCo’s Gatorade Water to Coca-Cola’s BodyArmor Flash I.V. As the category grows crowded with new entrants, a pioneer of the plant-based meat category believes his new electrolyte-infused drink will stand out.
Cadence, a ready-to-drink hydration beverage made with salt and infused with electrolytes, launched this July, targeting athletes. Ross Mackay, a former pro tennis player, had previously founded and served as the CEO of plant-based meat company Daring, which is wroth $325 million. He stepped down from that role earlier this year.
The drink consists of spring water, sodium chloride, magnesium lactate, potassium sourced from Italian lemons and stevia sweetener. Mackay believes the zero calorie, clean label approach stands out compared to other hydration products. The product is available direct-to-consumer.
Co-founder George Heaton, a fellow entrepreneur hailing from British streetwear brand Represent, said consumers with a dedicated training routine will benefit from the beverage’s introduction into the market.
“When I realized there wasn’t anything on the market that satisfied my requirements without the addition of unwanted ingredients like caffeine and sugar, I decided to make it my mission to produce something that could offer it all,” Heaton said in a statement.
A major part of Cadence’s strategy is going to the source of the consumers they are targeting, by partnering with gyms and hospitality brands like the exclusive Soho House hotel chain. Mackay pointed to TikTok fitness influencers increasingly championing salt-based beverages in recent months, promoting them as a way to quench thirst after a tough workout.
Ross Mackay, CEO and co-founder of Cadence.
Courtesy of Cadence
Mackay, who hails from Glasgow, previously played professional tennis in his home country. This experience, he said in an interview, imbued him with a sense of what kind of beverage can help athletes boost their performance.
Mackay’s experience at Daring gave him insight into launching a product in a trendy category. While he acknowledged the plant-based category has faced stagnant sales in the last two years, he believes the hydration beverages space will continue to grow as consumers find new usage occasions, such as athletes.
“Like any industry, it is very ripe for disruption. The can format is extremely different,” Mackay said, recalling that he used to crush a can of Coca-Cola after a workout, despite it not being a health-forward drink, because of its packaging. “Cadence is a very aesthetically pleasing product.”
Mackay said the brand is not focused on launching in retail yet, aiming to garner a fanbase in athletic communities.
“Traditional retailers don’t allow that opportunity to educate as well as a gym, where you can have more engaged consumers,” Mackay said.
