Electrolit takes on a classic with latest blue raspberry flavor launch
Blue Raspberry is the fourteenth addition to Electrolit’s global sports drink portfolio, which includes flavors such as Strawberry Kiwi, Cucumber-lime, Horchata, Berry Bliss, Grape and others. The Blue Raspberry drink is formulated with natural glucose and contains 326mg of electrolytes. Electrolit beverages are available at Walmart, Kroger, HEB, 7-Eleven, Circle K and other digital and retail channels.
“This time we wanted to master a classic…Americana flavor of blue raspberry,said Jake Sloan, Senior Director of Marketing at Electrolit. “It’s been a staple of convenience stores since the first slushy and so we wanted to master that flavor and we think we’ve managed to do that because we’ve seen very…strong retail sales so far.”
Differentiation through premium formulation
Electrolit was introduced as a children’s drink in Mexico nearly 70 years ago and hit US store shelves in 2015. with one goal”to help people feel better through hydration,“The brand aims to differentiate itself by delivering a premium drinking experience,” said Sloan.
“For me, [a] Premium hydration drink truly signals that we are able to replenish your electrolytes in a premium way and it is world class because we use premium pharmaceutical grade ingredients.”
A key piece of its formulation is “the use of natural glucose as a vehicle to deliver electrolytes to the cell faster than, say, high fructose corn syrup used by some leading brands today,‘ Sloan said. By using natural glucose as a sweetener”It’s metabolized more efficiently in the body to get fuel to the muscles and cells faster, but it also helps deliver those electrolytes and ions much faster for faster hydration.“, he added.
Growth by leveraging the great hydration awareness and retailer support
Looking ahead to the year ahead, Electrolit wants to strengthen the brand while addressing demand for hydration solutions, Sloan said.
Over the years, isotonic drinks have become “a much more everyday solution to hydration,“how consumers are”are more aware of their hydration and the effects of dehydration‘ Sloan said. At the same time, consumers recognizeThe effects of dehydration can occur on any occasion – from exercise to fitness to going out in the morning to forgetting to drink in the morning.“, he added.
This year, Electrolit is focusing on how it can continue to support its trading partners, with the aim of “to increase foot traffic and build the category“from”lean deep with [its] Retail Partners to do things that really excite consumers with the Sports Drinks category,‘ Sloan said. The brand also plans to increase its position in convenience stores while expanding more into grocery and mass retail.
“We’re very proud to be disruptors in this space and excited about the excitement. But if you look at our dollar volume coupled with our growth rate, there’s really no other brand growing the sports drink category as much as we are, and we plan to maintain that position for many, many years.”