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The latest innovation insight from Gama Compass
MANCHESTER – 18th February 2025: In this month’s Innovation Insight, our attention turns to the sports drinks category and a new electrolyte drink from the UK that boasts the functional benefits of “whole watermelon” – Raw Hydrate Electrolyte Drink.
Read this Innovation Insight in the next issue of Gama News.
Promising “a surge of pure vitality”, Raw Hydrate Electrolyte Drink from The Turmeric Co is a novel functional drink that “prioritises simple, natural hydration with high watermelon content”. Boasting 3,600mg of electrolytes, the drink stands out from the crowd with its use of “essence of whole watermelon” – which, depending on the variety, makes up between 76% and 94% of the ingredients – and unpasteurised formulation, supporting the brand’s central positioning of being “honest”, “pure”, “raw”, “free from artificial nasties” and “as nature intended”.
“The emergence of watermelon fruit as a natural and refreshing alternative to artificial sports drinks, and watermelon seeds as an in-vogue option in the dairy alternatives space, is a reminder that consumers remain attracted by brands and products that make a virtue of a single, natural hero ingredient – especially when that ingredient is already positively associated with health, flavour or other benefits”, commented Gama insights director Tom Warden. “The connotations of watermelon as a ‘clean’, healthy, refreshing and natural ingredient lends the fruit to further innovation in functional and plant-based categories, especially where its role up to now has been largely peripheral”.
Image source: The Turmeric Co
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Gama is a global provider of business information and services specializing in product innovation and international trade. Through our worldwide network of over 100 experts in more than 46 countries, we offer high-quality news, research, analysis and partnering services. We deliver actionable insights, enabling you to make more informed decisions and supporting you to unlock new business opportunities.
Notes to editors
Tom Warden, Gama insights director, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.
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