Health-based juice start-up WTRMLN WTR is now expanding its product line even further with the launch of their new functional sports beverage, WTRMLN SportWTR.
The company claims the new beverage is an enhanced version of their original product which ingredients include watermelon flesh, watermelon rind and lemon juice plus other fruit depending on the flavor.
Thanks to the world of food tech, the company has managed to capitalize off the pink-hued melon to create a product that replenishes athletes and active consumers, similar to a Sports Drink but through natural electrolytes, vitamins and no added sugar.
The beverage’s nutrients include potassium; vitamin C; L-citulline, an amino acid that helps with muscle recovery post-workout; and lycopene an antioxidant found in red and pink fruits that improves heart health and lowers the risk of cancer.
Doctor of Medicine and a New York Times bestselling author Mark Hyman claims the beverage’s functional ingredients provide a cleaner sports drink for athletes on the market.
“As a doctor who believes in the power of food as medicine, I recommend WTRMLN SportWTR as the best form of natural, clean hydration and the healthiest alternative to all the sports drinks on the market, ” said Hyman.
According to Research and Markets Sports Drink Market Report, the industry was worth $22 billion in 2017 and is expected to reach $28 billion by 2023 with an annual growth rate of 4 percent.
The market is experiencing more consumer appeal due to health-conscious trends, a spike in urban population and improved economic conditions, enabling products related to fitness, healthier lifestyles and higher quality food gain more profit.
With these factors coming into play, the sports drink industry looks to be highly competitive but WTRMLN SportWTR’s functional ingredients could help the company rebrand itself in a saturated market.
In addition, the functional food industry was worth $161.49 billion in 2018 and is expected to witness a compound annual growth rate of 7.9 percent from now until 2025. This analysis suggests that manufacturers and ingredient solution providers who tailor their products towards this category might receive a promising chunk of change in the future.
Chris Paul, NBA player and partner of the WTRMLN WTR brand, is endorsing the SportWTR as a healthier alternative to other performance drink for athletes as well.
“WTRMLN SportWTR is an innovative, low sugar, high function sports drink that really works to keep me hydrated on and off the court,” he said.
Entertainers like Beyonce have also invested in the product for its natural ingredients and supposed health benefits.
The watermelon sports beverage contains only 2 grams of natural sugar per bottle, compared to the original product which contains 12 grams. It is also shelf-stable for 12 months and doesn’t require refrigeration.
The product is available in three flavors including Lemon Lime, Berry Blast and Sun Drenched Citrus. The new line will be launching sometime this May across America for a retail price of $2.99. The product is also non-GMO, vegan and kosher.
The company hopes to not only bring clean drinks to the masses but also turn farmers’ loss into a profit. Most watermelons used for the beverage line are considered ‘discarded melons’ meaning the melons are either bruised, sunburnt or disfigured. By taking what would normally be discarded, the company is hoping it can work towards a more socially responsible and sustainable food industry.
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