Más+ by Messi, the sports hydration drink founded by footballer Lionel Messi and Mark Anthony Group, is set to enter the UK convenience market via a tie-up with Spar.
Bottles in Limon Lime League, Berry Copa Crush, Orange D’or and Miami Punch will launch in Spar stores in England, Wales and Scotland from 10 March (rsp: £2.50/500ml). They will be exclusive to the symbol group until 31 March.
“We’re excited to introduce Más+ by Messi as a first-to-market proposition in convenience and wholesale, providing both our shoppers and retailers with even more reasons to choose Spar,” said Jo Wrate, category trading director for ambient at Spar parent company AF Blakemore & Son.
Más+ by Messi is billed as a “first-of-its-kind everyday hydration drink”. It was launched by Messi and Mark Anthony Group in the US last June.
The drink contains a mix of electrolytes, vitamins and minerals, and promises no artificial colours, sweeteners or caffeine.
It has drawn comparisons with KSI and Logan Paul-backed sports hydration drink Prime.
The two brands’ owners are currently embroiled in a legal dispute over whether Más+ by Messi’s design is a copycat of Prime.
In October 2024, Mark Anthony Group sought a declaratory judgement to confirm Más+ by Messi was not infringing on trademarks owned by Prime, after the Congo Brands-owned soft drink reportedly tried to get Más+ to cease sales over alleged trademark violations.
In November, Prime filed a countersuit against the White Claw owner, claiming Mas+ infringed on Prime’s trademark due to design and tagline similarities.
Prime was one of the most explosive launches in food and drink in 2023, adding £148m according to The Grocer’s Britain’s Biggest Brands report 2024 [NIQ 52 w/e 31 December 2023].
However, its sales have since gone into reverse, slumping £63.1m on volumes down 32.6% amid widespread delists and discounting [NIQ 52 w/e 7 September 2024].
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