Challenger soft drinks brand Punchy has extended into hydration sachets.
It has rolled out sachets in Tropical (£15/10) via DTC.
The sachets contained a blend of electrolytes, essential vitamins and minerals and were designed to “rehydrate and replenish”, Punchy said.
They could be used post-exercise, mid-afternoon or after “a big night out”, it added.
The hydration category was full of “overly salty, medicinal, or intimidating” high-performance products, claimed Punchy founder Paddy Cavanagh-Butler.
“We wanted to create something that blends real functionality with a flavour-led experience – hydration that actually tastes good and fits into daily life,” he said. “The Tropical Hydration Sachets are our next step in making functional drinks more enjoyable and accessible.”
The NPD comes after Punchy’s sports hydration range made its retail debut in M&S last year.
Cans in Blueberry and Mango (rsp: £2/10/250ml) are stocked in the retailer, as well as on Ocado.
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