To help combat that, there are now several brands marketing better-for-you electrolyte powders, many of them formulated around the World Health Organization’s recipe for Oral Rehydration Salts (ORS).
“We just don’t drink enough water,” explains Kevin Rutherford, the CEO of Nuun, a functional hydration company that unveiled its new line of “Energy” tablets on Tuesday.
“Our goal is to keep finding ways to get people to drink more water,” he said. “But water alone doesn’t actually hydrate you all that well. You need electrolytes.”
Nuun, which over the last two decades has made a name for itself as a leading brand of tablets and powders designed for serious endurance athletes, has in recent years begun trying to help more mainstream consumers increase their daily water intake.
Last year, the company released an “Instant” line formulated for times when consumers need rapid rehydration, and in 2018 it launched an “Immunity” line engineered to combat general fatigue from travel, daily exercise, and nutrition deficiencies.
Nuun also sells its flagship “Sport” line as well as tablets packed with vitamins for everyday wellness.
The company’s newest product is designed to give consumers a “clean boost” of energy while also encouraging them to take in more fluids.
Each tablet features 80 milligrams of caffeine from organic green tea, as well as adaptogens (Panax Ginseng), electrolytes, and a B-vitamin blend that serves as a “clean alternative” to sugary energy drinks.
“Our intent here is to take a more balanced approach, and provide a more long-lasting energy,” Rutherford said.
By blending a lower dose of caffeine than a typical 8 oz. cup of coffee — which contains about 95 milligrams — with adaptogens and B vitamins, Nuun believes it can deliver sustained energy while also boosting cognitive function, promoting alertness, enhancing focus, and improving everyday hydration habits in an easy-to-use tablet.
“If we can get you to drink more water, you’re going to be healthier,” Rutherford said.
However, Nuun isn’t alone in its quest to rehydrate America.
Numerous brands are now competing in a nearly $2 billion water enhancer segment that is enjoying increased consumer interest amid the realities of a pandemic-induced work from home lifestyle.
“The pandemic has made it so the average consumer’s wellness priorities shifted,” said Hydrant co-founder John Sherwin, who noted that Americans…