The hydration category has gone through some significant changes in terms of popularity and position over the last couple of years, seeing significantly more innovation and excitement than any other intra-workout-suited category. Dedicated electrolyte-based and hydration-supporting formulas have become a go-to during your workout, and supplement companies have answered this call with bulk powders, stick pack formulas, and convenient beverages.
Per4m in the United Kingdom, which came out with its stripped-down, simpler hydration and performance supplement Hydrate around this time last year, is now expanding into that more convenient format with the Per4m Hydrate Drink. The most interesting point about this innovation is that it is unlike any of the many sports drinks we’ve seen as of late at least in terms of format. The brand has packed it full of quality performance ingredients, including coconut water, taurine, and key minerals, but that is not what makes the Hydrate Drink so different.
The upcoming Per4m Hydrate Drink is actually the Per4m Hydrate Shot, as instead of putting this into a traditional half-liter bottle, the supplement company has compacted everything down into a 100ml shot to throw back for instant consumption. It still aims to support performance, hydration, recovery, and immune health, but in an easy-to-swallow shot. You could always dilute it yourself, although the idea is to crack it open and drink it on the spot.
The perks of a category exploding in popularity from consumers and interest by way of competitive brands looking to stand out is innovation and creativity. While the shot concept is not new, repurposing the familiar format for a sports drink is different and a great way to enter a space loaded with similar products. The Per4m Hydrate Shot is hitting the market in the UK soon in three zero-sugar, low-calorie flavors: Pink Lemonade, Strawberry Blackcurrant, and Raspberry Cherry.
