Clean energy drinks brand Virtue has launched a new Electrolytes Hydration range, marking its entry into the fast-growing hydration category.
The new range features a trio of zero-sugar sachets delivering 2,540mg of all six essential electrolytes, plus added immunity support. The brand noted that the launch expands its positioning from clean energy into active wellness, supporting daily hydration, recovery and performance.
High-profile investors, including England international footballers Eberechi Eze and Chris Smalling and BrewDog Founder James Watt, are backing the new range as Virtue launches the range online followed by an initial grocery convenience and forecourt rollout this summer.
“We are really excited to level up hydration with a product range that can enhance your daily routine,” said Rahi Daneshmand, Virtue Founder. “Each sachet delivers the full electrolyte spectrum with 6.5 times more electrolytes than the leading tablet yet contains zero sugar, zero calories and a clean formula. It is a simple tear and pour ritual to help you feel, hydrate and perform better.”
The range debuts in three flavours: Lemon Lime, Strawberry Lemonade, Mango Passionfruit – with an RRP of £1.50 per 5g sachet, which is to be mixed with 500ml of water. The range has a clean ingredient deck including Himalayan pink salt and marine-sourced magnesium & calcium.
The new lines have secured summer listings in national convenience store and forecourt retailers, building on the brands existing clean energy distribution in Sainsbury’s, Waitrose, Morrisons, Whole Foods Market, Motor Fuel Group and Ocado.
The launch will be supported by a social media campaign together with footballer investors Eze and Smalling, alongside influencer partnerships, event sponsorships and nationwide sampling to drive trial of the new range.
