Pure Vita Labs, or PVL, is a powerhouse name in sports nutrition in many markets around the world, especially in its home country of Canada, and it is gradually bringing that prestige and presence to the US here in 2024. It tends to pick the categories it innovates for rather carefully and takes its time crafting supplements for them to ensure they’re something consumers need. It has been hard at work behind the scenes over the past year doing exactly that, formulating a competitor for the hydration category.
PVL has taken the covers off its first premium hydration supplement, introducing ProH2O, featuring an advanced combination of ingredients and dosages, all for the purpose of supporting and improving hydration, performance, and recovery. The product packs five key electrolytes, with no word on precise amounts just yet, but we do know the sodium-to-potassium ratio is 2:1. The others are chloride, magnesium, and calcium, and it has absolutely no sugar despite having an on-point and refreshing taste.
ProH2O from PVL is due to hit the market shortly, and keeping with the theme seen on many of its other supplements, the dedicated hydration competitor will have the Informed Choice Certified stamp, meaning it has been tested and cleared of substances banned for sport. PVL has a reputation for pulling together quality and effective ingredients, almost sort of “everything you need and nothing you don’t” type approach, and it is about to bring that reliability to the fast-moving world of hydration products.
