The hydration category in the sports nutrition industry is large, with supplement companies of all levels now making it crucial to have a complex competitor in that space to fill the needs of consumers throughout the day as well as during their workout. Very few of those come in the ready-to-drink format, where you can grab a bottle or can, crack it open, and start consuming straight away. There is a new name rising in the ranks of hydration or sports drinks, introducing HY.Q.
HY.Q is a newcomer to the growing hydration beverage market from someone who has worked in the industry for well over a decade with giant brands like Red Bull and Liquid Death. It’s safe to say HY.Q has plenty of knowledge and experience behind it, and it has put a lot of time into its flagship product, the canned HY.Q sports drink. The brand has taken a clean and simple approach to the formulation of its beverage, designed it purely to replace the electrolytes lost during exercise, with a precise 385mg of Himalayan pink salt and the sugar substitute agave for minimal calories.
Plain and simple, HY.Q is looking to take on the robust category of hydration drinks with a short set of ingredients that doesn’t include anything artificial, all for the purpose of improving hydration, performance, and recovery. Again, the newcomer has decided to package its competitor in cans, and not anything like a 16oz but a soda-style 12oz can. There are going to be two flavors when HY.Q begins breaking into convenience stores and coolers with Berry Blend and Cool Citrus.
