Celsius enters hydration category with functional beverage product
Celsius is introducing a new line of electrolyte-based powder sticks aimed to help support hydration.
The powder sticks contain B vitamins and electrolytes, and is free from sugar. The company is formally launching Celsius Hydration, which also does not contain caffeine.
Available in five fruit-inspired flavors—fruit punch, blue razz, strawberry watermelon, arctic cherry and lemon lime—each powder stick offers a blend of magnesium, potassium and sodium, the company shared.
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“The Celsius brand has long been synonymous with fitness and favored by consumers who prefer zero-sugar, refreshing energy drinks,” said Celsius chief marketing officer Kyle Watson. “Celsius Hydration is the perfect complement to our portfolio of functional beverages and gives consumers more occasions to enjoy the great-tasting and refreshing beverage experience that has propelled Celsius to become the number-three energy drink brand in the United States.”
Those who want to get their hands on Celsius Hydration can do so by purchasing the product online via Amazon, with expanded retail distribution expected to come at a later date.