Lionel Messi enters hydration space with Más+ by Messi beverages
One of the world’s greatest soccer stars, Lionel Messi, is launching hydration beverages that feature electrolytes, vitamins and minerals.
Inspired by the athlete’s search for a hydration beverage with healthy ingredients, Más+ by Messi is made with natural flavors. It contains no artificial sweeteners, colors or caffeine. The athlete calls it a “positive hydration” drink.
“Hydration is essential to overall wellbeing. I believe everyone deserves a drink with amazing ingredients and taste,” said Messi, founder of Más+ by Messi. “Más+ is a drink I’m proud to share with family and friends. Because everyone deserves to feel like a champion in every part of their life.”
Founded by Messi and Más+ Next Generation Beverage, the brand also worked with flavor innovators from The Mark Anthony Group.
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Available in four flavors that come in 16.9-oz. bottles, each beverage contains 10 calories, 1 g of cane sugar and less than 1 g of sugar per 12-oz. can, the company said.
Named by inspiration milestones in Messli’s life, the flavor varities include:
- Miami Punch: Inspired by Messi’s current home of Miami, the drink contains a blend of berry flavors with a hint of pineapple for a fruit punch taste;
- Orange d’Or: Inspired by Messi’s 8 Ballon d’Or trophies, it contains orange notes with a hints of tangerine for a citrus taste;
- Berry Copa Crush: Inspired by Messi’s 7 Copa del Rey titles with Barcelona and Copa America win with Argentina, it features a blend of berry and cherry flavors; and
- Limón Lime League: Made to honor Messi’s time in the UEFA Champions league, it blends together sweet, fruity and zesty citrus notes.
“People know the importance of hydration and are seeking better products that help them achieve their goals. We’re proud to be collaborating with the world’s greatest soccer player, Lionel Messi, to meet that need,” said Rishi Daing, executive vice president, Más+ Next Generation Beverage. “Más+ by Messi sets a new standard for the hydration category by delivering premium ingredients to people who want to move, play, and live more. Our beverage and flavor innovation combined with Messi’s expertise as an elite athlete has resulted in a drink unlike anything on the market.”
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On June 13, a limited supply of the line will be available at local stores in Miami. On June 14, a special edition variety pack will be available online, as well as at key retail partners in Florida, including Publix and Walmart.
Beginning in July, four-flavor variety packs will be available for purchase online, and the line will expand to other retailers across Florida and the country in August.
