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AMASS Brands Group has announced the launch of AMASS Electrolyte Powder Mixers, a new range of single-serve stick packs designed to extend its existing hydration portfolio. This expansion marks the company’s entry into the portable segment of the functional hydration market, following the earlier release of its ready-to-drink range.

The introduction of the powder format is designed to align with evolving consumer consumption patterns, where hydration is increasingly viewed as an all-day requirement rather than solely an athletic recovery ritual. By offering a portable stick-pack solution, the company aims to capture demand for products that fit into daily routines, including work, travel, and social settings.

The product line is formulated to be used in still or sparkling water and has been positioned to serve as both a hydration beverage and a mixer for cocktails, reflecting the brand’s multi-category platform.

Product Formulation

The new range is formulated without sugar, containing 5 calories per serving and a blend of electrolytes and B-vitamins. The product is available in four variants:

🍋 Lemon Yuzu

🍈 Salted Lime

🍊 Salted Grapefruit

🧂 Sea Salt

Each serving includes 300mg of sodium, 25mg of magnesium, and 60mg of potassium. The company states that the formulation is intended for consistent daily consumption rather than intense peak-performance recovery.

Market Trajectory

The functional hydration sector has seen significant growth as the category broadens its demographic base. Industry projections suggest the global electrolyte powder market may reach $11.6 billion by 2030, growing at a compound annual rate of approximately 7.6%.

This trajectory is largely driven by a shift toward sugar-free alternatives, with market data indicating that zero-sugar formats are currently outperforming full-sugar equivalents within the sports and electrolyte drink segments. AMASS Brands Group intends to capitalise on this shift, positioning its latest launch to meet the rising demand for versatile, sugar-free functional options.