Hydrade introduces standup pouch for sports drink

Hydrade Beverage Co. (Dallas, Texas) has introduced new, resealable standup-pouch packaging for its high-performance sports drink. The first-of-its-kind Mylar-based flexible package, being shown at InterBev 2000 in New Orleans, provides "on-the-go" benefits to the sports drink category.

The half-liter Mylar gusseted pouch contains a center spout with a screw-on top to provide resealability, a benefit not available in existing straw-format Mylar packaging. The new Hydrade packaging will be launched and available to consumers in select markets in the second quarter of 2001.

"Hydrade is introducing its Mylar pouch to meet the needs of its targeted consumer base — the active thirst market," says Hydrade CEO and president Robert Quirk. "Our new packaging is ideal, because it's portable, durable and resealable."

Hydrade is the only ready-to-drink "proactive" sport beverage with the special active ingredient of glycerol, which prevents dehydration when consumed before exercise and speeds the rehydration process after physical activity. Hydrade's scientific formula also contains a higher combined total of sodium and potassium than other sports drinks so that consumers can most effectively replenish electrolytes and revive the body's energy source faster.

In addition to the half-liter pouch, Hydrade is now available in select markets in 20-oz or 1-L PET bottles, in four flavors: Double-Time Lemon-Lime; Flat Out Orange; Full-Tilt Fruit Punch; and High Gear Grape.

Edited by Christine Eadeh,
Assistant Editor, Beverage Online