Channel Check: What’s Hot and What’s Not
SPOTLIGHT CATEGORY: Sports Drinks
PRIME time? It looks that way — the sports drink powered by a partnership with Logan Paul has had a massive first year, shooting up to close to $275 million in sales with more to come as it continues to plow into conventional channels, particularly convenience. Electrolit has taken a much longer path but is cruising in the fourth place spot, up 29% over the past year from a solid base and leading a pack of other mega-strength functionals like Biolyte, Pedialyte and Hoist. Meanwhile, if powder brand Liquid I.V. was a liquid, its sales would be the same as PRIME’s. At $275 million, it’s far and away the powdered sports drink mix leader.
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