Launch Hydrate adds nootropic focus to electrolyte hydration

Launch Hydrate is pushing into the convenience services channel with an isotonic beverage designed to deliver hydration plus added functional benefits for workplace consumers.

The drink’s formulation centers on what the company describes as a clean-label approach: real fruit juice for flavor, organic cane sugar, and no artificial colors or dyes.

From a functional standpoint, Launch Hydrate is built around a high-electrolyte profile and add-on ingredients aimed at energy, focus and recovery. The company says each bottle includes about 1,200 mg of electrolytes and uses less sugar than traditional sports drinks.

Launch Hydrate also includes Vitamin B12; Cognizin, a branded citicoline ingredient marketed for cognitive support; and L-Alanyl-L-Glutamine, which the company positions as supporting hydration and recovery.

For operators, the brand is positioned as a premium isotonic that can support a higher price point. The current flavor lineup highlighted by the company includes strawberry lemon, fruit punch, tropical and orange, with strawberry lemon identified as the top-selling stockkeeping unit.