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Market Updates, Products & Ingredients

Launch Hydrate Sport Drinks Feature Cognizin Citicoline

The citicoline ingredient was included in the sports beverage to support focus and alertness.

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By: Mike Montemarano

Associate Editor, Nutraceuticals World

Launch Hydrate recently introduced itself into the sports drink market with its first line of beverages, which feature electrolytes and essential vitamins and minerals. In lieu of caffeine, the beverages feature Cognizin, a citicoline ingredient marketed by Kyowa Hakko to support focus and attention.
 
Citing market research by Fortune Business Insights, Launch Hydrate reports that there is a growing number of consumers who are physically active, especially in the millennial age group. This group is experiencing increased purchasing power, and a willingness to pay for healthier alternatives.
 
“We wanted to enter the sports drinks market with a brand that was winning from day one,” commented Dillon Houstoun, VP of finance and operations, Launch Hydrate. “That’s why we chose Cognizin, because it sets us apart from other brands in the sector, with extensive research supporting our focus and attention claims. It’s a win-win.”
 
Launch Hydrate is available in four natural flavors including Fruit Punch, Orange, Tropical and Lemon Strawberry. Each 16-ounce bottle is marketed to support focus, hydration, and recovery, with 1200mg electrolytes, 125mg Cognizin, and 90 calories.
 
“The United States Sports Drink Market size was valued at $6.50 billion in 2021 and is projected to grow from $6.77 billion in 2022 to $9.38 billion by 2029, according to Fortune Business Insights,“ says Karen Todd, MBA, RD, vice president of global brand marketing, Kyowa Hakko USA, Inc. “This presents many opportunities for Cognizin and brands like Launch Hydrate, who have chosen to use our highly researched branded ingredient in their new line. Savvy brands understand the value of using a branded ingredient that can back claims with science.”

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