Celsius has launched Celsius Hydration, a line of caffeine- and sugar-free electrolyte-based powder sticks, set to compete with LMNT, DripDrop, Liquid IV and Ultima.
The sticks are offered in five flavors: Fruit Punch, Blue Razz, Strawberry Watermelon, Arctic Cherry and Lemon Lime and contain magnesium, potassium and sodium.
Hydration powder packets have become a convenient way to replenish on the go, with a projected growth trajectory reaching $3.26 billion by 2031, according to market research reports. Plus, stick-based packaging not only makes it easy to keep hydration powders on hand but also aligns with Gen Z’s increasing demand for more sustainable products and packaging. A compact stick, for instance, feels more environmentally friendly compared to a plastic bottle.
“The Celsius brand has long been synonymous with fitness and favored by consumers who prefer zero-sugar, refreshing energy drinks,” Celsius chief marketing officer Kyle Watson said. “Celsius Hydration is the perfect complement to our portfolio of functional beverages and gives consumers more occasions to enjoy the great-tasting and refreshing beverage experience that has propelled Celsius to become the number-three energy drink brand in the United States.”
While Celsius Hydration is currently available on Amazon—Celsius saw its sales on the online retailer increase 21% year-over-year to $27 million in Q3 2024—the functional beverage leader expects to expand its distribution to additional retailers soon.
“E-com continues to be a great opportunity for us, building brand awareness and making our product accessible to consumers whenever and wherever they want it,” Celsius CEO John Fieldly told investors last November on the company’s Q3 earnings call.
Fieldly also underscored the longevity of the “better-for-you” nutrition and drink category, noting that it’s not slowing down and that more than 50% of the category is now sugar-free.
“The sugar-free movement – it continues to build steam,” he said. “We have an amazing sugar-free portfolio.”
