Nuun and Orangetheory Fitness join forces in the name of hydration

The collaboration expands distribution of Nuun Sport Hydration Electrolyte Powder Drink Mix to select Orangetheory studios across the country. “Nuun was founded in 2004 as a hydration company that pioneered the separation of electrolyte replacement from carbohydrates, which led the way for hydration products without significant amounts of sugar,” said Vishal Patel, global R&D lead at Nestlé Health Science, which acquired the brand in 2021. The announcement also included the release of Nuun All Out Orange Flavored Sport Hydration Electrolyte Powder Drink Mix, which features five essential electrolytes: 300 mg sodium, 150 mg potassium, 40 mg chloride, 25 mg magnesium, 15 mg calcium and 1 g of sugar. Partners in hydration Aileen Stocks, president of VMHS at Nestlé Health Science, told NutraIngredients-USA that Nuun and Orangetheory Fitness have been friendly for several years now, so taking this friendship to the next level was a natural progression. “Proper electrolyte formulations and effective delivery are crucial for replenishing essential minerals lost through sweating, supporting muscle function and preventing dehydration-related complications,” said Scott Brown, vice president of fitness at Orangetheory. “In our continuous efforts to enhance our members’ performance and recovery, Nuun emerged as the perfect hydration partner.” Staying thirsty year round Although we’re not currently in "hydration season", Stocks said the message is just as important in the colder months. “Hydration is essential for the body to thrive and there are many winter-specific factors, including dry air, indoor heating, physical activity, immune support, that underscore the need for hydration in the winter months,” she said. “One way we try to keep the conversation around hydration relevant in the winter is through seasonal flavor innovations. For instance, we’ve experienced success launching flavors like Kona Kola in our Sport Tablets and Spiced Cider in our Immunity Tablet product line. The Spiced Cider flavor is delicious when warmed too.” According to SPINS data collected from Jan.2023 to Dec. 2023, the biggest months for hydration and electrolytes are July, August and September, with August being the top performing month with $60 million. While hydration and electrolyte offerings receive the lion's share of sales during the hottest months of the year, the graph illustrates the subcategory still sees strong sales year round. "The subcategory sees the highest sales during the summer months but that doesn't mean consumers aren't buying it year round," said Evonne Chan, data analyst-marketing at SPINS. "We can also see that year-over-year, the subcategory has seen strong growth in both dollar and unit sales."