Hypotonic sports drink aims to boost body after heavy exercise

It's easy to become dehydrated when hard at work on the treadmill or pumping weights, so Aimia Foods has launched a range of Slazenger S1 hypotonic sports drinks in order to rehydrate the body as quickly as possible. The drink helps the body to replace salts and fluids lost during activity faster than isotonic sports drinks, claims the firm.

In a category that is growing by 15% year-on-year, and in a market worth £200M in the UK, sports drinks are not only being purchased by athletes, but by consumers looking for functional drinks that also have appealing flavours and benefits, says Aimia.

Formulated to aid both physical and mental performance, the drinks, in orange and mixed berry flavours, are available in handy 500ml bottles to suit the requirements of the vending, wholesale, cash and carry and retail channels.

As a £120M brand, Slazenger is already associated with sports and it is hoped that brand loyalty will generate further interest in the drinks.

Neal Haworth, soft drinks category marketing manager at Aimia Foods, says: "Slazenger S1 sports drinks are a real breakthrough for the sector. We know there is a huge market out there for functional drinks."