Electrolytes are what our
bodies need to absorb water
and remain hydrated.
that boast health-benefi ting
combinations of herbs such
as raspberry leaf and rose
hips, roots like turmeric and
ginger, and fruits like goji berry
and elderberry. Goldthread
Founder William Siff, who
is a clinician, ethnobotanist,
educator, Ayurveda and
traditional Chinese medicine
expert, and a licensed
acupuncturist and herbalist,
created the brand to tap into
the therapeutic application of
functional beverages that also
were enjoyable to drink.
“Each tonic has 14 grams of
herbs, which is really going
to do something, along with
actually tasting good,” Siff
says. “It’s a trick that gives
us an edge. Relying on these
ingredients hasn’t been
done particularly well yet,
especially using whole herbs
at this concentration level. It’s
a different ballgame in making
it a functional beverage; it has
to taste right, which requires
an herbalist/chef touch.”
a variety of electrolyte
beverages such as Gatorade,
while Atlanta-based The
Coca-Cola Co. offers its
Powerade brand and has an
investment and distribution
deal with Body Armor.
Smaller brands also are
emerging in the space.
Boston-based Buoy, for
example, has developed
a flavorless, all-natural
electrolyte compound that
can be added to virtually any
beverage, the company says.
“Electrolytes are what our
bodies need to absorb water
and remain hydrated. When
people drink alcohol or
caffeine, or exercise, not
only do they become more
dehydrated, but any water
consumed after is not as
effective due to a low balance
of electrolytes,” says Lianli
Li, president of Gateway
Pharmaceuticals. “Insuffi cient
electrolyte replenishment is
a leading cause of why over
75 percent of people are
chronically dehydrated.”
In her whitepaper titled
“Why Buoy is Effective for
Rehydration and Energy
Regeneration,” Li details
Drink Asia
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how Buoy’s formulation of
electrolytes with a vitamin-B
complex that includes
vitamin B1 (thiamine), B5
(pantothenic acid) and B6
(Pyridoxine HCl) enhances
electrolytes’ effects on
hydration and energy in the
body.
Although fruits, vegetable
and herbs might seem like
classic healthy ingredients,
beverage-makers are
blending the culinary staples
with emerging exotic
offerings. Goldthread, Santa
Monica, Calif., offers a lineup
of 11 plant-based tonics
March-April 2020
Another functional beverage,
VITHIT, which is based in
Dublin, Ireland, incorporates
vitamins, water, tea and juice.
Former professional rugby
player Gary Lavin wanted to
create a healthy, functional,
low-calorie drink. Speaking
to consumer demand for
this type of beverage,
VITHIT reports retail value
growth at 60 percent and
convenience value growth
at 55 percent, driven by
increased distribution and
sales, Lavin says.
Growth in the market
An abundance of innovation
in the health-conscious and
functional beverage category