Applied Nutrition is expanding its partnership with Sour Patch Kids into the hydration category. The company just released its Hydration+ formula in two authentic candy flavors, Redberry and Blue Raspberry. This launch marks the first time products from the collaboration have reached store shelves, beating the previously announced ABE Energy and Pre-Workout lines to market.
Hydration+ serves as a specialized performance supplement. Each stick pack contains an electrolyte blend featuring sodium, potassium, calcium, magnesium, and chloride. The formula provides 1.19g of electrolytes derived from sources like coconut water and Aquamin. Additionally, it includes 2g of taurine and a blend of B vitamins plus vitamin C to support physical performance.
GNC now carries these new flavors in boxes of seven single-serving stick packs. The retail price sits at $12.99 per box. The retailer is also running a buy-one-get-one promotion for Pro members at this time. This rollout indicates that Applied Nutrition intends to maximize the reach of its Sour Patch Kids licensing beyond its core ABE energy and workout supplements.
Consumers can find the products available for purchase now. The addition of hydration stick packs to the lineup provides an alternative for athletes who want the familiar candy branding without the stimulants found in pre-workout powders or energy drinks. Whether these flavor profiles will extend further into the Applied Nutrition catalog remains to be seen.