IQBAR launches “first-of-its-kind” functional hydration packs

06 Jan 2022 --- IQBAR has launched functional hydration stick packs targeting mood and clarity. IQMIX hydration mixes are touted to be the “first-of-its-kind” with three times more electrolytes than average sports drinks.

“There is somewhat of a “boom” occurring in the electrolyte stick pack market, though all major players are focusing on the same general functionality proposition: hydration; hydration + energy; hydration + immunity; or hydration + sleep. With IQMIX, we’ve created an entirely novel proposition of hydration + mental clarity + elevated mood,” Will Nitze, CEO and founder, IQBAR, tells NutritionInsight.

Each stick pack contains 750 mg of magtein magnesium l-threonate, a clinically studied form of magnesium shown to cross the blood-brain barrier and enhance mood, capacity for learning, memory and focus, IQBAR says.

The hydration packs boast three times more electrolytes than the average sports drink.

“As we approach the second full year of this pandemic, health and wellness continue to be at the forefront of consumers’ minds. With hydration being a key component of that, we knew there was an opportunity to better serve the market. So we created the IQMIX product to deliver a hydration solution that also provides electrolytes and brain nutrients, without needing to compromise on diet,” Nitze says.

The item contains 250mg of 8X-concentrated lion’s mane adaptogen and zero g of sugar. The mixes are keto, vegan and free from genetically modified organisms (GMOs), gluten, dairy, and soy. They are available in four flavors: lemon lime, blood orange, peach mango and blueberry pomegranate.

Meeting consumer demands
According to the company, the aim behind the launch of the new product line is to make brain and body nutrition more accessible. It seeks to broaden the categories in novel functional ingredients can be delivered.

“We’ve found that consumers today expect more functionality with fewer drawbacks. For instance, we believe electrolyte-fortified products that are also high in sugar will struggle to retain customers over the long-term,” underscores Nitze.

“In contrast, products like IQMIX that offer greater functionality (electrolytes + adaptogens + clinically studied brain nutrients) and a zero sugar profile will steadily gain market share over the next few years. We’re rigorously applying this ‘more function, fewer drawbacks’ standard across all products and product development.”

According to Innova Market Insights, sugar reduction is one of the most sought-after concepts in purchasing decisions, reflecting the drive toward healthier food choices.Consumers are increasingly drawn to functional ingredients to boost their mood.  

Opportunities in functional ingredients
The COVID-19 pandemic has been a key driver for consumers to turn to their well-being, linked to increasing demand for functional ingredients. This has also sparked a wave of opportunities for industry in functional nutrition.

“Over the past few years, the US has seen a significant rise in stress, anxiety and other mood-related ailments – most of which can likely be attributed to the challenges people are facing in the ongoing pandemic,” notes Nitze.

“By promoting the production of feel-good hormones, such as serotonin, through functional compounds in IQMIX like magnesium l-threonate, we’re working to improve emotional health on a daily basis. When consumers feel better, they tend to be more energetic and productive.” 

Companies have described the sports nutrition sector as “just getting started” with ample opportunities in the space as consumers are increasingly seeking to feel their best, both physically and mentally. 

By Andria Kades