First Grade trials ‘revolutionary’ coconut water-based sport drink

A sports drink is being launched in the UK that the manufacturer claims will “revolutionise the sporting industry”. First Grade Drinks (FGI) will launch Elektrolyte in the UK in January.

FGI, which is the UK arm of Singaporean company Sambu Group, claims that the drink – a coconut water-based sports product – enables quick recovery and hydration for athletes. It also claims that it is unique among sports drinks because it contains no artificial preservatives, sweeteners, colourings or flavourings. It also contains 40% of the recommended daily intake of Vitamin C.

FGI spokesman David Armstrong says: “We wanted a functionally superior but natural alternative to water, offering fast rehydration. Elektrolyte is one of the first sports drinks to contain coconut water with natural electrolytes. We believe if you’re wise enough to exercise, you should be wise enough to rehydrate naturally.”

Armstrong says the drink also has a “scientifically balanced formation”, in that it has a similar consistency as human blood and can therefore be more easily absorbed by the body.

The drink will come in a lightweight Tetra Pak carton fitted with an easy-open pull-tab, which FGI says is suitable for all ages, and will cost £2.39 for a pack of four. The company is negotiating for listings in several supermarkets, health food stores and other retailers.

The launch will be supported by a four-month campaign created by PR agency The SPA Way, focusing on the sports drink’s health credentials and points of difference in the market. The campaign will break in January and incorporate television and national press, as well as regional and consumer titles.