Dive Brief:
- Former first lady Michelle Obama’s Plezi Nutrition is launching a sports drink touted as a better-for-you option compared to similar products on the market. Plezi Hydration has half the sugar and sodium and seven times the potassium of Gatorade. The company also says it has a full daily dose of vitamin C to support immune health and muscle repair.
- The beverage comes in three flavors: Lemon Lime, Tropical Punch and Orange Mango Twist. Plezi Nutrition is being sold on Amazon, as well as at Albertsons, Safeway, Walmart in California, among other locations.
- Hydration is the third product offering to be rolled out by Plezi since its founding in 2023. Previously, the company launched a lower-sugar carbonated fruit drink called Plezi Fizz and a fruit juice-like beverage called Plezi Kids.
Dive Insight:
Just two years after its launch, Plezi Nutrition is entering another trendy beverage category. Few have been as hot recently as hydration.
Celsius, PepsiCo, Coca-Cola and Waterdrop are among the companies that have introduced products aimed at hydration. Unilever purchased electrolyte-infused beverage mix maker Liquid I.V. In all these cases, the companies launched portable powders, or in the case of Waterdrop, cubes.
In a crowded market, Plezi Nutrition knows it has to stand out. Plezi has prioritized launching healthier beverages to connect with consumers looking to cut back on ingredients such as sugar while simultaneously receiving more nutrition from the liquids they enjoy.
A big part of Plezi Hydration’s launch is its ties to the former first lady and its partnership with NBA star Stephen Curry and his wife Ayesha. The Currys are co-founders of Plezi Hydration and are working as brand ambassadors for the product. They reportedly contributed “their expertise and passion for health and wellness” to the product, packaging and marketing, according to the brand.
The second major attribute helping Plezi Hydration stand out is a better health profile compared to Gatorade. It has 120 milligrams of sodium (vs 230 milligrams), 500 milligrams of potassium (vs 70 milligrams), and 12 grams of sugar (vs 28 grams).
“At PLEZi, we’re always thinking about how we can change the game when it comes to nutrition,” Obama said in a statement. “We’re excited to provide a delicious, healthier option for everyone who’s trying to get active and stay hydrated.”
Plezi drinks will only be available in ready-to-drink 16.9-ounce bottles. Unlike its prior offerings targeting a specific demographic — Plezi Kids for children and Plezi Fizz for tweens and teens — Plezi Hydration is aimed at a wide range of consumers.
