CATEGORY LEADERSHIP AWARDS DRINK MIXES

Category leaders like Jel Sert and LMNT know that consumers who enjoy incorporating drink mixes into their lifestyles are looking for taste, quality and increasingly functional hydration as well.

With nearly 100 years of experience in the industry, Jel Sert has demonstrated its adaptability to evolving consumer preferences and priorities. The company continues to keep its fingers on the pulse of today’s shoppers seeking healthier, budget-friendly options and delighting them with novel licensing partnerships that conjure happy pangs of nostalgia.

“2023 is an exciting year for us, with numerous new product launches offering maximum value at a time when it matters most,” VP of Licensing Nancy Samani said earlier this spring. “With limited budgets, consumers want to make purchases they trust will deliver on taste and quality. This has always been our focus with our leading drink mix brands, Wyler’s Light and Pure Kick, as well as licensed brands.”

As innovation leaders, Jel Sert brings trends from other categories to drink mixes, she said. “We have seen a lot of consumer excitement around co-branded flavor licenses, where brands are co-branding with licensed flavors to offer unique items to the category. We are excited about the launch of our co-branded Pure Kick and Jolly Rancher Drink Mixes, which combine the energy function of Pure Kick with the signature Jolly Rancher flavors consumers know and love.”

Samani elaborated, “Jel Sert holds licensed partnerships with leading CPG brands such as Skittles, Starburst, Jolly Rancher, Sunkist, Vitafusion, Welch’s, Hi-C and many more. Our licensed brands are trusted by consumers for flavor and quality, making for easy purchase decisions. We continue to build on these successful licensed programs with line extensions, including Skittles Wild Berry, Jolly Rancher Lemonade and Starburst DuosDrink Mixes. We are proud of our licensed programs and have built long-term relationships by treating licensed partners like family.”

Jel Sert notes that functionality is driving category growth. “Functionality continues to be a key growth driver in the drink mix category, with many new entrants coming in at higher price points,” Samani said. “At a time when price is a priority for consumers, we have always differentiated ourselves by offering functional drink mixes that don’t compromise on value or taste. Our Pure Kick brand is the No. 1 functional drink mix in the value channel, offering energy and hydration ‘for the rest of us.’ Our Vitafusion Infusions licensed drink mixes with Church and Dwight offer meaningful levels of vitamins, electrolytes and energy at an attainable price point. Jel Sert has proven that high-function products can still taste good.”

LMNT has taken the demand for functional hydration and added a salty twist—literally. Co-Founder Robb Wolf explained on the company website