Medical advisory boards help brands win over skeptical consumers by validating health claims, science

20-Aug-2024 - Last updated on 20-Aug-2024 at 13:25 GMT

Source: Instant Hydration

Food and beverage companies – like startup Instant Hydration – increasingly rely on medical advisory boards and experts to validate their ingredient labels and offer transparency to progressively knowledgeable and skeptical consumers.

Instant Hydration’s medical advisory board will provide monthly articles on the benefits of the company’s proprietary electrolyte blend featuring French Grey sea salt, calcium from mineralized algae, potassium chloride and magnesium bisglycinate chelate, to support refreshment and recovery. The board also will share “the science behind electrolytes and proper hydration,” and address specific health conditions that can be supported by the brand’s electrolyte blend, Zach Gordan, co-founder, Instant Hydration told FoodNavigator-USA.

“Our products are backed by a distinguished medical advisory board, whose expertise was instrumental in guiding our formulation process. Their insights ensured that our product is both effective and safe, meeting the highest standards of quality and hydration needs,” he added.

Gordan said that Instant Hydration is NSF-certified, aligning with testing and safety “standards set by major sports associations,” and recognized by the National Football League, Major League Baseball, Professional Golf Association, among others.

Each stick pack contains 10 calories (with the exception of the Unflavored format which contains zero calories) and no sugar, and features keto, vegan, gluten-free and non-GMO claims on pack. The Orange, Lemon-Lime and Watermelon flavors feature a blend of natural flavors and organic monkfruit extract as the sweetener, and natural colors.

Subscription boxes offer value for consumers

Instant Hydration’s subscription model also will set the brand apart from its competitors, said Gordan. Its current monthly subscription offers a box of 30 count stick packs at $49.50 and includes a 30-count gift bottle of vitamin D and K. For its quarterly subscription box, the company offers the option to buy three 30 count boxes with the fourth box free, in addition to a 90 count bottle of vitamin K and D and a glass water bottle gift.

Gordan emphasized the monthly gifts will provide value for consumers and maintain retention for the brand.

While the brand’s audience is “quite broad,” it plans to “focus on athletes, avid gym goers and mommy bloggers,” to build its presence in the hydration space, most notably through an Instagram endorsement campaign, said Gordan.

Hydration market serves consumers’ preferences for flavorful, functional water options

Hydration sits top of mind for consumers’ beverage preferences, accounting for one in seven beverage launches over the most recent five-year period, according to data from Innova Market Insights.

Further, hydration brands are setting themselves apart by incorporating added vitamins and minerals for enhanced benefits, in addition to health claims like sugar-free and no added preservatives, according to Innova.

Consumers look to flavored waters as a vehicle for added functionalities. According to a 2022 study, consumers expect functional flavored water to serve as refreshing (87.4%), thirst-quenching (73.7%) and tasty (65.7%) products, while also containing vitamins, minerals and antioxidants, and provide energy.