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Companies rush to develop 'functional hydration' drinks beyond water amid wellness trends.

Market News
11 Jul 2026
Market Watch
View Source
Bullish
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Driven by social media and health trends, companies like PepsiCo, Unilever, and Kraft Heinz are investing heavily in 'functional hydration' products. These drinks, such as electrolyte mixes and coconut water, offer benefits beyond basic hydration and are marketed for everyday wellness, not just athletes. This shift reflects growing consumer interest in health and wellness, prompting innovation in the beverage industry.

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