Suntory Oceania is expanding into the functional hydration segment with the launch of Suntory Hydro Lock, a new Japanese-made hydration beverage designed to deliver a “feel-good hydration” experience.
Available nationally in Mango and Lychee flavours, Suntory Hydro Lock combines an advanced Hydro Lock formula and Vitamin B3 in a light, refreshing beverage.
Designed for everyday hydration, the company says it meets evolving consumer needs while supporting retailer growth in this expanding category.
Morgan Loveridge, head of Suntory BOSS Coffee and Future Brands at Suntory Beverage and Food Oceania, said the beverage has been developed to meet evolving consumer demand, while delivering incremental growth opportunities for retailers.
“Hydration has shifted from something people reached for after exercise to part of how they look after themselves every day, and the category data shows just how fast that shift is happening,” Loveridge explained.
“Functional hydration is one of the most exciting growth stories in beverages right now, yet the everyday shopper is still largely choosing between plain water and sports drinks.
“Suntory Hydro Lock is our answer to that gap – a modern, light, genuinely enjoyable hydration option made in Japan. For our retail partners, it’s a real chance to grow the category with something incremental, not just add another line to the shelf.”
Suntory Hydro Lock will be supported by an integrated marketing campaign spanning out-of-home, digital, social, sampling and in-store activation to drive awareness and trial.
Suntory Hydro Lock Mango 600ml and Lychee 600ml are now available in petrol and convenience stores and select grocery retailers across Australia.
