Since starting out as a sustainable bottled water company in 2021, Tasmanian-based Pure Mist has diversified from its award-winning, mist-harvested still and sparkling options. Using water collected from some of the purest air in the world, the company began gin production just after starting out, and is now stepping into the functional beverage market with new sports hydration drink, HydraPlay.
The Pure Mist operation collects water from the air of the Huon Valley in Tasmania, using five-metre-tall spiral towers with a stacked weave to trap and wick moisture before it funnels into the bottling plant, inspired by the methods used in the Atacama Desert, Chile.
The purity and low minerality of the resulting water is an ideal base for the award-winning Pure Mist gin, which has been on the market since 2022.
The company was co-founded by Justin Hickey, a former professional athlete and tech executive, who is now setting out to disrupt the over $30 billion global sports drink market with science, sustainability, and the world’s purest water.
All-natural hydration
Hickey told Food & Drink Business that HydraPlay has been in development for over three years, aiming to create a naturally hydrating sports drink that can compete with the big players on the market, but with no additives like artificial colours and flavours.
“The product uses locally sourced, all-natural ingredients to boost hydration; apple, cherry, and beetroot juice, manuka and native honey, and Tasmanian sea salt,” said Hickey.
“We’ve been developing this on the side with sports scientists and nutritionists for years, making sure the final product is not only good for you, but tastes good.”
HydraPlay contains magnesium, potassium, calcium, and sodium to help refresh electrolytes lost during exercise, and vitamins B1, B2, B3, C, E, folate, and zinc. It also contains natural glucose, sucrose, and fructose sugars for energy and absorption.
Before releasing it for a wider market, Pure Mist made sure that HydraPlay would be effective, partnering with professional athletes across a range of disciplines, including motorsports, to test-drive the drink.
The main delivery format is in a 250ml pouch packaging, aimed at athletes on-the-go, but Hickey told Food & Drink Business that a 250ml lightly carbonated can and 5L bag-in-box format were also being trialled.
“We’re also putting HydraPlay into five and 10 litre bags. You can stick it in your fridge and fill up your drink bottles, or take it cycling or running in a backpack,” said Hickey.
Next steps
HydraPlay is now in the process of expanding globally, with partnerships, exports, and efforts underway to introduce the product into schools, sporting clubs, and retailers across multiple continents.
The company is lobbying the federal government and state governments to introduce the product into Australian school canteens, as a healthier alternative to traditional sugary drinks.
HydraPlay is also currently undergoing halal certification, an essential step in its strategic expansion across markets in the Middle East, North Africa, and Southeast Asia.
So far, Apple is the only flavour ready to buy, but Hickey told Food & Drink Business there are two more options in the works – Citrus and Mixed Berry.
“The packaging is ready for both new flavours, and Citrus will probably launch within the next six weeks,” said Hickey.
“We're still trying to find the actual flavour of the mixed berry, and have had to go back to the drawing board on that one. Berry is quite tart, so we’re trying to land on a recipe blending strawberry, blackcurrant, and raspberry that has a sweeter taste.”
The company said conversations around future steps for HydraPlay are currently looking into introducing the product into school canteens in China and the UAE, retail expansion into UAE and UK supermarkets, and expanding existing sales in China through a leading health and beverage distributor.
HydraPlay is currently available online only at hydraplay.au, but will be arriving in local sports and nutrition stores soon. Visit the website to learn more and stay updated.
