Beverages

BodyArmor Releases 1st New Product in 2 Years

Rapid rehydration beverage Flash I.V. ‘offers consumers the ability to refuel, replenish and recover’
Body Armor Flash I.V.
Photograph courtesy of BodyArmor

BodyArmor’s first new product in two years is also its first rapid rehydration beverage.

Flash I.V., available in stores now, “is designed to deliver the latest in active hydration and functionality for consumers without compromising on taste,” Whitestone, New York-based BodyArmor said. “It’s scientifically formulated to ensure the perfect balance of carbohydrates and electrolytes for faster absorption and replenishment.”

The beverage was developed with the same coconut water base as BodyArmor Sports Drink and “offers consumers the ability to refuel, replenish and recover,” with ingredients like electrolytes, zinc, vitamins B and C and no artificial sweeteners, flavors or dyes, the company said.

“[BodyArmor] transformed the sports drink category with its better-for-you hydration options," said Federico Muyshondt, CEO of BodyArmor, which is owned by Atlanta-based Coca-Cola. “And now we’re excited to do the same in rapid rehydration with BodyArmor Flash I.V. We’re always looking to innovate and provide consumers with hydration options they want and need.”

Flash I.V. comes in a 20-ounce square bottle and contains more than 2,200 mg of electrolytes—more than traditional sports drinks, the company said—for rapid and sustained rehydration for quick recovery. It’s launching in Grape, Strawberry Kiwi, Orange and Tropical Punch flavors.

New packaging will feature vibrant flavor colors and highlight functional benefits.

“We may not be the first product in this rapidly growing space, but we plan to be the best—and that ultimately starts with taste,” Muyshondt said. “Consumers want products that not only work hard for them but actually taste good too. We’re confidently entering this category because we know that Flash I.V. tastes better than any other rapid hydration product out on the market today.”

BodyArmor was created in 2011 by Mike Repole and Lance Collins. The brand also makes BodyArmor Lyte, which has no sugar added and 20 calories per bottle; BodyArmor SportWater, a water with a pH of nine and electrolytes; and BodyArmor Edge, which combines the sports drinks with a boost of natural caffeine.

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