Launched in the UK across national supermarket chain Asda, with further retailer launches already confirmed for the months ahead, Tropicana Hydrate+ is a blend of real fruit juice with coconut water, with magnesium to support electrolyte balance. Available in Pure‑Pak® cartons, Tropicana Hydrate+ is available in both a Pineapple and Mango flavour.
Hydration ingredients in demand for health and wellbeing
The hydration market, evolved from the global health and wellbeing trend, is driven by consumer demand for extra hydration benefits. A recent report from Mintel shows that nearly three quarters of consumer agree that being optimally hydrated is important for mental performance, with 81% saying being hydrated supports exercise and recovery and 74% deem that being optimally hydrated important for mental wellness.1
Coconut water is one of the UK’s most dynamic hydration category driven by several factors including consumers increasingly opting for plant‑based beverages.2 The fitness culture has spurred the need for electrolyte post‑exercise hydration and coconut water is perfect for its thirst quenching credentials. 3
In the UK, 46% of fruit juice, juice drink, and smoothie consumers say they would choose a variant containing hydrating ingredients (such as mineral salts or electrolytes) over one without. According to Mintel this preference is even stronger among younger adults, with 68% of under 35s opting for drinks with hydrated ingredients. 1
Taking functional to the next level
“Tropicana Hydrate+ is the tastier way to hydrate – real fruit juice with coconut water, electrolytes and vitamins, it takes the functional benefits of juice to the next level,” explains Liz Ashdown, Marketing Director, Tropicana. “Consumers are showing a preference for drinks with hydrating ingredient and there is a strong growth for functional drinks that support overall wellness.”
For the Hydrate+ launch, Tropicana selected Pure-Pak® cartons to ensure the packaging is aligned with both consumer expectations and operational priorities.
Liz Ashdown, Marketing Director Tropicana
“UK consumers strongly associate Tropicana with carton formats making the Pure‑Pak® carton a natural and trusted choice for introducing a new hydration range.”
“The quality of our products are also assured as the carton delivers excellent protection, whilst providing great visibility and branding,” concludes Liz . “And, from an operational standpoint, choosing an established carton format significantly reduced development complexity supporting a smooth, low ‑risk route to market for our retail partners.”
Sources:
- Fruit Juice, Juice drinks, and smoothies – UK – 25. Mintel. 2026.
- Coconut Water Drinks Market’s Consumer Preferences: Trends and Analysis 2026‑2034
- Hydration Products Market Size, Industry Share By 2035
