Dive Brief:
- E-hydrate, producer of Protein On-the-Go, hydration mixes, and energy gels, has announced a new equity partner, actress and entrepreneur Sofia Vergara.
- With Vergara onboard, E-hydrate has gained a business partner dedicated to helping the company grow.
- E-hydrate's products come in single-serving, portable packaging known as the RTM ("Ready to Mix") patent-pending pouch.
Dive Insight:
E-hydrate's packaging addresses consumers' preference for more convenient, on-the-go foods and beverages. Convenience has been a key driver for snacking, which nearly all consumers do at least once a day according to Mintel, and the same can go for products like Protein On-the-Go.
Protein On-the-Go also meets consumers' desire for more protein in their diet.
This announcement is also still another example of celebrity in the food industry, but in this case, Vergara is getting involved in the company. This continues to be a trend, like with several athletes' investments in Luvo frozen foods.