KIC expands into hydration market with new electrolyte range

Australian wellness brand KIC has launched a new hydration category featuring an electrolyte range designed specifically for women. The product line is being released in over 480 Priceline stores across Australia.

Co-founder Laura Henshaw stated that the brand aims to address a gap in the market where existing hydration products are often built around high-intensity sports and heavy sodium content. The new ‘Everyday’ range focuses on potassium, containing 500mg of potassium citrate and 250mg of sodium per serving, alongside calcium, magnesium, vitamin B6, and PHGG prebiotic fibre. The formulation targets the fact that less than 50% of Australian women meet their daily potassium requirements.