Dive Brief:
- Sprinter, the vodka soda brand founded by Kylie Jenner, is venturing into the functional beverage sector with the introduction of drink mix-ins aimed at promoting skin health.
- The new product, k2o by Sprinter, features electrolytes combined with bioactive collagen peptides and hyaluronic acid to enhance skin moisture and hydration. Available flavors include peach, watermelon lime, and strawberry lychee.
- The beverage powder is marketed as a beauty product to set itself apart from other performance-oriented hydration mixes. Sprinter has appointed Jay Hunter as its CEO to oversee the brand’s expansion into the hydration market.
Dive Insight:
K2o is positioned as “the next phase of Sprinter,” according to the brand’s website, signaling a potential shift in strategy as alcohol consumption declines and beauty becomes a key focus in the functional food and beverage industry.
“This launch marks the start of a new era of beauty-driven hydration,” stated Hunter. “After years of experience in CPG brands and the ever-evolving wellness landscape, it’s evident that today’s consumers seek solutions that are not only functional but also emotionally engaging.”
Collagen-infused products are gaining popularity, particularly among offerings targeted at women. Companies like Vital Proteins have introduced collagen-spiked beverages, while major players such as Monster Energy and Unwell have embraced this trend.
Research from data firm Spins indicates that a third of consumers prioritize enhancing beauty, skin, and hair when choosing supplements. Collagen is reputed to reduce wrinkles and improve skin and bone health, with k2o utilizing Verisol bioactive collagen peptides to diminish fine lines over time.
K2o made its debut on Sprinter’s online store and TikTok Shop, offering a 20-count pack for $39.99. The product will also be available on Amazon later this summer.
A product endorsed by the Kardashian family could resonate with younger consumers, as beauty claims in food and beverages hold significant appeal for Generation Z, as per Innova’s research. The family is associated with other beverage brands like Update energy drinks and 818 Tequila.
A beauty-centric beverage aligns well with Kylie Jenner’s existing ventures, such as her makeup brand Kylie Cosmetics, which also includes a skincare line.
“Beauty has always been a core focus in everything I do, and the creation of k2o by Sprinter feels like a natural progression,” expressed Jenner.