July 11, 2026, 8:00 a.m. ET
Thanks to social media and modern health crazes, hydration is no longer about just drinking water — and that has kicked off a corporate rush to develop and market more sophisticated drinks.
Companies like PepsiCo
PEP, Unilever UL and Kraft Heinz KHC are now talking about “functional hydration,” a term used to refer to drinks like Gatorade and coconut water that offer electrolytes or health benefits beyond basic survival. As consumers pay more attention to wellness, companies are taking drinks that once targeted athletes and marketing them as beverages for everyday life.
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