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Diving overview:
- Sprinter, the vodka soda brand founded by Kylie Jenner, is expanding into the functional beverage category with the launch of a beverage mix-in that supports skin health.
- Sprinter’s new product k2o contains bioactive collagen peptides and electrolytes with hyaluronic acid to support skin hydration. Flavors include Peach, Watermelon Lime, and Strawberry Lychee.
- Beverage powders are positioned as beauty products for differentiation from moisture mixes focused on sports performance. Sprinter said Jay Hunter will become CEO and oversee the expansion of the brand’s hydration business.
Dive Insights:
K2o represents the “next generation of sprinters,” according to the brand’s website as of Tuesday afternoon, and the launch could be a strategic pivot as alcohol consumption declines and beauty emerges as the next frontier for functional foods and beverages.
“This marks the beginning of a new era of beauty-led hydration,” Hunter said in a statement. “After years of immersing myself in CPG brands and the evolving wellness industry, it’s clear that today’s consumers are looking for solutions that are functional and emotionally relatable.”
Collagen, in particular, is being added to more beverages, especially products for women. Vital Proteins launched collagen-infused sparkling water last week, and players like Monster Energy and Unwell have also capitalized on the trend.
According to data company Spins, one-third of consumers say improving their beauty, skin and hair is their main goal when choosing supplements. Collagen is known to reduce wrinkles and improve skin and bone health, and k2o says it uses Verisol bioactive collagen peptides to smooth out fine lines over time.
K2o launched packs of 20 for $39.99 on Sprinter’s e-commerce website and TikTok Shop on Wednesday. Amazon plans to release this product later this summer.
According to Innova, products backed by the Kardashian family could appeal to younger consumers, as beauty claims in food and beverage are particularly appealing to Gen Z. Family members sponsor other beverage brands, including Updated Energy Drink and 818 Tequila.
The beauty-focused drink is more in line with Kylie Jenner’s other businesses, including her makeup brand Kylie Cosmetics, which also has a skincare line.
“Beauty has been at the center of everything I do, and Sprinter creating k2o feels like a natural next step,” Jenner said in a statement.
