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Hydration drinks have captured the zeitgeist of 2024, from PepsiCo’s Gatorade Water to Coca-Cola’s BodyArmor Flash IV. And while the category is flooded with new entrants, the pioneer of the plant-based meat category believes his new electrolyte-infused beverage will stand out.
Cadence, a ready-to-drink hydration drink made with salt and electrolytes, was launched in July and is aimed at athletes. Former professional tennis player Ross Mackay previously founded and served as CEO of plant-based meat company Daring, which was valued at $325 million. He stepped down from that position earlier this year.
The drink is made with natural water, sodium chloride, magnesium lactate, potassium from Italian lemons, and stevia sweetener. Mackay believes its zero-calorie, clean-label approach makes it stand out from other hydration products. The product is sold directly to consumers.
George Heaton, entrepreneur and co-founder of British streetwear brand Represent, said consumers with dedicated workout routines would benefit when the drink hits the market.
““When I realized there was no product on the market that met my needs without adding unwanted ingredients like caffeine and sugar, I made it my mission to produce a product that could do it all,” Heaton said in a statement.
A key part of Cadence’s strategy is to go where its target consumers come from, partnering with gyms and hospitality brands (such as the Soho House hotel chain). Mackay notes that TikTok fitness influencers have increasingly endorsed salt-based drinks in recent months, promoting them as a way to quench their thirst after a tough workout.
Ross McKay, CEO and co-founder of Cadence.
Provided by Cadence
Mackay, who is from Glasgow, previously played professional tennis in his home country, an experience he said gave him a sense of what types of drinks could help athletes perform better.
Mackay’s experience at Daring has given him insight into launching products in trending categories. He acknowledges that the plant-based category has seen sales flatten over the past two years, but believes the hydration beverage category will continue to grow as consumers find new use cases, such as for athletes.
“Like any other industry, this is ripe for innovation. The can is very different,” McKay recalls, adding that he used to crush a can of Coca-Cola after a workout, not because it was healthy, but because of the packaging. “Cadence is a very aesthetically pleasing product.”
McKay said the brand isn't focused on a retail launch yet, and is aiming to build a fan base within the athletic community.
“Traditional retailers don’t allow for the same educational and promotional opportunities that a gym might to drive consumer engagement,” McKay said.
