Lanes Health is expanding the trusted Pro Plus brand into the fast-growing hydration supplement category as busy consumers increasingly look for convenient solutions that support both hydration and energy.
The company has launched Pro Plus Fizz Hydration, a tropical-flavoured effervescent tablet combining key electrolytes with 75mg of caffeine.
New research commissioned by Lanes Health, makers of the leading caffeine supplement brand Pro Plus, highlights how busy routines are impacting everyday hydration and energy habits. The survey found more than half of UK adults (54%) say they push through tiredness because they feel they can’t afford to slow down, while nearly six in ten (58%) say they experience afternoon energy crashes.
At the same time, three in five consumers (60%) admit they don’t drink enough water during the day, suggesting hydration is often overlooked during busy routines. Instead, many rely on caffeine to keep going, with almost half of UK adults (45%) saying they drink multiple coffees to get through the day.
The research also found almost half of UK adults (47%) would be interested in a hydration product that combines electrolytes with caffeine for an added lift, highlighting a clear opportunity for innovation in the category.
Award-winning performance nutritionist and bestselling author Rob Hobson says the findings reflect a common pattern during busy days:
“When people start to feel groggy or hit that afternoon energy slump, their first instinct is to combat it with another coffee or a sugary energy drink. Caffeine can be really helpful for alertness, but it works best when the basics are already in place including good hydration. If you’re not drinking enough fluids during the day you can end up chasing energy with caffeine rather than addressing one of the underlying causes of your fatigue.”
Pro Plus Fizz Hydration is an effervescent tablet designed to dissolve in water to create a refreshing hydration drink. Priced at just 30p per serving, the product provides an accessible way for shoppers to support hydration while benefiting from a controlled caffeine lift.
Each tropical-flavoured tablet contains a targeted electrolyte blend including magnesium, potassium, calcium, chloride and sodium. Magnesium contributes to electrolyte balance, while potassium, calcium and chloride contribute to normal muscle and nerve function. Each tablet also contains 75mg of caffeine, helping to increase alertness and maintain concentration.
The product has also been tested and verified by Informed Sport, providing reassurance for both consumers and retailers.
To support the launch, Lanes Health has partnered with Rob Hobson as part of a wider consumer education initiative and marketing campaign designed to raise awareness of hydration and electrolyte balance. The campaign will include PR, digital and social media activity, alongside expert-led educational content aimed at driving awareness and trial among consumers.
Commenting on the launch, Samantha Ross, Senior Product Manager for the Pro Plus range at Lanes Health, said it marks a new chapter for the brand:
“Pro Plus has more than 65 years of heritage as one of the UK’s most recognisable caffeine supplement brands, and we’re proud to be expanding the range into the growing hydration category.
“Electrolytes have traditionally been associated with endurance sports, but they’re becoming much more relevant to everyday routines. From long commutes and travel to busy workdays and gym sessions, people are increasingly looking for simple ways to stay hydrated throughout busy days.
“Pro Plus Fizz Hydration brings together hydration support with a convenient caffeine lift in a simple format that fits easily into those moments. This launch marks the beginning of an exciting new phase for the Pro Plus brand as we expand the range and continue to invest in innovation to meet changing consumer needs.”
Pro Plus Fizz Hydration is available via Amazon and has secured listings in Morrisons at launch. The product retails at £5.99 per pack of 20 one-a-day tropical-flavoured effervescent tablets.
For more information, call Lanes Health on 01452 524012 or visit www.proplus.co.uk.
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