A big, growing category — entered where the giants are weakest.
ElectrolytePacks is a purpose-built electrolyte brand in development. This page is the look-and-feel brief: the market, the openings, the products, and the order we plan to prove them in.
Why not just compete head-on?
The leader (Unilever-owned) is in 80,000+ stores; the number two built a $200m+ business on community and podcasts. A generic 'better' stick loses on distribution and ad costs — on Amazon, ads and fees can consume roughly 60% of a supplement's sale price. The opportunity is where buyers search by problem, not brand, and where the leaders' hero formulas are actively wrong for the job.
The three openings we're entering, in order
1. Gentle — sensitive-stomach daily hydration
The GLP-1 and bariatric population doubled in 18 months and has no electrolyte specialist. Big-brand formulas — 11g sugar, or a 1,000mg sodium stevia drink — are harsh on a sensitive stomach. Gentle is a small-sip, allulose/unsweetened, glycinate-based pack at a target $1.25–$1.50 a serving, ~$1.00 on subscription. Daily use for the duration of therapy means subscription-native repeat.
2. Crew — heat-work, employer-paid
The industrial incumbent is a catalogue brand with sugar-heavy and opaque formulas. Crew sells to safety managers per worker, per shift — contract repeat, no ad auction, and the only channel where a lower per-serving price still builds a strong business.
3. Restore / Night — high-need and evening
High-sodium users (1–3 million Americans live with POTS alone) take multiple servings daily — the best repeat economics in the category — but the space needs regulatory care, so it launches after Gentle funds it. Night, an evening magnesium drink, shares Gentle's customer and can ride as its second product.
Unit economics we're targeting
| Item | Target | Basis |
|---|---|---|
| First production run | 50,000 sticks | Standard US co-packer minimum for stick packs |
| Cost per stick, first run | $0.35–$0.65 (estimate) | Co-packer market ranges; premium inputs (allulose, glycinate) at the top end |
| Retail price, Gentle | $1.25–$1.50 / serving | In line with leader pricing ($1.50–$1.56) |
| Subscription price ceiling | ≤ $1.10 / day | Above this, 'expensive salty water' churn sets in — the category's most repeated complaint |
| Crew price at volume | $0.35–$0.60 / serving (target) | B2B bulk pricing target; employer-paid |
Figures marked estimate/target are planning numbers from our October 23, 2026 market study, not audited financials or offers of return.
How we prove it before we scale it
- Regulatory review of all health-related language before any pack is printed
- Three written US co-packer quotes on the Gentle formula, with full carrier disclosure required
- Two early-list landing tests (Gentle vs Restore) — the stronger subscription intent gets the first run
- Crew: 20 safety-manager interviews and 3 paid pilot crews before a bulk commitment
What makes it defensible
Not a flavour. The moats, in order: trust inside named communities and occupations; employer contracts with replenishment data; a transparency system (published doses, carriers and batch certificates) that is cheap for us to start and expensive for a giant to retrofit; and this category domain, with content built niche-first.
Talk to us
We're speaking with prospective investors and pilot partners now.
Market figures: Circana via trade coverage, KFF, and company/trade reporting, compiled in our market study of October 23, 2026. Private-company figures are trade-press estimates, not audited numbers.