NEWS | Industry Updates


UK brand expands into USA, bringing healthier hydration options to a growing market


UK brand iPRO, a specialist in the health and wellness beverage industry is expanding into the United States as part of an ambitious global growth strategy. After significant success across Europe,


Africa, and the Middle East, iPRO Hydrate is now set to bring its high-quality, vitamin- enriched hydration solution to health- conscious American consumers. This launch comes at a critical time


when over 40% of US adults are classified as obese and nearly 10% are affected by diabetes, highlighting the urgent need for healthier beverage alternatives. iPRO Hydrate contains no artificial chemicals and is crafted with natural ingredients, offering an optimal solution for healthy hydration. According to recent industry data, the functional beverage market in the US


is experiencing robust growth, with the electrolyte drink segment leading the charge. This reflects a clear demand for beverages that do more than just quench thirst. iPRO Hydrate is poised to stand out in this category with its commitment to quality, taste, and health benefits. “We’re incredibly excited to bring iPRO


Hydrate to the United States,” says Sophie Christy, global brand director of iPRO. “Launching in the U.S. marks a huge step for our business, and we look forward to introducing iPRO Hydrate as the healthy choice for hydration in this vibrant market. We’re confident that our products, with their natural ingredients and functional benefits, will resonate with consumers who are looking for better beverage choices.” The US campaign will launch with collaborations with prominent fitness


Nostalgia & new tech driving candy floss boom


According to Panda Fluff, the candy floss vending machine brand, there has been a sharp, noticeable shift in the candy floss market this year.


Nostalgic consumers, product innovation, customisation, and leaps forward in candy floss making technology are all driving the surge in interest – 120 years after the sweet treat first made an appearance at the 1904 World’s Fair. Recent reports indicate that the global


candy floss market will be worth £2.46 billion by 2032. Panda Fluff founder and entrepreneur,


Kelly Poon, is not surprised that candy floss is back under the spotlight. “For decades, candy floss was something


that you could only get at the fair or circus, and there was no product development. It got a bit lost as an increasing variety of innovative snacks and treats became available to us.


“However, new tech has taken it to a completely different place. We now have AI powered machines that can create countless designs, colours and styles – within seconds.” Kelly explains that the nostalgic food


trend is helping candy floss growth here in the UK, with the treat appealing to a wide range of ages. Kelly also believes that health awareness


has played a part in the renewed interest in candy floss. “Obviously, it is sweet and should


be eaten in moderation but it is one of the most natural, least processed treats out there. Our candy floss, for example, contains filtered water and natural sugars – nothing else. Each stick of candy floss comes in at 116 calories and contains zero fat. It feels like an indulgent, special treat, but is nowhere near as unhealthy as many other options.”


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experts and wellness advocates to emphasise the importance of balanced hydration, healthier lifestyle choices, and the benefits of a well-formulated electrolyte drink. The brand aims to raise awareness about health risks linked to high-sugar beverages and to inspire a shift towards mindful consumption. In addition to prioritising health, iPRO is committed to sustainability. Bottles bottles are made with 30% recycled plastic and are fully recyclable, aligning with the brand’s goal of reducing its environmental footprint across all markets. The drink will be available through selected US distributors, making it accessible to a wide range of health- conscious consumers, fitness enthusiasts, and individuals focused on managing obesity and diabetes.


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