Footballer Lionel Messi has launched a non-alcoholic “hydration drink” brand called Más+.
Messi started Más+ Next Generation Beverage Co. in partnership with White Claw brand owner Mark Anthony Brands.
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The beverage is described as having a “balanced blend of electrolytes, vitamins, and minerals”. Más+ comes in four flavours: Miami Punch, Orange d’Or, Berry Copa Crush and Limon Lime League.
It comes in 500ml bottles and 12-packs of 355ml cans. Each bottle of Más+ contains 10 calories and 1 gram of cane sugar, the company said.
“Hydration is essential to overall wellbeing. I believe everyone deserves a drink with amazing ingredients and taste,” Messi said. “Más+ is a drink I’m proud to share with family and friends.”
The first SKUs of the Más+ brand will drop in a Miami shop on 13 June. By July, the four-strong range will be available in the US through the brand’s website and it will launch in more retailers in August. The company has indicated it plans to launch in global markets “soon after”.
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By GlobalData“People know the importance of hydration and are seeking better products that help them achieve their goals. We’re proud to be collaborating with the world’s greatest soccer player, Lionel Messi, to meet that need,” Mas+ Next Generation Beverage Co. executive VP Rishi Daing said.
“Más+ by Messi sets a new standard for the hydration category by delivering premium ingredients to people who want to move, play and live more. Our beverage and flavour innovation combined with Messi’s expertise as an elite athlete has resulted in a drink unlike anything on the market.”
Mark Anthony Brands released its first non-alcoholic White Claw last year. White Claw 0% went on sale in the US in January in four flavours.
