Flydrate, a drink formulated specifically for air travel, has launched in 75 WH Smith Travel stores across UK airports. The lightly carbonated lemon and ginger drink combines electrolytes, potassium, magnesium and pink Himalayan salt, with vitamins C, D3 and B5, zinc and taurine aimed at fatigue and immunity, and comes in a 250ml can at an RRP of £3.80.
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Rather than compete as a general electrolyte brand, Flydrate is built around a single occasion: the dry conditions of a plane cabin, where the brand says relative humidity can fall to 10-12% at cruising altitude, drier than the Sahara. Selling it in airport travel retail puts the product exactly where that need is felt.
Founder Laurence Nair Price said the drink was developed with input from flight crews who deal with cabin dryness and fatigue daily. "We built Flydrate with the people who fly for a living," he said.
The beverage is on shelf now across airports including Heathrow, Gatwick and Manchester.
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