Indonesia’s Savoria has launched HYDROPLUS to strengthen its portfolio in the isotonic drink segment. HYDROPLUS has seven essential electrolytes (calcium ion, potassium ion, chloride ion, sodium ion, magnesium ion, citrate ion and lactate ion) to replace body fluids quickly and precisely after intense activities.
HYDROPLUS Isotonic Drink has been awarded the “Healthier Choice” because of its balanced sugar content. It is also free from preservatives and artificial colouring.
Savoria has recruited Indonesian actor Dion Wiyoko as the face of HYDROPLUS to promote the drink to active Indonesians.
According to Yose Moriza, Group Brand Head Hydroplus, the isotonic drink market in Indonesia is worth IDR 6 trillion and growing at 10-12% a year. The category is dominated by Pocari Sweat (Amerta Indah Otsuka), Isoplus (Wings), and Mizone (Danone).
Savoria targets a 2% market share in the first year, with the traditional channels contributing 60% of sales and the modern channels 40%. HYDROPLUS (350ml) sells for IDR 5,000 (USD 0.31) to IDR 6,000 a bottle.
