When we think about daily hydration, I’m sure many of us think it starts and ends with water.
But for many of us, taking electrolytes can not only give us a much needed post of energy, but also keep us hydrated well into the summer heat.
Australian founded wellness brand KIC are making the leap into the hydration category.
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Launching today into over 480 Priceline Stores around the nation, shoppers can get their hands on a hydration experience that has been hand crafted exactly for them.
The jump into hydration marks a critical turning point for the Australian brand, seeing a gap in the market where women-focused wellness products don’t live up to the standards.
By creating a formula that doesn’t have sodium at the centre of its ingredient list, KIC is flipping the switch on hydration products that have been solely made for high-intensity performance.
“I think for so long we’ve been taught that electrolytes automatically means sodium, because the category has traditionally been built around sport, sweat and performance,” co-founder Laura Henshaw told 7You.
“For us, it comes back to questioning why women have been expected to adapt to products that weren’t necessarily designed with them in mind in the first place.”
Moving into hydration, KIC have launched their Everyday range which contains twice as much potassium as sodium, with 500mg of potassium citrate and 250mg sodium per serve alongside calcium, magnesium, vitamin B6 and PHGG prebiotic fibre.
Catering to the less than 50 per cent of Australian women who don’t meet their daily intake of potassium.
“Sodium is an essential electrolyte but most women already get enough through food — it’s potassium they are falling short on. So rather than following what everyone else was doing, we wanted to rethink the formula with the everyday woman in mind,” Laura added.
“Our Everyday range contains 500mg of potassium, alongside other carefully selected ingredients which we formulated alongside a leading women’s dietician, Caitlin Ireland.”
Hydration doesn’t begin and end with a workout or a number on a step count.
KIC are shifting the focus toward the real life moments when we need it most.
The new everyday range is perfect for those who are simply trying to stay on top of good habits and get through that afternoon work slump.
“We know a lot of our community members are prioritising their health. They’re looking for ways they can build small but effective habits into their routines and hydration is one area a lot of us are constantly aiming to improve! Our product isn’t just for the super active women in our community, it’s for those struggling with the 3pm slump and for those who carry around their emotional support water bottle without finishing it everyday!” said co-founder Steph Claire Smith after speaking with 7You.
“We have formulated it with twice as much potassium as sodium, alongside magnesium, calcium, vitamin B6 and prebiotic fibre, and without sugar alcohols or artificial colours, flavours and sweeteners so it’s friendly on your gut.”
Launching in a range of flavours including Mixed Berry, Watermelon + Mint, and Orange + Pineapple, these hydration products will be the perfect summer companion.
Alongside the KIC Hydration Everyday range, KIC have launched their Bump Hydration line, designed specifically for those in their community who are pregnant or going through postpartum.
More often than not, stepping into parenthood can be a daunting thing, and looking after your own body falls to the back of the to-do list.
With KICBump Hydration, mums can fuel their bodies on the go as soon as they need it.
“We know women’s needs change so much during this phase of life, first their body goes through a marathon of pregnancy and birth, then for a lot of women, breastfeeding drains so much from you,” Steph added, when asked about the benefits users would see from choosing KIC.
“It’s also a time where we can become so hyper aware of what we are consuming and wanting to do the best we can for ourselves and our babies, so it was so important to us that we made something specifically for the women in the perinatal phase.”
The Bump formula is dedicated directly for new or existing mums, extending KIC’s same same women-first philosophy into maternal wellbeing.
Jumping head first into hydration comes off the back of over a decade of industry practice and for Laura and Steph it really was the next best venture.
For them, KIC has always been about creating products and communities where fitness and wellbeing is inclusive of everyone no matter their circumstances.
“We didn’t set out to create another electrolyte product because hydration was trending. We started with a question: why are so many women using products that were originally designed around the needs of high-performance athletes?” added Laura.
“We’ve spent over a decade listening to women through KIC, and one thing we’ve learned is that wellbeing isn’t one-size-fits-all and I think what makes it really KIC is that we’re not telling women they need to completely overhaul their routines or add another complicated step to their day.”
And whilst hydration is a daily necessity, fuelling our bodies with targeted electrolytes really can make all the difference.
Launching exclusively online today, shoppers can get their hands on hydration products that feel personable and catered to the real life everyday moments.
Backed by over a decade of real industry experience, KIC have transformed what personalised wellbeing looks and feels like.
Making a crowed sector of the wellbeing category a little more simple, with a one-stop product that ticks all the right boxes for women.
