AMASS Brands Group (NASDAQ: AMSS) has expanded its functional hydration platform with the launch of AMASS Electrolyte Powder Mixers. The new stick-pack format is designed for on-the-go consumption and is currently available through the company's direct-to-consumer channel. This launch extends the AMASS Electrolyte Mixers line into the growing functional hydration segment, targeting consumers seeking daily hydration solutions rather than just athletic recovery.

The powder mixers are available in four flavors: Lemon Yuzu, Salted Lime, Salted Grapefruit, and Sea Salt. Each serving contains 0g of sugar, 5 calories, 300mg of sodium, 25mg of magnesium, and 60mg of potassium, bolstered with B-vitamins. The product is formulated to support all-day hydration and can be dissolved in still or sparkling water or used as a mixer in cocktails.

Market Outlook

The global electrolyte powder market was valued at approximately $8 billion in 2025 and is projected to reach $11.6 billion by 2030, growing at a 7.6% compound annual rate. This growth is driven by a shift in consumer behavior, with electrolytes moving beyond athletic recovery into daily hydration for work, travel, and social occasions. Consumer searches for "hydration" have increased by 363.8% year-over-year.

Product Specifications

Mark Thomas Lynn, Founder and Chief Executive Officer of AMASS, stated that the consumer relationship with hydration has evolved into an all-day intention. He noted that the powder format expands the platform into new moments and occasions, aligning with the company's commitment to building a comprehensive hydration product line.

AMASS Brands Group announced Monday it plans to acquire a majority stake in sparkling protein water brand HpO to capitalize on rising consumer demand for high-protein beverages. The proposed transaction will increase AMASS’s ownership in HpO from about 15% to approximately 50.0001% on a fully diluted basis. The company also secured a three-year option to acquire the remaining interest at a purchase price equal to two times revenue. Financial terms beyond the stock-based consideration were not disclosed.

The acquisition will be funded with AMASS common stock valued using the trailing 21-day volume-weighted average price at closing. The deal remains subject to definitive agreements and customary closing conditions. AMASS intends to leverage its wholesale distribution network and retail relationships to expand HpO’s national footprint.

Deal Targets Fast-Growing Protein Beverage Market

HpO produces sparkling protein water containing 5 grams of plant-based protein per can, with zero sugar, no artificial sweeteners, and about 22 to 30 calories per serving. The brand currently offers Lemon and Blood Orange flavors and plans to expand into additional ready-to-drink and hydration products. AMASS said the acquisition aligns with growing consumer demand for protein-rich beverages, particularly as the use of GLP-1 weight-loss medications encourages shoppers to seek high-protein, low-sugar products.

Chief Executive Officer Mark Thomas Lynn stated that the widespread adoption of GLP-1 medications is intensifying demand for such products. Industry research cited by the company estimates the U.S. protein water market, valued at about $861 million in 2024, could reach nearly $2 billion by 2034.

AMASS Plans National Expansion

The acquisition follows AMASS’s recent SAFE investment in hemp-derived THC beverage brand Afterdream as part of its strategy to build a diversified portfolio across emerging beverage categories. Amass Brands shares were trading higher by 12.25% at $2.29 at the time of publication on Monday. The stock is trading near its 52-week low of $1.75.