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Plezi Nutrition and Stephen Curry Introduce a Healthier Sports Drink
Plezi Nutrition, a public benefit corporation co-founded by Michelle Obama, is set to revolutionize the sports drink industry with the introduction of a new beverage in collaboration with NBA star Stephen Curry.
On Wednesday, Curry, a four-time NBA champion, unveiled Plezi Hydration, marking another milestone in his expanding portfolio of ventures beyond basketball as he approaches the later stages of his athletic career.
In an increasingly competitive sports drink market, Curry emphasized that Plezi’s focus on health distinguishes it from existing options. The new drink boasts a formula free of added sugars and artificial sweeteners, contains less sodium than leading competitors, and provides a complete daily dosage of vitamin C.
“We’ve crafted a product with intelligent ingredients and exceptional flavor, allowing people to nourish their bodies the right way. No gimmicks, no compromises — the next generation deserves better,” Curry stated.
Flavor Variety and Market Position
Plezi will offer its sports drink in three distinct flavors: lemon lime, tropical punch, and orange mango twist, the latter being Curry’s personal favorite.
The sports drink sector is currently dominated by major players, with PepsiCo’s Gatorade holding a commanding 61% of the market share, followed by Coca-Cola’s Powerade at 14.5% and BodyArmor at 11.8%, according to figures from data analytics firm Euromonitor International.
Curry’s entry into this arena aligns him with a growing number of athletes and celebrities who have invested in the sports and energy beverage market. Notable examples include the late Kobe Bryant’s BodyArmor, LeBron James with Mtn Dew Rise, and Logan Paul’s Prime.
Howard Telford, a senior industry manager for soft drinks at Euromonitor, noted a strong demand for innovative hydration solutions in the current market landscape.
Challenges in the Industry
While the volume of ready-to-drink sports beverages has seen a decline through 2024, sales figures have increased due to higher prices. This sector continues to face stiff competition from powdered drink mixes and oral rehydration products like Pedialyte and Electrolit, which are gaining traction and challenging the status quo.
Plezi revealed that Curry’s contributions extend beyond mere investment; he was integral in the development of the drink, including its formulation and packaging design. His wife, Ayesha, who brings culinary expertise to the table, also played a significant role in crafting the flavor profile.
Availability and Mission
The Plezi Hydration drinks will be accessible in select California stores such as Walmart, Albertsons, and Safeway, and will also be available nationwide on Amazon. The 16.9-ounce bottles are priced at $2.29 each and contain 70 calories per serving.
“We are thrilled to offer a tasty, healthier alternative for individuals looking to stay active and hydrated,” said Obama, co-founder and strategic partner at Plezi Nutrition.
The launch of Plezi Nutrition in 2023 aligns with Obama’s ongoing commitment to promoting healthier lifestyles for children. This follows her “Let’s Move!” initiative during her tenure as First Lady.
Stephen Curry has similarly championed health and nutrition through the non-profit organization Eat. Learn. Play., which he founded with Ayesha in 2019. Plezi has collaborated with ELP on various initiatives, providing hydration options during events to support their mission.
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