I.T.S launches clean label flavours to formulate hydration drinks

Flavour house I.T.S has launched a range of natural, clean label flavours especially formulated to perform in all types of hydration drinks, from electrolyte RTDs to hydration powers and tablets, even drinks packed with functional ingredients.

One of the fastest growing soft drinks categories, hydration beverages are no longer exclusively for sport as many consumers now purchase them to recover, enhance energy and generally feel good every day. The formulations of hydration drinks are getting more complex with many containing electrolytes and functional ingredients that do not always taste good and as a result, appealing to a broader range of consumers.

Available in seven bold fruity flavours, I.T.S’ new hydration flavours mask off unpleasant notes from electrolytes and functional ingredients to create a drink that is full of taste but delivers functional benefits too. Whether a clean label electrolyte drink, hydration powder for active lifestyles, a post work out blend with added adaptogens and protein or a simple enhanced water drink, there is a flavour to suit every application and the latest flavour trend:

• Lemon and Lime The go-to classic, this flavour is zingy, bright, and seriously thirst-quenching.
• Peach Soft, juicy, mellow – perfect for rounding out sharper blends.
• Watermelon Crisp, clean, and cool, this is one of the biggest flavours for summer 2025
• Cherry Bold and tart with a nostalgic twist, it is particularly suitable for powder applications.
• Yuzu Zesty and floral with a premium citrus bite, yuzu adds edge and freshness.
• Tropical Bright fruit punch with notes of pineapple, mango, and passionfruit.
• Raspberry Tangy, sharp with zero artificial aftertaste.

The new Hydration Drink flavours are plant based, EU clean label compliant and allergen free. They have been tested in real-world hydration applications too so customers can be assured that they will deliver on both taste and functionality.

I.T.S is offering flexible formats such as tablets, sachets and drops in low MOQs, along with quick turnround or orders and samples to support manufacturers in making NPD in this fast-moving sector as agile as possible.