"Sold Out in 3 Weeks": What's the Deal with Buddy's Electrolyte Powder?

The Belgian brand Buddy has launched what it presents as the "cleanest" electrolyte powder on the market. We asked Oscar van der Rest, one of the three founding brothers of the label, to explain his new product dedicated to smart hydration.

© BUDDY

"The launch of Buddy electrolytes was intense from start to finish. But our online sales exceeded our multi-month forecasts in just a few weeks," Oscar van der Rest recently shared with delight on his social media.

But what exactly is this new product? Available in four formats, the formula combines a soluble fiber base with a complete electrolyte complex (potassium, magnesium, and sea salt) designed to compensate for losses related to physical exertion. Buddy skips the sugar in favor of stevia. Packaged in single-use sticks, the powder dissolves in 500 ml of water and comes in two flavors: mint-lemon and peach-citrus.

Electrolytes: A Rapidly Emerging Category

In line with offering functional and clean products (which consistently achieve the highest rating on the Yuka app), Buddy decided to bet on electrolytes. This choice is part of a strategic and clear-sighted reading of the market. It was during several trips to the UK and the US that Oscar van der Rest noticed a real explosion in this category.

"You can find this type of product near the checkout, in snack sizes, in refrigerated sticks, including at retailers like Holland & Barrett. The craze is real. With the category in Belgium historically dominated by brands rich in sugars, additives, and colorings, Buddy wanted to innovate and breathe new life into this space."

What Are Electrolytes Used For?

Electrolytes help compensate for mineral losses related to physical effort, improve recovery, limit cramps, and prevent dehydration. However, the brand envisions them beyond just sports use: "The product is aimed as much at athletes as it is at more everyday consumption, especially at the office."

To reach a wider audience, the label deliberately opted for a balanced, high-quality sodium dosage, as electrolytes are often overdosed on the market. Convinced of the product's place on our shelves, the founder recalls the importance of staying hydrated throughout the workday, emphasizing that "proper hydration also plays a key role in concentration; when you are dehydrated, cognitive performance drops."

Formulation and Packaging: A More Complex Development Than Expected

Initially, the project seemed relatively simple. However, it turned out to be much more complex and required a significant design phase. "What we thought we could bring to market in September ultimately took nearly a year of development. We also had to find brand consistency, evolving Buddy's positioning from an energy drink to a functional beverage," explains Oscar van der Rest.

Besides the formulation, the packaging required equally demanding work: "Six months of internal testing were unsuccessful, which led us to call upon a Belgian design agency. This repositioning will also translate concretely, at the brand level, into a can change planned for April," he specifies.

Launched three and a half years ago, the Buddy brand already boasts over a million euros in revenue and a million cans sold. The label is now targeting a growth of at least 2.5 times, both in volume and in value. In this vein, Oscar van der Rest intends to continue developing the electrolyte range, with new flavors under consideration, including a summer edition and, most likely, a winter variation.