Exhibitors

Vidrate is a UK-based functional hydration brand, designed to meet the growing consumer demand for convenient, health-led beverage solutions. Positioned at the intersection of wellness and performance, Vidrate offers a range of electrolyte and drink sachets that deliver enhanced hydration with added functional benefits.

The range has been developed to tap into key category trends: low sugar, functional ingredients, and on-the-go convenience. Each sachet contains a blend of electrolytes, vitamins, and cognitive-supporting ingredients, providing benefits such as improved hydration, increased energy, and enhanced focus. With great taste and low-calorie formulations, Vidrate appeals to a broad consumer base—from fitness-focused shoppers to busy professionals looking for everyday wellbeing solutions.

From a retail perspective, Vidrate offers a highly efficient and scalable format. The compact sachets are easy to merchandise, require minimal shelf space, and deliver strong margin potential compared to traditional ready-to-drink beverages. The format also supports multiple consumption occasions, driving repeat purchase and basket spend.

The brand sits within the fast-growing functional drinks and wellness category, offering retailers an opportunity to trade shoppers up from standard hydration products into a higher-value segment. As consumers increasingly move away from high-sugar sports drinks, Vidrate provides a credible, modern alternative that aligns with current health trends.

Vidrate is already building traction through a strong digital presence and growing brand awareness, supported by targeted marketing and a clear focus on consumer education around hydration. This demand is translating into retail opportunities, with the brand well-positioned to drive incremental sales and attract new shoppers into the category.

Sustainability is also a key advantage. The powdered format significantly reduces plastic and transportation requirements versus bottled drinks, supporting retailer ESG goals while resonating with environmentally conscious consumers.

At IFE, Vidrate is looking to partner with retailers who want to capitalise on the shift towards functional, convenient hydration. With a differentiated product, strong consumer relevance, and a commercially attractive model, Vidrate is well placed to deliver growth within the evolving drinks category.