Dive Brief:

• Sprinter, the vodka soda brand founded by Kylie Jenner, is expanding into the functional beverage sector with the launch of drink mix-ins designed to support skin health.
• The new product, k2o by Sprinter, contains electrolytes with bioactive collagen peptides and hyaluronic acid to support skin moisture and hydration. Flavors include peach, watermelon lime and strawberry lychee.
• The beverage powder is being positioned as a beauty product to differentiate itself from other sports performance-focused hydration mixes. Sprinter said Jay Hunter will become its CEO, overseeing the brand’s expansion into hydration.

Dive Insight:

K2o represents “the next generation of Sprinter,” the brand’s website said as of Tuesday afternoon, and the launch could represent a strategic pivot as alcohol consumption declines and beauty emerges as the next frontier in functional food and beverages.

“This marks the beginning of a new era of beauty-led hydration,” Hunter said in a statement. “Having spent years immersed in CPG brands and the evolving wellness industry, it’s clear that today’s consumer is looking for solutions that are both functional and emotionally resonant.”

Collagen in particular is being added to more beverages, especially among products catering to women. Vital Proteins launched a collagen-infused sparkling water last week, while players such as Monster Energy and Unwell have also tapped into the trend.

A third of consumers said improving beauty, skin and hair was their primary objective when choosing a supplement, according to data company Spins. Collagen is claimed to reduce wrinkles and enhance skin and bone health, and k2o says it uses a Verisol bioactive collagen peptide to smooth fine lines over time.

K2o launched Wednesday on Sprinter’s e-commerce website and TikTok Shop, with a 20-count pack retailing for $39.99. Amazon will carry the product later this summer.

A Kardashian family-backed product could win younger consumers, as beauty claims in food and beverage are particularly appealing to Generation Z, according to Innova. Members of the family back other beverage brands, including Update energy drinks and 818 Tequila.

A beauty-focused drink is also more in line with Kylie Jenner’s other ventures, including makeup brand Kylie Cosmetics, which also has a skincare line.

“Beauty has always been at the center of everything I do and creating k2o by Sprinter feels like the natural next step,” Jenner said in a statement.