Wow Hydrate
Wow Hydrate is a UK-based direct-to-consumer beverage brand selling collagen protein drinks (WOW! PROTEIN, 20g) and electrolyte drinks (WOW! HYDRATE) via its Shopify storefront, targeting health-conscious consumers seeking everyday body support rather than extreme-performance hydration.
- Company typePrivate
- Founded2018
- HeadquartersLoughton, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wow Hydrate does
Wow Hydrate (operating as 'WOW!') is a UK-based direct-to-consumer beverage company selling two branded product lines through its own Shopify storefront at drink-wow.com. WOW! PROTEIN is a collagen protein drink delivering 20g of collagen per serving with added vitamins, magnesium, and zinc, positioned for joints, connective tissues, and everyday muscle recovery, and sold at £27 (sale) / £37 (regular). WOW! HYDRATE is a zero-sugar core electrolyte drink for everyday hydration and muscle function, sold at £20. Both lines are available in three flavor variants.
The company explicitly positions itself against extreme-performance sports drinks, framing its products as 'Strength from within' for daily body support rather than one-off athletic use. The product formulation — combining collagen protein or electrolytes with vitamins, magnesium, and zinc in a zero-sugar format — is the core technical proposition, with no proprietary technology, patents, or AI components disclosed.
Wow Hydrate operates a pure DTC model with no disclosed wholesale, retail, or B2B channels. Revenue is generated through one-time purchases and a Subscribe & Save subscription offering 10% off recurring orders, with free UK mainland delivery above £40. Marketing is conducted via the WOW!MOVEMENT email newsletter (offering 10% off first orders and exclusive content), organic search, and on-site content. The company is privately held with no disclosed funding rounds, management team, parent company, or geographic footprint beyond the UK.
Wow Hydrate firmographics
Firmographics- Name
- Wow Hydrate
- Website
- https://wowhydrate.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wow Hydrate is a UK-based direct-to-consumer beverage brand selling collagen protein drinks (WOW! PROTEIN, 20g) and electrolyte drinks (WOW! HYDRATE) via its Shopify storefront, targeting health-conscious consumers seeking everyday body support rather than extreme-performance hydration.
- Ownership category
- akta.pro rank
Wow Hydrate industry classification
Industry- Product category
- Functional Beverages
- NAICS
- Soft Drink Manufacturing (312111)
- SIC
- Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Functional Hydration & Electrolyte Water Production (AFAFAFAH)
- akta.pro secondary industries
- Sports Drinks & Hydration Beverages (CRADAHAK), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB)
Keywords
Where Wow Hydrate is headquartered
LocationHeadquarters
- HQ city
- Loughton
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Wow Hydrate business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Others
Revenue model
- Direct Product Sales: Direct-to-consumer e-commerce sales of collagen protein and electrolyte beverage products through the company's website. Products sold include WOW! PROTEIN (20g Collagen Protein) and WOW! HYDRATE (Core Electrolytes) in multiple flavor variants.
- Subscription Revenue: Recurring subscription model offering 10% savings on all orders. Customers can subscribe and save on regular purchases of protein and electrolyte products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | WOW! PROTEIN - 20g Collagen Protein with Vitamins/Magnesium/Zinc |
| Unit Pricing | Pay-as-you-go | WOW! HYDRATE - Core Electrolytes for everyday hydration |
| Subscription | Monthly | Subscription & Save |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Wow Hydrate product offering
Product offeringCore offering
Wow Hydrate sells ready-to-drink functional beverages for everyday body support through its direct-to-consumer website. Its two core product lines are WOW! PROTEIN, a 20g collagen protein drink with vitamins, magnesium, and zinc, and WOW! HYDRATE, a zero-sugar core electrolyte drink for everyday hydration. Both lines are offered in three flavor variants, with a WOW! Variety Pack bundling options across the range.
Product overview
Wow Hydrate offers a dual-product beverage portfolio centered on collagen protein and core electrolytes for everyday body support. The product line consists of WOW! PROTEIN (a 20g collagen protein drink with vitamins, magnesium, and zinc) and WOW! HYDRATE (an everyday electrolyte hydration drink), both positioned as daily-use wellness beverages rather than performance supplements. Both products share a formulations philosophy emphasizing structural support, essential nutrients, and zero sugar. A Variety Pack option allows customers to sample multiple flavors across both product lines.
Differentiator
Problem solved
Functional benefit
Brands
- WOW! PROTEIN: Collagen Protein product line offering 20g collagen protein with vitamins, magnesium, and zinc for structural body support including joints, connective tissues, and everyday muscle recovery.
- WOW! HYDRATE
Products and services
- WOW! PROTEIN
Companies that use Wow Hydrate
Customer profileSegments1 record
Ideal customer profiles1 record
Wow Hydrate technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Wow Hydrate partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights3 records
Wow Hydrate competitors and assessment
Company assessmentDirect peers
- Huel: UK-based direct-to-consumer nutrition brand offering shakes and functional drinks via a subscription-led Shopify storefront. Highly comparable to WOW! on geography, DTC + subscription GTM, and positioning nutrition as a daily routine rather than a sports-only product.
- Hydrant: DTC hydration brand offering electrolyte drink mixes aimed at everyday hydration rather than extreme sport. Highly comparable to WOW! HYDRATE on product format, DTC-first GTM, and daily-hydration positioning.
- Applied Nutrition: UK sports nutrition and functional beverage brand selling protein drinks, BCAAs, and hydration products across DTC and major grocery/retail. Directly comparable to WOW! on UK focus and functional beverage category, with stronger retail presence.
- Bulk Powders: UK-based DTC sports nutrition and supplements brand with a deep product range across protein, hydration, and electrolytes. Directly comparable to WOW! on geography, category overlap, and DTC-led GTM, though with a much wider SKU portfolio.
- Cure Hydration: US-based DTC electrolyte hydration brand positioning itself as a clean, low-sugar alternative to sports drinks. Directly comparable to WOW! HYDRATE on everyday hydration narrative and DTC-led retail-light model.
- Liquid IV: US-based hydration brand built around an electrolyte sugar-free formula sold through DTC, retail, and foodservice. Closely comparable to WOW! HYDRATE on product proposition and zero-sugar electrolyte positioning, though with broader US retail distribution.
Emerging players
- Hoist: Smaller US hydration beverage brand selling electrolyte drinks across DTC and select retail. Comparable to WOW! HYDRATE on hydration category and DTC-plus-retail distribution, though at an earlier commercial scale.
- AG1 (Athletic Greens): Subscription-first daily functional greens/supplement brand. Compares to WOW! on subscription-led GTM and the 'daily foundational nutrition' positioning, though AG1 is a broader supplement rather than a focused hydration/collagen play.
- MUD\WTR: Subscription-driven functional beverage brand marketed as a coffee alternative with adaptogens and minimal sugar. Comparable to WOW! on subscription-first DTC model, zero/low-sugar positioning, and daily-routine use case, though in the coffee-alternative subcategory.
Broad incumbents
- MyProtein: One of the largest UK-headquartered sports nutrition and functional beverage brands, operating both DTC and extensive retail distribution. Comparable to WOW! on product category (collagen, electrolytes, sports/functional drinks) but operates at materially greater scale and channel breadth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks3 records
Key highlights6 records
Customer concentration
Wow Hydrate social profiles
Digital presenceWow Hydrate financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wow Hydrate leadership team
Management profileNumber of profiles
Profiles1 record
Wow Hydrate funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wow Hydrate M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wow Hydrate
What does Wow Hydrate do?
Wow Hydrate sells ready-to-drink functional beverages for everyday body support through its direct-to-consumer website. Its two core product lines are WOW! PROTEIN, a 20g collagen protein drink with vitamins, magnesium, and zinc, and WOW! HYDRATE, a zero-sugar core electrolyte drink for everyday hydration. Both lines are offered in three flavor variants, with a WOW! Variety Pack bundling options across the range.
Is Wow Hydrate a public or private company?
Wow Hydrate is a private company. It is classified as unknown and is currently operating.
When was Wow Hydrate founded?
Wow Hydrate was founded in 2018. It employs 11 to 50 people.
Where is Wow Hydrate based?
Wow Hydrate is headquartered in Loughton, United Kingdom, in the Europe region.
How does Wow Hydrate make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Revenue.
Who are Wow Hydrate's main competitors?
Direct peers on record are Huel, Hydrant, Applied Nutrition, Bulk Powders, Cure Hydration and Liquid IV. Emerging players are Hoist, AG1 (Athletic Greens) and MUD\WTR. MyProtein is listed as a broad incumbent.
Does Wow Hydrate have an API?
No public API is recorded for Wow Hydrate.
What industry is Wow Hydrate in?
Wow Hydrate's product category is Functional Beverages. Its primary akta.pro industry code is AFAFAFAH, Functional Hydration & Electrolyte Water Production, with a secondary code of CRADAHAK, Sports Drinks & Hydration Beverages. Its NAICS code is 312111 and its SIC code is 2080.