Vitamin Well Hydrate

Vitamin Well Hydrate is a functional, non-carbonated beverage designed as a healthier alternative to sugary juices and sodas. Developed in Sweden, the drink is fortified with specific vitamins and minerals—including Vitamin C, D, B12, and Magnesium—to support hydration and general well-being. The 'Hydrate' variety specifically features a strawberry and rhubarb flavor and is marketed for its low-calorie content.

The brand was founded in 2006 by Swedish entrepreneurs who recognized a gap in the market for tasty yet nutrient-dense drinks. Since its launch in Stockholm in 2008, Vitamin Well has expanded significantly across international markets, including the UK, Germany, and the US.

Ownership of the brand has transitioned from its original founders to private equity management to fuel global growth. In 2016, the British private equity firm Bridgepoint Group acquired a majority stake. As of August 2024, the international private equity firm Cinven became the lead and largest shareholder, with Bridgepoint retaining a significant minority stake. The Vitamin Well Group also oversees other popular health brands like NOCCO energy drinks and Barebells protein snacks.