In order to help people at the Hindu festival of Jagannath Puri Rathyatra in India stay cool while outdoors in the extreme heat, The Brand Brewery advertising agency crafted a set of unique ice popsicles for the brand 'Tata Salt.'
Rather than being made with conventionally sweet flavors, these ice pops were specifically made with a formula of just salt, sugar and water. While this may seem like an unusually plain combination, these refreshing popsicles boast a slightly sweet and salty flavor that's beneficial for restoring the body's salt levels that are lost through sweat.
With summer temperatures rising to dangerous levels in multiple regions of the world, salt is being included as a main ingredient in everything from baked goods to beverages as a means of combating dehydration and heat stroke, rather than adding flavor.
Hydrating Ice Pops
These 'Energy Pop' Ice Popsicles from Tata Salt Replenish Lost Salt Content
Trend Themes
1. Salt-infused Products - The incorporation of salt into various products as a means to combat dehydration and heat stroke.
2. Functional Ice Pops - The development of ice popsicles with specific ingredients to replenish essential nutrients lost through sweat.
3. Heatwave Preparedness - The increasing focus on creating products and solutions to help individuals stay hydrated and cool during extreme heatwaves.
Industry Implications
1. Food and Beverage - Opportunity for food and beverage companies to develop innovative products that include salt as a functional ingredient.
2. Advertising and Marketing - Potential for creative agencies to develop unique branding campaigns centered around the health benefits of salt-infused products.
3. Health and Wellness - Growing demand for products that promote hydration and offer solutions for combating dehydration and heat-related illnesses.