# Hydrating Ice Pops These 'Energy Pop' Ice Popsicles from Tata Salt Replenish Lost Salt Content By Laura McQuarrie | Published 2016-09-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ice-popsicles References: [adsoftheworld](http://adsoftheworld.com/media/dm/tata_salt_energy_pops) & [tatasalt](http://www.tatasalt.com/) 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](https://www.trendhunter.com/trends/lemon-ginger-freezer-pops) 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](https://www.trendhunter.com/trends/celt-salt) 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](https://www.trendhunter.com/trends/complete-hydration-powder) and heat stroke, rather than adding flavor. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 25% | Activity: 77% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Salt-infused Products:** The incorporation of salt into various products as a means to combat dehydration and heat stroke. - **Functional Ice Pops:** The development of ice popsicles with specific ingredients to replenish essential nutrients lost through sweat. - **Heatwave Preparedness:** The increasing focus on creating products and solutions to help individuals stay hydrated and cool during extreme heatwaves. ### Who This Affects Most - **Food and Beverage:** Opportunity for food and beverage companies to develop innovative products that include salt as a functional ingredient. - **Advertising and Marketing:** Potential for creative agencies to develop unique branding campaigns centered around the health benefits of salt-infused products. - **Health and Wellness:** Growing demand for products that promote hydration and offer solutions for combating dehydration and heat-related illnesses. ## Related on Trend Hunter - [Electrolyte Freeze Pops](https://www.trendhunter.com/trends/hydra-pops.md) - [Electrolyte-Packed Popsicles](https://www.trendhunter.com/trends/electrolytes-mini-frozen-pops.md) - [Functional Popsicle Lines](https://www.trendhunter.com/trends/popoff.md) - [Salt-Powered Hydration Brands](https://www.trendhunter.com/trends/salt-hydration.md) - [Glowing Functional Ice Pops](https://www.trendhunter.com/trends/hydroice.md) - [Popsicle-Flavored Hydration Powders](https://www.trendhunter.com/trends/popsicle-firecracker.md) - [Zero-Sugar Electrolyte Lollipops](https://www.trendhunter.com/trends/sukr.md) - [Replenishing Electrolyte Formulas](https://www.trendhunter.com/trends/electrolyte-formula.md) - [Daily Hydration Drink Mixes](https://www.trendhunter.com/trends/hydration-drink-mixes.md)