# Energizing Hydration Drinks PLAY MODE Expands Throughout the US, Launching at Raley's and Nob Hill By Niko Pajkovic | Published 2022-04-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/play-mode References: [bevnet](https://www.bevnet.com/news/2022/play-mode-beverage-company-launches-in-all-raleys-bel-air-and-nob-hill-stores-across-the-us) & [hydraterecovery](https://www.hydraterecovery.com/)  Functional beverage brand [PLAY MODE](https://www.trendhunter.com/trends/prickly-pear) has announced that it will be expanding across the United States by launching at Bel Air, Nob Hill, and Raley's retailers. When PLAY MODE's founder Michael Baeta created the company, he intended to develop a new beverage brand that was somewhere in between [Fiji Water](https://www.trendhunter.com/trends/good-idea-sparkling-water) and [Red Bull](https://www.trendhunter.com/trends/red-bull-boosted-slushers) -- a thirst-quenching energy drink without the extra sugar and caffeine. Since launching, the brand has released three flavors: POWER PUNCH, PLAY FROSÉ, and BERRY BLITZER. "We’ve all been there before and experienced severe dehydration. A bottle of water is nice, but it’s not an immediate cure. PLAY MODE eliminates the delay in replenishment and also eliminates 20 trips to the bathroom throughout the day and night,” said Baeta in reference to his brand's unique value proposition. Image Credit: PLAY MODE ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 61% | Activity: 82% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Functional Beverages:** Expanding market for functional beverages that offer health benefits while quenching thirst, creating opportunities for innovation in ingredients and branding. - **Low-sugar Energy Drinks:** Growing demand for energy drinks with lower sugar content offers opportunities for disruptive innovation in formulation and marketing strategies. - **Immediate Hydration Solutions:** Increasing interest in beverages that provide instant hydration and electrolyte replenishment creates opportunities for innovation in ingredients, packaging, and branding. ### Who This Affects Most - **Beverage Industry:** Functional beverages and low-sugar energy drinks offer growth potential for beverage companies, with opportunities for product differentiation and market expansion. - **Retail Industry:** Expanding market for functional beverages presents opportunities for retailers to diversify their product offerings and appeal to health-conscious consumers. - **Fitness Industry:** Immediate hydration solutions that provide electrolyte replenishment are increasingly popular among fitness enthusiasts, creating opportunities for innovation in sports drink formulations and marketing strategies. ## Related on Trend Hunter - [Thirst-Quenching Hydration Drinks](https://www.trendhunter.com/trends/prickly-pear.md) - [Performance Power-Up Beverages](https://www.trendhunter.com/trends/playr1.md) - [Playful Hydration Campaigns](https://www.trendhunter.com/trends/liquid-iv-hydration-product.md) - [Hydration Line Expansions](https://www.trendhunter.com/trends/laird-superfood-2.md) - [Multifunctional Hydrating Beverages](https://www.trendhunter.com/trends/complete-hydration.md) - [Modern Athlete-Focused Performance Beverages](https://www.trendhunter.com/trends/dryp-hydration.md) - [Electrolyte Drink-Brand Expansions](https://www.trendhunter.com/trends/electrolyte-drink-brand.md) - [Next-Generation Hydration Beverages](https://www.trendhunter.com/trends/raw-hydrate.md) - [Functional Hydration Sodas](https://www.trendhunter.com/trends/hydration-soda.md)