Hydroniq (Hydronic)

History

2023: Building a Company

Russian startup Hydroniq started selling instant drinks. This became known on April 18, 2023.

According to Vedomosti, the company's products, among other things, are presented at Ozon and Wildberries. The startup is also negotiating the sale of its products with several retail chains, for example, Azbuka Vkusa, a representative of Hydroniq told the publication. In addition, the company has its own online store where it offers its products.

Hydronics Hydroniq Energy - Soluble Vitamin Drink

The Hydroniq company was created by businessmen Konstantin Egorov (ex-top manager) Philip Morris International and Nikolai Stroykin (worked in Reebok,,). Adidas RUSSIAN RAILWAY About 10 million were invested in the startup. rubles The authors of the project plan to attract about 60 million rubles for him. As representatives of the startup clarified, so far TAdviser the brand is developing at its own expense.

Konstantin Egorov estimates the total capacity of the Russian water market with tastes at 17 billion rubles. By April 2023, soluble drinks Zuko, Yupi and Invite, which were especially in demand in the 1990s, can still be found on sale. However, they are considered a niche product, NielsenIQ explained to the publication.

The press service of Hydroniq told Vedomosti that one package of their drink costs about 560 rubles, this is a product "for people with an average income and above average."

Hydronic is a soluble cube with natural extracts of plants, fruits and berries, without sugar content. As representatives of Hydroniq told TAdviser, each such cube includes natural extracts: such as ginseng, acai juice, chamomile and melissa, hibiscus, eleuterococcus, taurine and others, stevia sweetener, as well as vitamin premix. Plant components inside, add functional components to hydronics: for example, melissa helps relax and reduce anxiety, guarana is aimed at stimulating the brain, taurine gives energy.

'We all know full well that you have to water balance and drink enough water every day. But in reality it is quite difficult: the water is tasteless and does not have an instant functional effect for motivation, so more often we make a choice in favor of fruit drinks, coffee, tea or soda. So we wondered and conducted a study: "What would encourage you to drink more water?" Having received the results that almost 15% of respondents need "light taste and aroma," 22% - "light invigorating effect," 20% - "presence of vitamins," we were inspired and began to look for a useful solution, "Nikolai Stroykin shared with TAdviser, CMO Hydroniq.

According to Hydroniq representatives, the technology was developed in conjunction with one of the leading universities in the country, but in the process of creating the first samples, it was repeatedly refined in production by the company's technologists. A total of 30 stages of testing were carried out over 18 months, after which the product entered the market in March 2023.

As of mid-April 2023, there are 6 balanced products in the line. The cost of one hydronic in a blister is 39 rubles. Production is located in the Moscow region.

Hydroniq Energy will give your body a boost of vigor and strength during the working day and when playing sports, says the product description on Ozon.

According to the manufacturer, the company does not seek to occupy the existing niche, but plans to "build a new market segment from scratch."^[1]

The founders consider their environmental mission to reduce the impact of plastic and carbon dioxide on the environment by using reusable water bottles and gradually displacing hydronics of bottles with sweet carbonated drinks. Thus, Hydroniq packaging is made of paper, and Hydroniq reusable bottles are made of ultra-strong borosilicate glass and stainless steel with bamboo caps, TAdviser was specified in Hydroniq.

The startup's marketing strategy for 2023 includes working with online and offline channels, as well as creating a federal network and entering the Customs Union market, the company added.

Notes