【Beverage News】Pickle Juice Company creates new spot within sports drinks market for endurance athletes
The Pickle Juice Company is aiming to open a new category within the sports drinks segment with its proprietary Pickle Juice Formula that it says relieves muscle cramping. Founded in 2001, the Pickle Juice Company has developed a line of products all with the same goal: relieving muscle cramps quickly so consumers can return to their activity faster. One important thing to note is that the name Pickle Juice is more anecdotal and Keuppens stresses that the liquid in each of the company's products has no pickle-derived ingredient. “We call it Pickle Juice because it's a familiar flavor,” vice president of global sales and marketing Filip Keuppens told BeverageDaily. “It's a familiar flavor, a lot of people have heard anecdotal stories pertaining to pickle brine. It's a clean ingredient statement, it's a very functional product that doesn't buy into any hype.” Pickle Juice has approximately 10 times the amount of electrolytes than some other spo...