The 24-hour hydration routine: why brands are moving to day, energy and night electrolyte stick packs
Hydration brands no longer sell a single electrolyte stick but a routine of three: one stick for the day, an energy stick with caffeine and L-theanine, a caffeine-free night stick. What these formulas contain, why they work and how to launch them as a private label, by the Irati Production R&D team.
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- Three sugar-free electrolyte stick packs cover the day: day, energy, night
- The energy stick pairs caffeine 100 mg and L-theanine 200 mg with electrolytes
- The night stick delivers a gentle dose of magnesium with glycine, L-theanine, ashwagandha and valerian, melatonin-free
- Magnesium, caffeine, vitamin B6 and zinc carry authorised health claims in Europe
- Irati Production manufactures the three standard formulas in Saumur, France, in stick packs under your brand, including in small batches
A market moving from product to routine
Since 2020, electrolyte powders in stick packs have replaced sugary drinks in gym bags and on desks. The North American market, which created the category, is changing shape again: the fastest-growing brands now sell a 24-hour system, with three matching boxes and one stick for each moment of the day. The customer no longer buys a sachet, they adopt a ritual.
This model answers three expectations that consumer searches keep surfacing: sugar-free everyday hydration, an alternative to energy drinks before training or in the afternoon slump, and an evening gesture without melatonin. In Europe, the offer is still concentrated on the single stick. The space is open for brands that offer the complete routine, made in France.
What each stick contains
The day stick is the base: sodium, potassium and magnesium, sugar-free, to mix into 500 ml of water in the morning or around training. In the Irati Production standard formula it delivers 500 mg of sodium, 200 mg of potassium and 20 mg of magnesium.
The energy stick keeps the same electrolytes and adds 100 mg of caffeine and 200 mg of L-theanine. It is the most common pairing in new-generation energy drinks: caffeine for alertness, L-theanine for a smoother experience, with no sugar and no taurine.
The night stick follows a different logic: a gentle dose of sodium and potassium, 50 mg of magnesium, and the most requested evening actives, glycine, L-theanine, ashwagandha, valerian, vitamin B6 and zinc. No caffeine and no melatonin, to stay within the standard food supplement framework in Europe.
The claims the label can carry
The three sticks rely on nutrients with health claims authorised under Regulation (EC) 1924/2006. Magnesium contributes to a reduction of tiredness and fatigue and to electrolyte balance. Caffeine helps to increase alertness and to improve concentration, from 75 mg per serving. Vitamin B6 contributes to normal functioning of the nervous system and zinc to normal cognitive function.
Glycine, ashwagandha, valerian and L-theanine have no authorised claim: they can be part of the formula, but the label cannot attribute anything to them. Magnesium carries the message of the night stick. Irati Production's regulatory team checks every statement before the first label.
Sticks, boxes and bundle: the packaging makes the routine
The routine's success owes as much to packaging as to formulas. Each stick is a single dose, with no scoop or weighing, and slips into a pocket. The three boxes are recognised at a glance, by colour and by flavour: citrus for the day, grapefruit for energy, cherry for the night, for example. The three-box bundle is the entry product, the one that makes people discover the routine.
Irati Production manufactures stick packs 20, 30 or 40 mm wide and 60 to 160 mm long, in boxes of 10, 14, 20 or 30 sticks, or in doypacks from 50 g to 1 kg for family formats. The fill weight depends on the density of the powder and is set during the bench trial.
Your hydration routine, made in Saumur, France
Irati Production manufactures the three standard formulas of the 24-hour hydration routine, day, energy and night electrolytes, at its site in Saumur, France, in single-dose stick packs under your brand. You choose the flavours, the stick size and the boxes; the formulas and their dosages remain those of our catalogue, already validated.
- Three sugar-free standard formulas, ready to produce
- Stick packs 20, 30 or 40 mm, boxes of 10 to 30 sticks
- Small batches available on standard formulas
- Claims and all three labels checked
- ISO 22000 certified, HACCP approach, FDA-registered site
Our answers on the hydration routine
What is a 24-hour hydration routine?
It is a set of three sugar-free electrolyte stick packs, taken at three moments of the day: a day stick (sodium, potassium, magnesium), an energy stick (electrolytes, caffeine 100 mg, L-theanine 200 mg) and a night stick (gentle-dose electrolytes, glycine, L-theanine, ashwagandha, valerian, vitamin B6, zinc). Irati Production manufactures these three standard formulas for private label in Saumur, France.
Does the night stick contain melatonin?
No. The night stick of the Irati Production hydration routine delivers 50 mg of magnesium with glycine, L-theanine, ashwagandha, valerian, vitamin B6 and zinc, with no caffeine and no melatonin.
Which claims can be used on a hydration routine?
Magnesium contributes to a reduction of tiredness and fatigue and to electrolyte balance; caffeine helps to increase alertness from 75 mg per serving; vitamin B6 contributes to normal functioning of the nervous system; zinc contributes to normal cognitive function. Irati Production's regulatory team validates each label.
Can the routine be launched in a small batch?
Yes. The three sticks are standard formulas from the Irati Production catalogue: small batches are available, stick by stick or as a bundle, to launch or test a range.
Who manufactures private label electrolyte stick packs in France?
Irati Production manufactures private label electrolyte stick packs at its site in Saumur, France, ISO 22000 certified, following an HACCP approach and registered with the FDA, with stick packs 20, 30 or 40 mm wide and boxes of 10 to 30 sticks.
The information in this article is general and does not constitute regulatory advice. Each formula undergoes a technical and regulatory feasibility study.