The Hydration Pharmaceuticals Company Limited advised it has successfully launched its co-branded stockkeeping unit (SKU) alongside brand ambassador and entrepreneur, Ms. Shay Mitchell. The new product is being sold through Hydralyte North America's ecommerce channels, as well as Amazon USA. RiteAid, a major US retailer, will stock the product in the coming weeks, while additional ranging across additional retail outlets will occur in the coming weeks.

The initial launch through online channels provides Hydralyte North America with the opportunity to leverage its established customer base, which has grown considerably in the past 12 months. Amazon US sales rose 62% on the prior corresponding period during Third Quarter FY2022, with customer subscriptions increasing 5% to 12% per month during FY2022. Ms. Mitchell's co-branded SKU has been launched in two sizes; a six-stick box designed for traditional retail outlets, as well as a larger 18 stick value pack for more convenient and higher margin sales across ecommerce channels (refer images overleaf).

The launch follows an extensive period of production development in direct collaboration with Ms. Mitchell, which involved flavour testing, packaging design, manufacturing, and consultation on online and in-person marketing strategies. The launch will be complemented by a two-day marketing event, hosted by Ms Mitchell in Florida. The marketing installation is positioned to bring together 16 of America's top influencers, each of which have large individual social media follower bases and has the potential to deliver considerable value from social media posts and brand awareness.

The one-off costs associated with the event have already been realised by the Company. It is expected that Ms. Mitchell will also be able to leverage her established social media presence to boost awareness of the new product launch. As a gauge of Ms. Mitchell's popularity in the Company's core target markets, her social media presence currently stands at 34.9m Instagram followers, 2.9m Twitter followers, 4.18m YouTube subscribers and 7.3m followers on TikTok.