Hydration is hot news

UK based consumer healthcare business Clinova has seen a rapid increase in sales of its new tablet form of rehydration salts O.R.S® due to the heatwave in the UK.

UK sales in July have increased 400% from the same period last year. Average weekly sales in Tesco have recently doubled and Tesco has now expanded the availability of the product from 336 of it large UK stores to 524 stores. The product is also available from Superdrug, Asda, Morrisons, and 2500 independent pharmacies across the UK. Lloydspharmacy, the UK’s second largest pharmacy group has recently agreed it will make O.R.S® available in 1000 of its UK stores from September.

“The unexpected arrival of soaring temperatures, the weather outlook saying it will stay this way in the UK for a while, repeated Met Office Heatwave Warnings for the young and elderly, and the British people’s determination to enjoy the sun and still carry on with their active lives have all helped to really boost the sales of O.R.S® through its extensive UK availability,” said Clinova’s Chief Executive Officer, Charles Ebubedike.

The success comes from the brand expanding a traditional medical market for rehydration salts by introducing a convenient, great tasting soluble tablet which delivers the right balance of electrolytes, glucose and minerals formulated to quickly restore optimum hydration in a highly portable solution. This is driving new markets in the UK and overseas for travellers, people fasting during Ramadan, holidaymakers, sports, wellbeing and health and beauty.

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