New Launch Hydrate™ Sports Drinks Enhanced by Cognizin®, Designed to Help You Perform at Your Best.

New Launch Hydrate™ Sports Drinks with Kyowa Hakko’s Cognizin®, a research-backed nootropic, helps support focus and attention when you need it the most!

Launch Hydrate™ recently announced their game-changing sports drinks featuring Cognizin® Citicoline. With a unique blend of electrolytes and essential vitamins and minerals, athletes will be able to hydrate quickly, focus better and recover faster.

According to Fortune Business Insights, the growing inclination for physically active and fitness-related activities among millennials, primarily among athletes, increasing purchasing power, and willingness to pay for healthier alternatives are key factors accelerating the demand for sports beverage products. In addition, sports beverages/drinks have several benefits, including minimizing dehydration and electrolytes to replace sweat and maintain electrolyte balance in the human body.

“We wanted to enter the sports drinks market with a brand that was winning from day one,” commented Dillon Houstoun, VP of Finance and Operations, Launch Hydrate . “That’s why we chose Cognizin®, because it sets us apart from other brands in the sector, with extensive research supporting our focus and attention claims. It’s a win, win.” Launch Hydrate™ is available in four natural flavors, Fruit Punch, Orange, Tropical and Lemon Strawberry. Each 16oz bottle delivers on Focus, Hydration and Recovery with 1200mg electrolytes, 125mg Cognizin®, and 90 calories.

“The United States Sports Drink Market size was valued at USD 6.50 billion in 2021 and is projected to grow from USD 6.77 billion in 2022 to USD 9.38 billion by 2029, according to Fortune Business Insights,“ says Karen Todd, MBA, RD, Vice President of Global Brand Marketing, Kyowa Hakko USA, Inc. “This presents many opportunities for Cognizin® and brands like Launch Hydrate, who have chosen to use our highly researched branded ingredient in their new line. Savvy brands understand the value of using a branded ingredient that can back claims with science.”

To learn more about Cognizin® Citicoline, please visit:

To purchase Launch Hydrate, please visit:

About Cognizin® Citicoline: Cognizin® Citicoline, manufactured by Kyowa Hakko Bio Co., Ltd., is a clinically studied and branded form of Citicoline, a natural substance made endogenously in the body and especially vital to brain health. Citicoline is a potent brain-health nutrient. A proprietary form of citicoline, Cognizin® has been clinically studied to support mental energy, focus, attention, and recall. Cognizin® is manufactured through a fermentation process to yield high quality and high purity. Cognizin® is also highly stable, GRAS, ultra-pure, and allergen-free. For more information on Cognizin®, visit

About Kyowa Hakko USA: Kyowa Hakko USA is the North & South American office of Kyowa Hakko Bio Co. Ltd., an international health ingredients manufacturer and world leader in the development, manufacturing, and marketing of pharmaceuticals, nutraceuticals, and food & beverage products. Kyowa is the maker of branded ingredients, including IMMUSE™ LC-Plasma, Eyemuse™ Lacticaseibacillus paracasei KW3110, Cognizin® Citicoline, Pantesin® Pantethine, Setria® Glutathione, as well as L-Alanyl-L-Glutamine. For more information, visit

Media Contacts: Giselle Chollett 917.386.7116.

Return to News »