nonni launches UK’s first premium low‑salt sparkling electrolyte RTD

A new entrant is shaking up the UK’s fast‑growing functional drinks category with what it claims is the country’s first premium, lower‑salt sparkling electrolyte ready‑to‑drink (RTD) product.

nonni, positioned as a “hydration for busy brains, not just sweaty workouts” brand, has launched direct‑to‑consumer via drinknonni.com and will roll out across Amazon, all 18 Farmer J locations, and the Corner Shop at 180 The Strand from 5 January 2026. Additional retail partnerships with Stores and Mr Lemonade are also underway.

The brand enters a market valued at more than £30 billion globally and forecast to grow 5–6% annually, fuelled by rising interest in daily wellness, mental clarity, and low/no‑alcohol lifestyles. nonni aims to carve out a new niche within the electrolyte space by targeting sober‑curious consumers, desk‑bound professionals, and those seeking a functional alternative to energy drinks and sugary sodas.

A new positioning for electrolytes: “a can for your fridge, not your medicine cabinet”

Unlike traditional electrolyte products – often high in sodium, medicinal in flavour, and sold as powders or tablets – nonni is designed as a drink‑anytime sparkling beverage with “food‑adjacent” flavour profiles. The initial lineup includes Sicilian Lemon with Garden Mint and Grapefruit with Green Lime & Black Pepper. Each can contains under 20 calories, plant‑powered ingredients, no artificial sweeteners or caffeine, and a lower‑salt electrolyte blend intended for daily consumption.

The lower sodium content also enables the drink to be canned safely – something many electrolyte brands avoid due to stability issues with chloride and sodium in aluminium packaging. The brand argues this gives it a sensory and convenience advantage, particularly as consumers increasingly question the necessity of high‑salt electrolyte sachets circulating on TikTok.

Functional fizz for focus and hydration

nonni is marketed as a hydration solution for cognitive performance as much as physical recovery. The company cites evidence that even 1–2% dehydration can impair focus and reaction time, positioning the drink as a tool for combating “everyday brain fog.”

To support its functional claims, nonni has appointed in‑house nutritionist Diana Bell‑Irving, a certified member of BANT, CNHC, ANP and the General Naturopathic Council, to guide product development and consumer education.

Early media traction and foodservice uptake

The brand has already secured coverage in lifestyle and wellness titles including HTSI, Sunday Times Style, Women’s Health, Men’s Health, Red, Stylist and Grazia. Its food‑adjacent positioning has also resonated with foodservice operators, with Farmer J adopting the drink across all sites.

nonni’s founders say the goal is to redefine hydration for a new generation of “doers, thinkers and desk‑side sippers,” offering a premium RTD that fits seamlessly into everyday routines rather than athletic occasions.

With functional beverages continuing to outpace the wider soft drinks market, nonni’s entry signals further diversification within the electrolyte category – moving beyond sports recovery and into lifestyle‑driven, low‑alcohol, and wellness‑oriented consumption occasions.

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