Key Takeaways
- Hunter Dozier and wife Amanda partner with Texas-based CorVive to launch CorVive Kids Hydrate, targeting the youth sports hydration market
- Product includes probiotics and postbiotics, positioning as one of few youth hydration formulas addressing gut health alongside electrolyte balance
- Launch includes multi-platform education initiative in partnership with Baseball Blue Book and athlete development expert Walter Beede
- 79% of sports drinks contain synthetic dyes, while U.S. children consume just 23 ounces of plain water daily compared to 44 ounces for adults
- Youth hydration concerns peak in states like Texas where summer temperatures exceed 100 degrees and up to 60% of young athletes remain inadequately hydrated
Addressing a Gap in Youth Sports Nutrition
Former Kansas City Royals player Hunter Dozier and his wife Amanda have partnered with CorVive, a Texas-based sports nutrition company, to launch CorVive Kids Hydrate. The product targets growing parent concerns about artificial ingredients in youth sports drinks.
CorVive founder Jeremy Fouts, an NCSF Certified Sports Nutrition Specialist, developed the formula specifically for children’s nutritional needs rather than adapting adult products. The company is family-owned and based in Plano, Texas.
Recent market analysis shows 79% of sports drinks contain synthetic dyes. Meanwhile, U.S. children consume just 23 ounces of plain water per day compared with 44 ounces for adults, according to the source material.
Product Differentiation Through Gut Health Focus
CorVive Kids Hydrate includes both probiotics and postbiotics alongside standard electrolyte profiles. According to CorVive, this positions it among few youth hydration products addressing gut health and immune support.
Children’s gut microbiota differs from adults in composition and diversity, with patterns specific to their age. Clinical research cited by CorVive shows postbiotics can reduce gastrointestinal disorders, enhance immune responses, and decrease allergies and respiratory infections in children.
The formula contains no synthetic dyes and limits added sugars in alignment with pediatric guidance.
Heat and Hydration Risks in Youth Sports
Youth hydration concerns are particularly acute in states like Texas, where summer temperatures often exceed 100 degrees during sports seasons. According to Cook Children’s Medical Center, exertional heat illness peaks during August through October in Texas, with athletes training for more than two hours facing the highest risk.
Many young athletes begin practice already dehydrated. Studies show that even with intervention programs, up to 60% remain inadequately hydrated throughout training.
Education Strategy and Market Reach
The Dozier partnership extends beyond product endorsement to include a multi-platform education initiative. Hunter Dozier, who played seven MLB seasons with the Kansas City Royals, said the focus is on educating families about nutrition options.
“As parents, we see how much junk food and poor nutrition kids are exposed to every day. We wanted to be part of something that educates families and gives kids a cleaner option that supports their health, not just their performance,” Dozier said.
Content will cover hydration habits and daily fluid goals by age, gut health fundamentals, and sideline nutrition choices. CorVive is collaborating with Baseball Blue Book and athlete development expert Walter Beede to deliver programming on hydration, gut health, and long-term athlete development.
Targeting the Clean Label Movement in Youth Sports
The launch aligns with broader parent preferences for transparent ingredient labels in youth products. Fouts emphasized the educational component: “We’re committed to educating the youth sports community so families can make informed decisions. Hydration, gut health, and clean nutrition matter, especially during the most critical years of growth.”
CorVive positions the product as addressing both immediate hydration needs and longer-term health considerations for developing children, differentiating from traditional sports drink formulations designed for adult athletes.
via: business wire
photo: CorVive
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