To date, SuperBelly has generated $1.8 million in sales and launched in Sprouts stores earlier this month. The line has sold out twice since its launch in February 2024 and is expected to account for 40% of Blume’s total sales this year.

Blume attributes SuperBelly’s success to people’s increased consumption of liquid blends and gut health, and now plans to continue to build the line’s popularity by expanding the line’s flavors and distributing it at more retailers.

Pick up several beverage trends

Karen Danudjaja, co-founder and CEO of Blume, attributes the new line’s success to a number of factors. She cited growing interest in water-flavored beverages, a growing interest in gut health benefits, as well as this summer’s record-breaking temperatures. “But it turns out it’s a stubborn behavior,” she said.

SuperBelly was developed as part of Blume’s customer feedback program, the SuperUser Group. The survey found that 81% of the brand’s customers had experienced gut issues and were interested in learning more about gut health and using a product that would help them in the long term.

“About 95% of Blume customers are women over 35,” said Danudjaja. “They are simply looking for something simple and delicious that they can incorporate into their daily routine.” Within the first six months of its launch, Danudjaja said, SuperBelly has successfully attracted a new group of customers and gotten existing Blume customers to order again. The SuperBelly Strawberry Hibiscus is on track to become Blume’s best-selling product this year.

SuperBelly is also driving Blume’s growth on Amazon this year, where new customers are discovering the brand.

“We’ve been ranked number one on Amazon for best-selling hydration, recovery and sports drinks multiple times,” Danudjaja said, ahead of major brands like Gatorade and Prime Hydration. “We had a record July, which is usually our weakest month for sales,” she said, adding that the increase was largely due to Prime Day sales.

A holistic approach to beauty and wellness

Oleg Isakov, a senior associate in Kearney’s consumer practice, said more Americans are interested in learning more about the importance of hydration, from drinking more electrolytes to moisturizing the skin’s microbiome.

““The water bottle has become the new status symbol,” Isakov said, pointing to the viral hype surrounding tumbler brands like Stanley and Bkr. “Education about hydration has also been heavily influenced by social media.” This has led to indie brands heavily marketing hydration to attract new customers, whether through functional drinks or serums.

“Consumers are increasingly thinking that beauty is not just what you put on your face, but a holistic lifestyle,” Isakov said. “And hydration is a big part of that.”

Although there are dozens of new brands in this category, Blume, according to Danudjaja, relies on hydration as a growth engine with a unique formula.

“We found that hydration is very high in sugar and electrolytes, which most people other than super athletes don’t need,” she said. Instead, SuperBelly takes a “gentler approach” for the everyday user who is more likely to take a yoga class than do a hardcore workout.

“It has been a huge growth driver for the brand and we hope to expand the offering to include more flavors in the future,” said Danudjaja.