AMASS Brands Group Expands Functional Hydration Platform with Launch of Electrolyte Powder Mixers

Rhea-AI Summary

AMASS Brands Group (NASDAQ: AMSS) launched AMASS Electrolyte Powder Mixers, a single-serve stick-pack extension of its electrolyte line, available direct-to-consumer at amass.com. The zero-sugar powders offer 5 calories, balanced electrolytes, four flavors, and are positioned for all-day functional hydration in a fast-growing global market.

News Market Reaction – AMSS

-5.37%

6 alerts

-5.37% Session close to close

+6.7% Peak Tracked

-6.7% Trough Tracked

$22.85M Market Cap

0.3x Rel. Volume

In the Jul 1 session, AMSS declined 5.37%, reflecting a notable negative market reaction. Argus tracked a peak move of +6.7% during that session. Argus tracked a trough of -6.7% from its starting point during tracking. Our momentum scanner triggered 6 alerts that day, indicating moderate trading interest and price volatility.

Data tracked by StockTitan Argus on the day of publication.

Market Context

The stock moved -5.4% in the session following this news. A negative reaction despite positive news ...

Analysis

The stock moved -5.4% in the session following this news. A negative reaction despite positive news fits a pattern where AMSS sometimes sold off on growth announcements. Concerns from recent filings about losses, leverage and funding needs could outweigh incremental product-line expansion.

Key Figures

Stick-pack count: 16-count packs Sugar per serving: 0 g sugar Calories per serving: 5 calories +5 more

8 metrics

Stick-pack count 16-count packs Single-serve AMASS Electrolyte Powder Mixers packaging size

Sugar per serving 0 g sugar Per-serving formulation of AMASS Electrolyte Powder Mixers

Calories per serving 5 calories Per-serving formulation of AMASS Electrolyte Powder Mixers

Sodium per serving 300 mg sodium Per-serving electrolyte content of AMASS Electrolyte Powder Mixers

Magnesium per serving 25 mg magnesium Per-serving electrolyte content of AMASS Electrolyte Powder Mixers

Potassium per serving 60 mg potassium Per-serving electrolyte content of AMASS Electrolyte Powder Mixers

Electrolyte powder market 2025 $8 billion Global electrolyte powder market value in 2025

Market size 2030 forecast $11.6 billion Projected global electrolyte powder market size by 2030 at 7.6% CAGR

Historical Context

5 past events · Latest: Jun 29 (Positive)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Jun 29	Acquisition announcement	Positive	+10.8%	Planned majority stake in HpO sparkling protein water, paid in stock.
Jun 29	Distribution expansion	Positive	+10.8%	Pizzolato MUSE non-alcoholic spritz rollout to 12 Eataly locations.
Jun 24	Strategic investment	Positive	+7.9%	SAFE investment in Afterdream hemp-derived THC beverage with growth metrics.
Jun 10	Brand milestone	Positive	-14.6%	Pizzolato MUSE reaches #1 U.S. organic sparkling wine and WFM rollout.
Jun 05	Distribution partnership	Positive	-9.9%	First U.S. distribution partner for AMASS Electrolyte Mixers in Michigan.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent AMSS news often drives large moves, with both strong rallies and sharp selloffs on expansion-focused announcements.

Key Terms

direct-to-consumer, ready-to-drink, stick-pack, zero-added-sugar, +1 more

5 terms

direct-to-consumer financial

"Currently available through the Company’s direct-to-consumer channel at www.amass.com"

A direct-to-consumer (DTC) model is when a company sells its products or services straight to customers, skipping middlemen like retailers or wholesalers. For investors, DTC matters because it can mean higher profit margins, closer customer relationships and faster feedback—like a baker who sells directly from the shop instead of through a grocery chain—while also exposing the business to costs for marketing, customer support and logistics that affect growth and profitability.

ready-to-drink technical

"versatile consumption design of the original ready-to-drink line into a portable"

"Ready-to-drink" refers to beverages that are pre-made and bottled or canned, requiring no additional preparation before consumption. For investors, it signals a product category that offers convenience and quick consumption, often appealing to busy consumers. This ease of use can drive consistent sales and growth opportunities for companies producing these beverages.

stick-pack technical

"New Single-Serve Stick-Pack Line Extends AMASS Electrolyte Mixers"

A stick-pack is a narrow, single-serving sealed pouch made of flexible film that holds powders, granules, or liquids—think of a sugar packet or single-use drink mix strip. For investors, stick-packs matter because they can lower shipping and shelf-space costs, improve product convenience and portion control, extend shelf life, and open new retail or direct-to-consumer channels, all of which can affect sales, margins, and brand reach.

zero-added-sugar technical

"Zero-added-sugar is the growth driver at the center of that expansion"

Zero-added-sugar means no sugars (like table sugar, honey, or syrup) are introduced during a product’s manufacturing—though natural sugars already present in ingredients (such as fruit or milk) may remain. For investors, the label signals a product positioned for health-conscious consumers and may affect sales, pricing, reformulation costs and regulatory compliance; think of it as a recipe that skips adding sugar but still uses sweet-tasting ingredients.

compound annual rate financial

"projected to reach $11.6 billion by 2030, growing at a 7.6% compound annual rate"

Compound annual rate is the single yearly percentage that, if applied and reinvested each year, produces the same overall change in value over a multi‑year period. Investors use it to compare returns or growth across different time spans because it smooths out ups and downs into one steady annual pace — like converting a trip’s total distance into a constant speed so different journeys are easily comparable.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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New Single-Serve Stick-Pack Line Extends AMASS Electrolyte Mixers Into the Fastest-Growing Segment of the Category

SANTA MARIA, Calif., July 01, 2026 (GLOBE NEWSWIRE) -- AMASS Brands Group (NASDAQ: AMSS) (“AMASS” or “the Company”), a premium, multi-category beverage platform spanning non-alcohol, functional, and alcohol 2.0 products, today announced the launch of AMASS Electrolyte Powder Mixers, a new stick-pack format that expands the Company’s AMASS Electrolyte Mixers line into the growing segment of the functional hydration category. Currently available through the Company’s direct-to-consumer channel at www.amass.com, the powders bring the same clean-label philosophy and versatile consumption design of the original ready-to-drink line into a portable, on-the-go format.

AMASS Electrolyte Powder Mixers are available in four flavors, Lemon Yuzu, Salted Lime, Salted Grapefruit, and Sea Salt, sold in convenient 16-count single-serve stick packs. Each serving contains 0g of sugar, 5 calories, 300mg of sodium, 25mg of magnesium, and 60mg of potassium, bolstered with B-vitamins. The formula is designed to support hydration throughout the day rather than peak-performance recovery, with balanced electrolyte levels that allow for multiple servings a day. AMASS Electrolyte Powder Mixers dissolve in still or sparkling water and can be enjoyed on its own or used as a mixer to enhance cocktails.

"The consumer relationship with hydration has evolved from a recovery ritual into an all-day intention, and the beverage market is only beginning to catch up," said Mark Thomas Lynn, Founder and Chief Executive Officer of AMASS. "According to forecasts, this is a category projected to reach $11.6 billion by 2030, and the growth is not coming from athletes. They are building a daily routine, choosing products that fit their life across every occasion, morning, midday, and evening. The powder format expands our platform into new moments and new occasions, and when we launched AMASS Electrolyte Mixers in May, we committed to building exactly that."

The global electrolyte powder market was valued at approximately $8 billion in 2025 and is projected to reach $11.6 billion by 2030, growing at a 7.6% compound annual rate¹. That growth reflects a fundamental shift in who the category serves: electrolytes have moved well beyond athletic recovery into daily hydration for work, travel, and social occasions, with consumer searches for “hydration” up 363.8% year-over-year and demand accelerating further into 2026². Zero-added-sugar is the growth driver at the center of that expansion, with Nielsen data showing sugar-free sports and electrolyte products consistently outpacing full-sugar versions, the zero-sugar format having gone mainstream in 2024, a dynamic that aligns with AMASS’s formulation³.

¹ Source: Research and Markets, Electrolyte Powder Market: Global Forecast, 2025. Available at: https://www.researchandmarkets.com/reports/6151645/electrolyte-powder-market-global-forecast
² Source: CNN, “America’s hydration obsession, explained,” May 24, 2025. Available at: https://www.cnn.com/2025/05/24/food/hydration-electrolytes-drinks-popularity
³ Source: Beverage Industry, 2025 State of the Beverage Industry: Sports and Protein Drink Market Experiences Growth. Available at: https://www.bevindustry.com/articles/97621-2025-state-of-the-beverage-industry-sports-protein-drink-market-experiences-growth

About AMASS Electrolyte Mixers
AMASS Electrolyte Mixers are a functional beverage platform built for lifestyle hydration, formulated with ingredients including Pacific sea salt, essential electrolytes, and B-vitamins, and include no added sugar. Available in RTD can and powder stick-pack formats, AMASS Electrolyte Mixers are designed for consumption as a standalone hydration product or as a mixer with still water, sparkling water, or cocktails, meeting consumers across morning, workday, social, and recovery occasions. The powder line is available in four flavors, Lemon Yuzu, Salted Lime, Salted Grapefruit, and Sea Salt, in 16-count single-serve packs exclusively at www.amass.com.

About AMASS Brands Group
AMASS Brands Group (Nasdaq: AMSS) is a next-generation beverage platform built around the brands defining how modern consumers drink — and increasingly, how they don’t. The company’s portfolio spans non-alcohol, functional, and alcohol 2.0 categories, with standout brands across each: Good Twin Non-Alcoholic Wine, a top-10 non-alcoholic wine in the U.S. and one of the fastest-growing in the category; AMASS Electrolyte Mixer, a functional beverage product designed for everyday hydration and mixer occasions; and Summer Water Rosé, the zero-sugar, #1 selling premium domestic rosé in the US — among others across the portfolio. As moderation trends accelerate, AMASS is positioned to benefit structurally rather than reactively — with margin discipline, cohesive brand architecture, and the multi-brand scalability that supports the Company’s long-term brand and platform growth strategy.

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Safe Harbor Forward-Looking Statements
This press release contains “forward-looking statements” within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Forward-looking statements include statements regarding the Company’s expectations, beliefs, plans, intentions, strategies, prospects, future growth opportunities, anticipated market trends, distribution expansion, consumer demand, and future operating performance. These forward-looking statements include, without limitation, the Company’s statements regarding the anticipated commercial performance of AMASS Electrolyte Powder Mixers, the Company’s ability to expand the functional hydration platform, anticipated consumer demand for the powder format, and the Company’s direct-to-consumer growth strategy. Forward-looking statements are not guarantees of future performance and involve risks and uncertainties that may cause actual results to differ materially from the Company’s expectations discussed in the forward-looking statements. These statements are subject to uncertainties and risks including, but not limited to, uncertainties related to market conditions and the other factors discussed in the “Risk Factors” section of the Company’s filings with the Securities and Exchange Commission (“SEC”), including competitive conditions within the beverage industry; changing consumer preferences; the Company’s ability to expand distribution and retail penetration; and supply chain disruptions. Additional factors are discussed in the Company’s filings with the SEC, which are available for review at www.sec.gov. Forward-looking statements speak only as of the date made, and the Company undertakes no obligation to publicly revise these forward-looking statements to reflect events or circumstances that arise after the date hereof, except as required by applicable law. Investors are cautioned not to place undue reliance upon these forward-looking statements.

Investor Relations Contact
KCSA Strategic Communications
Rob Kelly, Vice President
(212) 896-1254
AMASS@KCSA.com

FAQ

What did AMASS Brands Group (NASDAQ: AMSS) announce on July 1, 2026?

AMASS Brands Group (NASDAQ: AMSS) launched its AMASS Electrolyte Powder Mixers line publicly on July 1, 2026. According to AMASS, the single-serve stick packs extend its electrolyte mixers into the functional hydration segment via direct-to-consumer sales at its website.

What are the key ingredients and nutrition facts of AMASS Electrolyte Powder Mixers?

Each AMASS Electrolyte Powder Mixers serving has 0g sugar and 5 calories with added electrolytes. According to AMASS, a serving includes 300mg sodium, 25mg magnesium, 60mg potassium, plus B-vitamins, formulated to support hydration throughout the day rather than intense performance recovery.

Which flavors are available for AMASS (AMSS) Electrolyte Powder Mixers?

AMASS Electrolyte Powder Mixers are offered in four flavors: Lemon Yuzu, Salted Lime, Salted Grapefruit, and Sea Salt. According to AMASS, these flavors are sold in 16-count single-serve stick packs and designed for versatile use in still or sparkling water or cocktails.

How does the electrolyte powder market outlook support AMASS (AMSS) Electrolyte Powder Mixers?

The global electrolyte powder market was about $8 billion in 2025 and may reach $11.6 billion by 2030. According to cited forecasts, this implies a 7.6% compound annual growth rate, with demand shifting toward daily hydration and zero-sugar products that align with AMASS’s formulation.

How are AMASS Electrolyte Powder Mixers meant to be used for hydration?

AMASS Electrolyte Powder Mixers are designed for steady hydration across the day rather than post-exercise recovery. According to AMASS, the balanced electrolyte levels allow multiple daily servings and can be mixed with still or sparkling water or used as mixers in cocktails.

Why is zero-added-sugar important for AMASS (AMSS) Electrolyte Powder Mixers?

AMASS Electrolyte Powder Mixers contain zero-added-sugar to align with trends favoring sugar-free sports and electrolyte products. According to industry data cited by AMASS, sugar-free formats have been outpacing full-sugar versions, and zero-sugar electrolyte options became mainstream during 2024.