100plus

100Plus is a brand of isotonic drinks that originated in Singapore and is produced by Fraser and Neave, Limited. It was introduced in 1983 to provide hydration and replenishment of electrolytes lost during physical exertion and outdoor activities. The drink is formulated to rehydrate, replenish lost fluids, electrolytes, and energy. Over the years, 100Plus has become one of the most popular isotonic beverages in Southeast Asia, particularly among athletes and individuals leading an active lifestyle.

Composition

100Plus contains water, sucrose, glucose, citric acid, sodium citrate, sodium chloride, potassium phosphate, and calcium phosphate, among other ingredients. It is designed to quickly replace fluids lost through perspiration, provide a source of energy, and enhance the absorption of water with its optimal balance of electrolytes and carbohydrates. This composition makes it suitable for consumption before, during, and after physical exercise to prevent dehydration and improve performance and recovery.

Variants

Over time, 100Plus has expanded its product line to include various flavors and formulations, catering to diverse tastes and dietary needs. Some of the popular variants include:

• 100Plus Original - The classic flavor that started it all, offering a refreshing taste and hydration.
• 100Plus Zero Sugar - A sugar-free option for those monitoring their sugar intake, providing the same hydration benefits without the added calories.
• 100Plus Active - Formulated with added B vitamins to support energy metabolism, catering to those with a more intense physical regimen.
• 100Plus Edge - Contains added arginine, a conditionally essential amino acid, designed for improved circulation and recovery.

Health Benefits and Considerations

100Plus is marketed as a health beverage that aids in hydration and electrolyte balance. It is particularly beneficial for individuals engaged in sports, physical work, or any activities that result in sweat loss. However, like all isotonic drinks, it contains sugars and should be consumed in moderation, especially by individuals with specific health conditions or those concerned about sugar intake.

Market Presence

Since its launch, 100Plus has established a strong market presence in Southeast Asia, with Singapore and Malaysia being its largest markets. The brand actively sponsors sports events and athletes, reinforcing its association with sports and active living. Its popularity has also spread to other regions, making it a recognized isotonic beverage brand in parts of Asia and beyond.

Cultural Impact

100Plus has become more than just a beverage in the regions it serves; it's a part of the sports culture, often seen in the hands of athletes at major sporting events and marathons. The brand's commitment to promoting an active and healthy lifestyle has resonated well with its target audience, making it a staple in sports gatherings and a preferred choice for hydration.