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Igloo Enters Personal Hydration Market

Igloo Products Corporation celebrates its 70th anniversary in 2017, and this year the brand is getting behind an extensive launch into the personal hydration segment, and will showcase this at the International Home + Housewares Show.

Lisa Hayashi, Igloo’s director of brand marketing, said the company developed a “hydration excellence team,” working out of its Plymouth, MA, offices that have spent the last year and a half researching the market, and developing a line that would meet the needs of its target markets and fit the design language of the Igloo brand. The team utilizes the expertise of employees from Cool Gear International, which Igloo acquired in 2015, and additional hires the company did to focus on the segment.

Hayashi said the personal hydration launch is timely in that staying hydrated has been ingrained into popular culture, particularly with the Millennial generation. “Consumers love getting out and staying healthy,” she said, and Igloo has been a part of this day trip mentality for many decades in both the soft and hard sided cooler business, but this is another way to target this consumer demographic.

“We are focusing on developing key technology features, to be a market leader in personal hydration. Our design features will help elevate the Igloo brand in this space,” she added.

Igloo’s Legacy collection of stainless steel tumblers has a design nod to its heritage, and its original beverage cooler that it had produced in 1947. Every product line in the personal hydration space has been developed for specific uses. For example, Igloo’s Tahoe Tritan bottle line is set to be fit “from train to trail,” and is said to be leak proof and is designed for be easily operated with one hand, for the multitasker, with Autochug technology. Swift Tritan bottles are marketed for use “from class to yoga mat,” and feature a silicone sleeve and integrated carry handle, while a spout cover provides a clean surface for drinking, dubbed Sip Shield technology.