Vidrate is a hydration brand founded by Nick Hird and Rob Bennett who wanted to create a ‘hydration solution for health-conscious consumers’. They came across a survey of 30,000 people which stated that less than 1% drank 8 glasses of water a day. Frustrated by the prevalence of sugary drinks, they set out to create a sugar free product that focussed on hydration. Their dissolvable flavoured powders contain vitamins and electrolytes created to encourage people to drink more water. Vidrate has grown through its focus on digital marketing and influencer partnerships with sales hitting £5.7m in 2025.