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Multivitamin startup Phizz is to make its retail debut in Sainsbury’s this month. 

The brand will roll into 319 of the retailer’s stores from 15 February as part of its Taste of the Future initiative.

It is touted as being “the most comprehensive formula of hydration and minerals available” containing an “elite hydration formula” for rapid rehydration, with 19 vitamins, minerals and electrolytes.

The brand is also “plastic positive” through a partnership with social enterprise Plastic Bank, meaning for every tube purchased, more than six times its weight in plastic waste is collected and recycled. 

Sainsbury’s head of origination and investing for Future Brands said the retailer had “kept an eye on this impressive young brand for several years”.

“We know that our customers are increasingly looking for wellbeing products to support their busy lives.”

Phizz already supplies a growing range of sports clubs including Premier League football and Premiership rugby teams, as well as airlines, gyms and hotels.

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