KIC Launches Everyday Hydration With a Potassium-Forward Ratio

KIC, the Australian wellness company co-founded by Steph Claire Smith and Laura Henshaw, has launched Everyday hydration for general daily use. Forbes Australia reported the launch on October 15, 2026, alongside a separate Bump product aimed at pregnant women.

According to Forbes Australia, Everyday has a two-to-one potassium-to-sodium ratio. That is useful product information. It also opens a practical distinction for endurance athletes: choosing an everyday drink is not the same decision as building a plan for demanding exercise.

KIC is positioning Everyday for daily use

The launch is built around an everyday use case rather than a claim about racing. That distinction is central to understanding the product story without reading a performance recommendation into it.

Forbes reports that Laura Henshaw wanted an everyday option after training for the 2024 New York Marathon. Steph Claire Smith encountered a similar need after pregnancy, according to the report. Those experiences explain the founders’ rationale for developing the range.

According to Forbes, KIC began in 2015 with an e-book by Smith and Henshaw. It later expanded into an app and other media and community offerings. That background puts the launch within a broader wellness business.

KIC told Forbes Australia it spent 18 months developing the line. The reporting describes formulation feedback from its community at its Cremorne studio. It also says KIC worked with perinatal and sports dietitian Caitlin Ireland.

According to Forbes, the products contain partially hydrolysed guar gum. The range has no added sugar or sugar alcohols. Forbes also reports that it contains no artificial colours or artificial sweeteners.

The report lists availability at Priceline and online at The Muse. These are launch details rather than reasons to prefer the product for a training session.

The evidence supports a narrower conclusion than a race recommendation

A ratio describes relative amounts, not how much of either electrolyte a serving supplies. Calling Everyday potassium-forward is consistent with the reported ratio. Calling it lower-sodium than a particular sports drink would require an absolute comparison.

The Forbes report does not provide sodium or potassium quantities per serving, serving sizes or a complete nutrition panel. That leaves no product-specific basis for calculating its contribution to a race plan or comparing its sodium content with another drink. The coverage therefore establishes neither suitability nor unsuitability for a particular athlete or session.

The same boundary applies to outcomes. The report contains no clinical trial results showing better hydration, performance or health outcomes than other products. Development time and community formulation feedback are not substitutes for that evidence.

The reported absence of added sugar also should not be expanded into a claim about the product’s complete carbohydrate content. An ingredient description and a full fueling assessment answer different questions.

The practical comparison starts with the training situation

For endurance athletes aged 35 to 65, the launch is best treated as a prompt to compare purposes. A drink considered for an ordinary day and a drink chosen for a long race can be assessed with different questions. Neither decision needs to start with a preference for a particular mineral ratio.

Sweat losses give endurance planning a different emphasis

NBC Select’s reporting on marathon running says sodium is the electrolyte lost at the highest rate in sweat. Experts interviewed for that article recommend working with sports-medicine and nutrition professionals to determine an appropriate concentration.

That makes sodium content relevant when evaluating drinks for long, demanding exercise. It does not mean the highest-sodium option is automatically the right one. The point is to connect the formulation with the circumstances, rather than treating sodium as either a virtue or a problem in isolation.

Duration, conditions and sweat losses are relevant context for that comparison. An everyday label does not describe those circumstances. Neither does a sports label.

The same attention to context matters when considering elite fueling needs alongside recreational training. A product category is a starting description, not an individual plan.

Absolute amounts make product comparisons more useful

Once the intended use is clear, a useful comparison can focus on information that relates directly to that use. A practical review would put these details alongside one another:

• Sodium per serving, together with the serving size that defines the amount.
• Potassium per serving, recorded separately from the potassium-to-sodium ratio.
• The intended setting, such as ordinary daily use or long endurance exercise.
• Session duration, conditions and sweat losses within the athlete’s existing plan.

This keeps the comparison tied to a job the drink is being considered for. It avoids treating more potassium or less sodium as an automatic improvement. Those preferences need context before they become useful decisions.

For example, a question about an everyday drink can stay focused on its place in an ordinary routine. A question about a race drink needs to stay connected to the demands of the event and the wider fueling plan. Giving the product a defined role is more informative than treating one formulation as the default for every occasion.

Personal planning matters more than demographic shorthand

Forbes presents the range as tailored to women. That positioning explains who KIC is trying to serve. For an endurance athlete, the more useful question is how the formulation relates to the intended session and the individual plan.

For Reendure, the priority is keeping athletic ambition compatible with informed decisions over the long term. Being over 35 does not turn a product launch into a required update to training nutrition. The practical value is in making the comparison more specific rather than making the routine more complicated.

Personal decisions about electrolyte concentration belong with a qualified sports-medicine or nutrition professional. That follows the individualized approach recommended by the experts NBC Select interviewed. It also keeps general product reporting in its proper place, as background for a decision rather than a prescription.

For a broader framework, read about planning hydration around individual needs. The aim is a clear relationship between the drink, the training situation and the athlete’s existing approach.

The launch adds an option, not a reason to overhaul fueling

KIC’s Everyday launch introduces a daily-use hydration product with a reported potassium-forward ratio. The sensible endurance takeaway is to judge products by their actual formulation and intended role, not by assuming that everyday and race-day drinks are interchangeable.

The available reporting does not support changing an established race-fueling practice on its own. Keep the decision tied to the session and the individual plan. A launch can add an option without creating a new rule.

Sources

1. How bootstrapped wellness startup KIC is building the female hydration market
2. I asked professional runners about their marathon essentials — these are their top picks for getting through 26.2 miles