SALTE, billed as ‘a clean Scandinavian electrolyte brand’ and founded in 2024 by a group of friends in Sweden and Norway, is building momentum across its direct-to-consumer (D2C) and business-to-business (B2B) channels.
The company argued that this is a sign of the growing shift toward cleaner, functional hydration within the performance and wellness space.
Since its launch, SALTE has seen steady month-on-month growth. The company reports an average order value of €55, a website conversion rate above 5% and a reported 40% retention rate.
While D2C remains a core driver for the brand, around 50% of its total sales now come from B2B partners, which include premium gyms, wellness studios, cafés, and retail chains.
Since migrating to Shopify in March 2025, SALTE has seen consistent month-on-month growth. It adds that it is on track to generate €1.6–€1.7 million in revenue for the 2025 financial year, with ambitions to reach €3.4 million in 2026 as it scales across the UK and Europe.
This traction comes amid growing demand for functional hydration. The international electrolyte drinks market is projected to grow at a CAGR of 5.6% through 2033, according to market data cited by the brand, reaching nearly US$64 billion in value. As active consumers move away from high-sugar sports drinks, SALTE adds that its clean, balanced formulation is supporting a new migration in the consumption of hydration products.
Jesper Ståhl, Co-founder of SALTE, said “Our retention rate is one of the most exciting signals for us. It shows that people aren’t just trying SALTE once; they’re coming back because it genuinely works for them.
“As we head into Q4, the focus is on growing visibility and strengthening partnerships, both online and within premium wellness spaces where our audience already lives.”
The brand embodies the Scandi principles of simplicity and balance. Its signature formula combines 800 mg sodium, 400 mg potassium, and 60 mg magnesium per serving in a 2:1 ratio of sodium to potassium, designed to reflect physiological needs.
