Electrolit has hired former Red Bull, PepsiCo and Aurora Cannabis executive Enrico De La Torre as its commercial director in Canada.
Electrolit is a Mexican product manufactured by Grupo Pisa, a pharmaceutical Company in Latin America. Electrolit was first launched in 1950 as a solution for dehydration in children, but has branched into hydration and recovery for athletes, people who work outdoors in the heat and even partiers. In the U.S., it is sold at 7-Eleven and other c-stores.
De La Torre has more than a decade of experience working in the commerce and marketing field.
He spent more than three years in field sales at PepsiCo before moving on to Red Bull, where he worked across distribution, account management and marketing.
At Electrolit, De La Torre plans to increase overall brand awareness and expand distribution to make the electrolyte beverage readily accessible to Canadian consumers.
“I am honoured to have the opportunity to turn Electrolit into a global powerhouse and I couldn’t be more grateful to be joining such a dedicated team at a company that is quickly gaining momentum,” De La Torre said in a statement. “We’ve seen an opening for growth in the industry when it comes to better-for-you beverages; I’m excited to continue expanding brand awareness and to bring high quality ingredients and functionality to consumers that want better performance and functionality from the products they purchase.”