Loaded Water Takes Flight: CSS Group & Electro Flytes Bring Science to Inflight Hydration.

“Inflight wellness is no longer a luxury.  It’s an expectation.”

Cabin air is far drier than most people realise. At cruising altitude, humidity can fall below ten per cent, around one-fifth of what we experience at ground level.¹  That dryness strips moisture from the skin and lungs, even when you don’t feel hot or sweaty. Combine that with disrupted sleep, long periods of immobility and recycled air, and you have the perfect recipe for dehydration. Most passengers simply don’t notice it happening, airlines and cruise operators increasingly do. That awareness is behind CSS Group’s partnership with Electro Flytes, an innovation-led hydration brand bringing Loaded Water to travel retail, cruise and inflight service.

What Exactly Is Loaded Water?

Loaded Water isn’t just flavoured water; it’s water with purpose. The concept blends electrolytes, vitamins and other functional ingredients to help the body absorb and retain water more effectively, particularly in low-humidity conditions such as aircraft cabins.

Studies show why this matters.  Aircraft cabins typically operate at 10% humidity or lower.¹ Under those conditions, passengers experience what is called insensible water loss, this is moisture loss through breathing and skin evaporation without any visible signs of sweating.

One clinical study recorded up to a 37% drop in facial skin hydration during a long flight.¹  In practical terms, passengers can lose between 1 and 2 litres of body water over six hours, even when sipping a standard 400 ml bottle of water.²

Mild dehydration of that degree doesn’t just dry the skin, it can slow reaction times, reduce concentration and dampen mood.³⁴⁵  Neuroscience research shows the brain must work harder when dehydrated to maintain the same level of cognitive function.⁶  The outcome is fatigue, forgetfulness, irritability and a less enjoyable journey.

Electrolytes: The Missing Link in Travel Hydration

Drinking more water alone isn’t enough.  The body also needs electrolytes to hold onto that water. Electrolytes, particularly sodium, potassium and magnesium, maintain cellular fluid balance and circulation.  Without them, water passes through the body quickly, offering limited benefit.

A study published in JAMA compared passengers who consumed an “ion supply” (electrolyte) drink with those who drank plain water during a nine-hour flight.⁷ The electrolyte group retained more fluid, maintained better plasma volume, and experienced lower blood viscosity, indicating healthier circulation and hydration. That is the science behind the Electro Flytes approach.

Meet Electro Flytes

Electro Flytes produces compact, travel-friendly hydration concentrates that blend science with convenience.  Each 25 ml squeeze bottle delivers a precise mix of electrolytes, vitamin C and natural flavouring that dissolves instantly in water, cleanly, without residue or excessive sweetness.

Why it works for travel:

• Low-sugar or sugar-free formulations suit a wide range of diets.

• Lightweight, shelf-stable packaging reduces waste and simplifies logistics.

• Balanced electrolyte composition supports rapid hydration without additives or preservatives.

Working together, CSS Group and Electro Flytes are helping airlines, cruise lines and travel retailers turn hydration into a service feature, not just a necessity.

How It Fits Into Travel and Retail

The partnership opens several possibilities, all simple to implement and easy to scale.

Application	Operator Benefit	Passenger Experience
Inflight hydration kits – a small Electro Flytes bottle paired with water service.	Elevates passenger comfort and wellbeing; differentiates premium cabins.	Less fatigue, better hydration, improved post-flight recovery.
Onboard or duty-free retail – sold individually or in multi-packs.	New wellness revenue stream aligned with modern traveller behaviour.	A practical way to stay hydrated throughout the journey.
Loyalty or premium bundles – included in frequent flyer or suite perks.	Enhances loyalty and brand perception; simple value add.	Feels exclusive, functional and thoughtful.
Lounges or airport hydration stations.	Extends wellbeing messaging beyond the cabin.	Encourages travellers to start hydrated before they board.

Because the bottles are compact and shelf-stable, they take little space and fit seamlessly into existing service models.  The cost per passenger is marginal, just a few pence when scaled, yet the perceived value is significant.

Safety, Quality and Compliance

Electro Flytes places quality and safety at the centre of its product design and manufacturing process.  Every formulation is developed using approved ingredients that meet recognised food and beverage standards, ensuring suitability for international markets and diverse consumer needs. All products are produced under controlled conditions and adhere to established food safety, hygiene and traceability protocols.  Each batch is subject to quality assurance checks to confirm consistency, stability and purity before release.

The brand’s approach focuses on responsible formulation, maintaining a balanced electrolyte profile that supports effective hydration while avoiding unnecessary additives or excessive sodium levels.  Packaging is fully compliant with current regulations for food-contact materials and is designed to protect product integrity throughout transport and storage. Electro Flytes’ commitment to transparency and compliance provides operators and partners with complete confidence that every bottle meets the highest safety and regulatory standards from source to service.

Hydration as Part of Inflight Wellness

Wellness is redefining how travellers think about value.  Health-conscious passengers expect cleaner products, ethical sourcing and meaningful service gestures.  Airlines and cruise lines are responding by reimagining everything from menus to cabin air. Loaded Water fits naturally into that evolution, a small yet visible commitment to passenger wellbeing that’s easy to deliver and easy to appreciate.

A Measurable Step Forward

The science is clear: low humidity and long flights cause real dehydration.¹²  Even mild dehydration can affect mood, concentration and comfort.³⁴⁵

Loaded Water is a simple, evidence-based solution.  Through CSS Group’s partnership with Electro Flytes, airlines and cruise operators can enhance wellbeing, create new revenue potential and strengthen their brand’s connection to traveller health. It's a small addition to service with a measurable impact, a new way to show passengers that their comfort matters.

CSS Group and Electro Flytes are ready to lead the inflight hydration revolution. Are you ready to join us?

References

1. Guéhenneux S, Gardinier S, Morizot F, Le Fat I, Tschachler E. Skin surface hydration decreases rapidly during long-distance flights. Skin Research and Technology. 2012;18(2):238-240. doi:10.1111/j.1600-0846.2011.00560.x

2. Onboard Hospitality. “Staying Hydrated.” April 2024.

3. Benton D, Young H. Effects of Dehydration and Rehydration on Cognitive Performance and Mood. Nutrients. 2015;7(12):7691-7710.

4. Lieberman HR. Cognitive Performance and Dehydration. Journal of the American College of Nutrition. 2007;26(5 Suppl):555S-561S.

5. Edmonds CJ, Burford D. Effects of hydration status on cognitive performance and mood. British Journal of Nutrition. 2009;102(2):350-356.

6. AlzDiscovery Foundation. “Can Dehydration Impair Cognitive Function?” 2022.

7. Hamada K, Doi T, Sakurai M, et al. Fluid retention and plasma volume during long-distance flight. JAMA. 2002;287:844-845.