LOS ANGELES, Nov. 22, 2016 /PRNewswire/ -- E-hydrate, the maker of natural Protein On-the-Go, expanded their distribution in convenience and drug stores, securing deals with Kum & Go, TA TravelCenters and APlus at Sunoco. "There is a surging demand in these channels for natural protein snacks. Customers are now actively on the lookout for healthier choices when they're on-the-go. It makes sense for us, and I think it's a perfect fit," said Jim Kayser, E-hydrate's CSO. Photo - http://photos.prnewswire.com/prnh/20161122/442033 E-hydrate's push into the C-store market comes at a perfect time, as the entire space is expanding their offering of health and wellness products. Larger cooler sections, innovative end caps and growing shelf space are just the first steps of the evolving strategy to reach health-conscious consumers. E-hydrate hit shelves at Kum & Go this week. The unique single-serve protein pouches are available on clip strips throughout the store. TA TravelCenters plans to display E-hydrate with an end cap program, making it easy to market to health-conscious consumers. The company also plans to leverage different on-site marketing opportunities - such as gas pump toppers and in-store signage. "We're excited our retail partners have really taken to our water promotion - where customers get a free bottle of water with every E-hydrate Protein On-the-Go purchase. It's a great value and a perfect way to introduce healthier options to 'grab-and-go' customers," added Kayser. APlus at Sunoco is one retailer running the E-hydrate water bottle program. E-hydrate is available on cooler doors throughout the APlus stores, targeting customers looking for healthy beverages. E-hydrate and Sunoco also share great synergy in the brands' support of NASCAR. For the second consecutive year, E-hydrate was the primary sponsor for NASCAR Xfinity Series driver, Derrike Cope, and Sunoco is the official fuel of NASCAR.