Colombia orders halt to Hidralyte sales over trade dress similarities to Electrolit

Colombia's Superintendence of Industry and Commerce (SIC) has ordered an immediate halt to the production, sale, and distribution of the rehydration drink Hidralyte, owned by Quala S.A., following a lawsuit by Pisa Farmacéutica, maker of Electrolit, for alleged unfair competition based on trade dress similarities. The decision, issued in Auto 74750 on July 8, 2026, responds to claims that Hidralyte's packaging—including bottle shape, cap color, graphic design, and typography—is confusingly similar to Electrolit's distinctive appearance Source: elcolombiano. The SIC also required Quala to recall all units from points of sale and distribution centers nationwide, suspend all advertising and digital promotions, and publish a notice on its platforms clarifying that Hidralyte is not a medication or oral serum, but registered as a sports beverage with Invima Source: portafolioco.

Key measures

• Production and sales: Quala must immediately cease manufacturing, importing, exporting, distributing, and selling Hidralyte in its current or any similar presentation Source: infobae.
• Marketing and public communication: All advertising, social media posts, and promotional activities must be suspended, and Quala must notify its business partners, including distributors and influencers, to do the same Source: portafolioco.
• Consumer information: A visible notice must be published on Quala's website and Hidralyte's social media channels stating no link to Pisa Farmacéutica, that Hidralyte is not a drug, and it is classified as a sports drink Source: elcolombiano.