The chief executive of the company that operates the Hydralyte rehydration tablets and powders business in North America is chasing more success on Amazon’s e-commerce channel through increased advertising and the use of celebrity influencers.

Oliver Baker, who is one of several former executives of the vitamins group Swisse who either work for Hydration Pharmaceuticals or are on the board, said on Tuesday about 45 per cent of the group’s sales were handled online, the bulk of them through Amazon.