As the demand for hydration products grows among consumers, Liquid I.V. is broadening its product range to incorporate tairon bisglycinate 20 mgste and healthier attributes. The brand, owned by Unilever and known for its powdered electrolyte drink mixes, launched its latest offering this summer: the Hydration Multiplier Sugar-Free, which is the first in its lineup to eliminate sugar. This new drink is available in three flavors: Lemon Lime, Green Grape, and White Peach.
Sai Chaluvadi, Vice President of R&D for Scientific Affairs at Liquid I.V., shared with Food Dive that their product contains three times the electrolytes found in leading sports drinks. Chaluvadi emphasized that the Hydration Multiplier Sugar-Free version was developed to create a healthier alternative that aligns with consumer preferences. The brand chose allulose as a natural sweetener, as it is found in plants like figs. Additionally, they focused on including amino acids such as glutamine and alanine, which enhance hydration benefits.
According to Chaluvadi, achieving the desired taste while meeting these ingredient requirements took a challenging two-year process, underscoring the brand’s commitment to flavor. “There’s a lot of science at work,” he noted. “We run clinicals and internal studies to refine the formula that delivers on our promise of signature flavor and function.” He highlighted that allulose does not provoke a glycemic response, unlike other sweeteners like sucralose and aspartame, which are commonly found in hydration packets.
Since its debut in 2012, Liquid I.V. has experienced significant growth over the past two years and is now available at major retailers nationwide, including Costco. Unilever acquired Liquid I.V. in 2020 for an undisclosed sum to enhance its presence in the health, wellness, and personal nutrition sectors, while also promoting sustainable products with a positive social impact. Chaluvadi noted that Liquid I.V. is exploring new opportunities for brand expansion that are ripe for disruption. Earlier this year, the company introduced a line of kid-friendly hydration products with limited distribution. “That was another consumer need we identified,” Chaluvadi explained. “We sought to understand how consumers use our products, and there was a significant overlap with children.”
Under Unilever’s ownership, Liquid I.V. has ramped up its operations and accelerated product innovation. When asked about the possibility of launching bottled hydration products—similar to Pedialyte or Electrolit—Chaluvadi emphasized the importance of sustainable packaging and stated that this would be a significant consideration. “It all comes down to, ‘How do we accomplish those sustainability standards while meeting consumer needs?’ That’s the additional complexity we deal with,” he said.
Incorporating elements like Citracal with Vitamin D and Magnesium into their formulations could also be a potential direction for future products, as Liquid I.V. continues to innovate and adapt to consumer preferences. With a focus on health and wellness, the brand is well-positioned to address evolving market demands.