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Disruptive U.S. Powdered Hydration Brand Liquid I.V.® Expands to the UK

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Average read time: 3 minutes

woman using liquid iv in everyday life

The #1 powdered hydration brand in the US[a], Liquid I.V.®, is expanding to the UK with the launch of its Hydration Multiplier® this month.

Liquid I.V.® is a food supplement in electrolyte powder mix format, designed to deliver enhanced hydration[b].

With new research revealing that 80% of the UK residents don’t drink enough water[c], demand for a hydration solution made in an easy and convenient format is on the rise in the UK. What’s more, one in 10 Brits will often go an entire day without drinking any water at all, with one in five unaware of how much water they should be drinking altogether[d].

liquid iv packs

Liquid I.V. Hydration Multiplier® is launching in three flavours: Lemon Lime, Strawberry and Passion Fruit, and offers consumers a solution to deliver enhanced hydration[b] that is scientifically developed:

  • For enhanced water absorption in the body[b]
  • To rapidly replenish electrolytes lost through physical exercise and active lifestyle
  • With seven essential vitamins and minerals: B3, B5, B6, B12 and
  • Vitamin C, Sodium and Potassium
  • With no artificial colours
  • With no artificial sweeteners
  • Vegan
  • Gluten Free

Available in Sainsbury’s and Boots, Liquid I.V.’s® expansion in the UK is supported by multi-channel activations across both retailers with a focus on awareness, education and driving trial. Liquid I.V. ® is working with retailers to better define the hydration category for shoppers, developing prominent shopper destinations in-store and online by creating new fixtures and dedicated Liquid I.V. ® hydration zones. The brand will also launch on Amazon this summer.

The launch of Liquid I.V.® is being supported by a dynamic marketing campaign including a billboard takeover in Piccadilly Square in May, brand partnerships, an extensive influencer programme, and Unilever’s largest ever in-store and online ‘sticks in hand’ sampling campaign in the UK.

Jostein Solheim, Unilever Health & Wellbeing CEO, says: “It’s clear the UK consumers are ready for a science-backed product like Liquid I.V. ® given that hydration is the country’s leading wellness trend, which is why we are bringing the brand across the pond.

“We’ve learned from the success in the U.S. and adapted these insights for the UK so that we can support the British consumers on their wellbeing journey.”

Unilever acquired Liquid I.V. ® in 2020 with the company joining the Health & Wellbeing Collective, a global business unit operating in the fast-growing vitamins, minerals and supplements market. The launch of Liquid I.V.® brings Unilever’s Health & Wellbeing Collective into the UK market for the first time.

Liquid I.V.® is available in-store at Sainsbury’s and online at Boots now.

[a]

Source: IRI Value Sales, Functional Hydration in Powdered Format, Total US Multi + Convenience, MAT to 31.12.23

[b] (1,2,3)

Source: Carbohydrate-electrolyte solutions enhance the absorption of water during physical exercise.

[c]

Source: Liquid I.V.® UK online survey of 1096 male and female UK consumers aged 18+ carried out by Toluna (Oct 2023)

[d]

Source: Liquid I.V.® UK online survey of 2,000 adults (Nationally Representative on the basis of age, gender, and region) in the UK by One Poll (Feb 2024)

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