Liquid I.V. bolsters hydration category with new sugar-free range

The move comes as the UK hydration category continues to accelerate, alongside a growing consumer focus on everyday wellbeing. Research shows 65% of adults aged 18-65 feel they don’t drink enough water, while 52% cite hydration as their number one wellness goal^[a].

Since being acquired by Unilever in 2020, Liquid I.V.®, the #1 powdered hydration brand in the US^[b], has become one of its ‘Power Brands’, growing more than sevenfold globally through continued innovation, marketing investment and international expansion. Now present in eight markets, the brand launched in the UK in 2024 and has rapidly scaled its retail footprint nationwide.

Two years on from launch, Liquid I.V. ® has moved beyond market entry to become a key driver of the functional hydration category in the UK, helping shift powdered electrolyte products from a niche, sports-led use into an everyday wellness habit. The brand is now delivering strong retail performance and sales growth across multiple channels.

The UK rollout follows the successful launch of the Sugar-Free range in the US in 2023, where it now accounts for over 30% of Liquid I.V. ®’s total sales.

Designed to deliver effective hydration without sugar, the new range uses a blend of amino acids and electrolytes, offering around one-fifth of the calories of the brand’s original formula. The launch responds to increasing demand for healthier functional drinks, particularly among younger, health-conscious consumers.

Available in two flavours - White Peach and Mango Pineapple - each SKU contains a mix of essential electrolytes alongside eight vital vitamins and minerals: sodium, potassium, magnesium, calcium, and vitamins B3, B5, B12 and C. The range is formulated to support hydration, energy^[c] and immunity^[d], while reducing fatigue^[c] and contributing to physical and mental performance^[e]. The brand’s science-led approach is supported by a strong body of clinical research underpinning its efficacy.

Alexa Abdelaziz, PhD, LIQUID I.V. R&D Nutritional Science Senior Manager commented: “Sugar plays an important role in how our bodies absorb water. If you simply cut it out, you could lose some of the rehydration potential.

“When developing the Sugar-Free range, we knew we needed an ingredient that could still enable enhanced water absorption. Our amino acid blend is a powerful alternative for sugar’s role in water absorption/ hydration, and rigorous testing shows it’s highly effective at aiding absorption in the small intestine.”

The brand has also invested heavily in building awareness and trial in the UK, with activations at major festivals including Wireless Festival and All Points East in 2025 and in 2026, alongside community partnerships and digital engagement. A recent New Year’s challenge on Strava attracted more than 88,000 participants, reflecting growing consumer adoption of hydration as part of everyday routines. The brand also delivered two official activations for TSC London Marathon, including a partnership with Runna.