Liquid IV Expands Its Flagship Product Line After Unilever Acquisition

Liquid I.V., the thirst-quenching brand best known for its flavorful, travel-friendly electrolyte drink powders, will be further amplifying its non-GMO product line with the inclusion of an immune support blend. The Hydration Multiplier + Immune Support mix, which was unveiled last Thursday on shelves at major retailers (Walmart, Amazon, Costco) nationwide, boasts a citric-tasting fusion of Vitamin C and D, Zinc and Wellmune (natural yeast beta glucan) and claims to provide the hydration of two to three glasses of water.

“We’re thrilled to launch a product that fuses science and wellness to deliver cutting-edge formulas to our consumers. Science is always at the forefront of all our products,” Brandin Cohen, founder and CEO of Liquid I.V., said in a statement. “Our immune support blend has been carefully crafted to strengthen and maintain the immune system—something that’s more important than ever.”

The announcement comes a month after the acquisition announcement with Unilever and a string of new product launches, such as the Energy Multiplier blend and a nationwide expansion at Walmart.

According to Alexis Warchalowski, vp of marketing at Liquid I.V., the pandemic led the company to lean into the unique challenges of growing a brand during a global crisis, including transforming its marketing events team into a “Covid response unit.”

“We delivered 3.7 million sticks to frontline workers as a result of our efforts,” she said. “It’s a true representation of our values as a brand.”

The Hydration Multiplier + Immune Support category extension was important to Liquid I.V. because its community was looking for ways to remain strong and balanced, “whether they were working out or navigating their new normal,” Warchalowski said.

The combination of the pandemic and going national at Walmart drove the company to launch a three new flavors of its flagship hydration product—the Hydration Multiplier—in guava, watermelon and apple pie. The brand has also rolled out limited-edition flavors this year through collaborations with the likes of DJ Steve Aoki (strawberry cake) and Justin Bieber (guava and hibiscus, a combination inspired by the singer’s summer hit “Yummy.”)

“As we grow, our community and mission will remain at the forefront of everything we do, and we will continue to innovate wellness to meet our community’s needs and expand our ‘giveback mission‘ to reach more people than ever before,” Warchalowski said.

Conagra Brands CEO Sean Connolly thinks people will want a return on their investments.

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