Liquid I.V., a leading powdered hydration brand in the US that was acquired by Unilever in 2020, is expanding to the UK with the launch of its Hydration Multiplier range this month.
Liquid I.V. is a food supplement in electrolyte powder mix format, designed to deliver enhanced hydration.
The brand pointed to research showing that 80% of people in the UK don’t drink enough water, with it seeking to meet growing demand for an easy and convenient hydration solution.
Liquid I.V. Hydration Multiplier has launched in three flavours: Lemon Lime, Strawberry and Passion Fruit (RRP £5 for three sticks). It is scientifically developed to enhance water absorption in the body and to rapidly replenish electrolytes lost through physical exercise. It also contains seven essential vitamins and minerals (B3, B5, B6, B12, Vitamin C, Sodium and Potassium), with no artificial colours or sweeteners.
Rolling out in Sainsbury’s and Boots, Liquid I.V.’s expansion in the UK will be supported by multi-channel activations across both retailers with a focus on awareness, education and driving trial. The brand will also launch on Amazon this summer.
A marketing campaign will include a billboard takeover in Piccadilly Square in May, brand partnerships, an 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, said: “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 US and adapted these insights for the UK so that we can support the British consumers on their wellbeing journey.”
