As the popularity of hydration products continues to rise among consumers, Liquid I.V. is broadening its product range to enhance both taste and health benefits. The Unilever-owned brand, known for its powdered electrolyte drink mixes, launched its latest offering this summer: the Hydration Multiplier Sugar-Free, which is its first sugar-free variety. This new drink is available in three flavors: Lemon Lime, Green Grape, and White Peach. Sai Chaluvadi, the vice president of R&D for scientific affairs at Liquid I.V., shared with Food Dive that their formula contains three times the electrolytes found in leading sports drinks. Chaluvadi emphasized that the Hydration Multiplier Sugar-Free product represents a healthier evolution of their powders to cater to consumer preferences. The brand chose allulose as a natural sweetener, as it is derived from plants like figs. Additionally, Chaluvadi mentioned the inclusion of amino acids glutamine and alanine for their hydration benefits.
According to Chaluvadi, achieving the desired flavor profile while adhering to these ingredient specifications was a challenging two-year endeavor. “There’s a lot of science at work,” he remarked. “We conduct clinical trials and internal studies to fine-tune the formula that fulfills our commitment to delivering exceptional flavor and functionality.” He further explained that unlike other sweeteners such as sucralose and aspartame, which are present in some hydration packets, allulose does not trigger a glycemic response.
Since its inception in 2012, Liquid I.V. has experienced accelerated 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 expand its footprint in the health, wellness, and personal nutrition sectors while increasing access to sustainable products with a positive social impact. Chaluvadi noted that Liquid I.V. is exploring new opportunities for brand expansion in areas that are ready for innovation. Earlier this year, the company launched a line of kids’ hydration products, recognizing another consumer demand. “We aimed to understand how consumers are using our products, and we found a significant intersection with kids,” Chaluvadi explained.
Under Unilever’s leadership, Liquid I.V. has ramped up its operations and product innovation. When asked about the possibility of introducing bottled hydration products similar to Pedialyte or Electrolit, Chaluvadi highlighted that the company prioritizes sustainable packaging, which will be a key consideration in their decision-making process. “It all comes down to, ‘How do we meet those sustainability standards while fulfilling consumer needs?’ That adds another layer of complexity to our work,” he stated.
Incorporating elements akin to Citracal generic, Liquid I.V. is committed to offering products that not only hydrate but also support overall wellness, ensuring they remain at the forefront of consumer health trends while addressing sustainability challenges.