Liquid I.V.™, the #1 powdered hydration brand in the US has announced the next phase of its European expansion with launches in Spain, Germany, France, Sweden and Iceland, building on its existing presence in the UK and Italy. The expansion will bring Liquid I.V.™’s science-backed electrolyte drink mixes to more Europeans and marks the brand’s continued growth, now available in 15 markets globally.
Liquid I.V.™ is a science-backed, lifestyle-led functional hydration brand that has disrupted the powdered hydration market in the US since it launched in 2015. Over the past three years, Liquid I.V.™ has rapidly expanded to 14 additional markets, including the new European markets. In the UK, Liquid I.V.™ has been the #1 powdered hydration category growth driver over the past year.
“Liquid I.V.™’s expansion across Europe marks an exciting new chapter for one of the leading powdered hydration brands,” said Gaurav Raisinghani, CEO of the Wellbeing Collective International at Unilever. “Following the strong momentum we’ve seen in the UK, we see a significant opportunity to bring Liquid I.V.™’s science-backed approach to enhanced hydration to more consumers across Europe. As increasingly active, on-the-go lifestyles drive demand for convenient and effective wellness solutions, we believe Liquid I.V.™ is uniquely positioned to lead the next phase of growth in functional hydration.”
Liquid I.V.™ is continuing to invest in hydration science to support product development and science-backed innovation in a fast-growing wellness category. With 15 completed clinical studies, the brand is building a robust evidence base to support its products and innovation pipeline. This includes clinical research into its latest patent-pending Sugar-Free formulations, which are designed to support effective hydration without sugar.
“Consumers are intentional about the products they choose, especially in wellness,” added Raisinghani. “Liquid I.V.™ is continuing to invest in science and clinical research to develop products that deliver on our brand promises – great taste and enhanced hydration3. Our goal is to help raise the standard for hydration solutions consumers can trust.”
As part of its European expansion, the brand will rollout both Liquid I.V.™ Hydration Multiplier® and Liquid I.V.™ Sugar Free through leading retail partners, including Amazon and Costco. Launches in Spain and Germany will be supported through Amazon, with Spain also available through Costco. Additionally, France, Sweden and Iceland will be available through Costco.
The expansion marks the next step in Liquid I.V.™’s ambition to help shape the future of functional hydration globally: science-backed, locally relevant and built for the way people live today.
