Liquid I.V. Makes UK Debut

Liquid I.V. is scaling its electrolyte drink.

What’s happening: The US functional beverage brand has entered the UK via distribution through Sainsbury’s and Boots, closely following its expansion into Canada, Australia and China.

An integral part of Unilever’s health and well-being portfolio, sales of the powdered electrolyte and vitamin mix have grown fourfold since its 2020 acquisition, with the FMCG giant targeting everyday people in non-athletic settings to reach a wider audience.

Thirsty. Gaining traction, functional hydration is expected to top $58B globally as health-minded consumers swap sugary drinks for cleaner performance-boosting blends.

Innovating across formats, startups are quenching consumer thirst.

• After raising $70M+ and reaching $100M+ in annual revenue, Austrian electrolyte cube maker waterdrop is expanding globally and scaling physical stores.
• Born in 2001, Aussie brand Hydralyte has extended its reach in the UK, US and Canada by adding adaptogen and collagen extensions.
• Humantra, a plant-based, electrolyte and antioxidant mix, sells itself as a lifestyle, hosting run clubs and partnering with fitness studios to cultivate community.
• Just launched, canned electrolyte drink Cadence credits its high mineral salt content as the key to optimising cognitive and physical performance.

Getting in the mix, Huel’s new energy drink is loaded with electrolytes, and meeting rising demand, Danone’s Mizone Electrolyte + launched in China last year.

Takeaway: With the majority of UK residents not drinking enough water, Liquid I.V. is selling itself as a hydration hack worthy of behaviour change. Altering the mindset of the masses won’t be easy, but with more brands joining the crusade, awareness is growing.