Unilever-owned functional hydration brand, Liquid I.V., has expanded its portfolio to meet consumer demands for better-for-you products – with the launch of its new Sugar-Free Hydration Multiplier, the brand’s first sugar-free offering for the Australian market.
Available in flavours Peach and Raspberry Melon, the company stated Liquid I.V. Sugar-Free Hydration Multiplier marks a major breakthrough in hydration science.
Unilever Wellbeing senior vice president R&D, Lori Lauersen, said sugar is often used as a key ingredient in electrolyte beverages for hydration support, so it is not as simple as removing it.
“We clinically tested countless sugar-free formulations to ensure that we weren’t just ticking a box, but creating a formula backed by science that truly supported functional hydration,” said Lauersen.
“What we developed was a proprietary amino acid blend only available in our Sugar-Free Hydration Multiplier, all delivered within the delightful flavours that Liquid I.V. is known for.”
Liquid I.V. Sugar-Free Hydration Multiplier aims to deliver hydration that supports consumers in maintaining their wellness goals, including four essential vitamins (B3, B5, B12 & C) and minerals, a blend of amino acids containing alanine and glutamine, and key electrolytes sodium, potassium, calcium and magnesium.
Unilever Wellbeing Australia senior brand manager, Harrison Power, said the launch of Liquid I.V. Sugar-Free marks a step forward in cementing the brand as a hydration innovator.
“With the hydration category booming, and increasing consumer demand for sugar-free options, there is still a significant 75 per cent penetration headroom opportunity for oral rehydration solutions in Australia,” said Power.
“This breakthrough innovation will remove barriers to consumption, enabling higher purchase frequency, and unlock the next phase of brand and category growth.”
The new Liquid I.V. Sugar-Free Hydration Multiplier is now available exclusively in 10 and 24 pack sizes at Chemist Warehouse, and a 30-pack size in Costco.
