Unilever has launched powdered hydration brand Liquid I.V.® in the UK following the brand’s success in the USA.  

The food supplement is an electrolyte powder mix designed to deliver enhanced hydration and will be available to UK customers in three flavours: Lemon Lime, Strawberry and Passionfruit.

Liquid I.V. was formulated to quickly replenish electrolytes lost through physical exercise and an active lifestyle. It contains seven essential vitamins and minerals: vitamins B3, B5, B6, B12 and C and sodium and potassium. The supplements are free from artificial colours and sweeteners, and are vegan and gluten free. 

The UK launch will be supported by a dynamic marketing campaign including a billboard takeover in Piccadilly Circus in May, brand partnerships and Unilever’s largest ever in=store and online sampling campaign.  

Liquid I.V. is also working with retailers to better define the hydration category for shoppers, developing prominent shopper destinations in-store and online by creating new fixtures and dedicated Liquid I.V.  hydration zones.

Jostein Solheim, Unilever Health & Wellbeing CEO, says: “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 U.S. and adapted these insights for the UK so that we can support the British consumers on their wellbeing journey.” 

Liquid I.V. will launch in Sainsburys and Boots stores later this month, and on Amazon in the summer.