Liquid I.V. goes sugar-free ahead of World Hydration Day on Friday. 

The corporate, which was acquired by Unilever in 2020, is best known for its Hydration Multiplier powders. Nevertheless, as with many supplements, consumers were concerned in regards to the product’s sugar content. In response to the brand, a sugar-free formula was the number-one request from consumers. 

“That is the largest launch that we’ve had probably since our core Hydration Multiplier got here out on the inception of the corporate,” said Stacey Andrade-Wells, vp of selling at Liquid I.V. “Consumers have been asking us for sugar-free for years… Market trends are pointing towards a growing sugar-free market.”

In response, the brand is launching its Sugar-Free Hydration Multiplier, $25, in its classic Lemon-Lime flavor, in addition to two latest flavors: Green Grape and White Peach. 

Sugar-free drinks are top of mind for a lot of consumers. The #SugarFreeDrink hashtag on TikTok has garnered greater than 7 million views. The sugar content in Liquid I.V. (11 grams per serving) and other electrolyte hydration beverages has deterred customers.

“That is a serious moment since it allows us to supply a novel product that’s going to bring so many latest consumers into the world of functional hydration. There are consumers which have avoided entering into this space with us and experiencing the true advantages of being hydrated with Liquid I.V. because sugar has been a serious barrier for them, so for us not only does this round out and fill a serious gap inside our portfolio, nevertheless it’s a possibility for us to bring entirely latest consumers into our brand which have perhaps deselected us previously,” said Andrade-Wells.

The product features all-natural ingredients and doesn’t include any artificial sweeteners, like aspartame or sucralose.

“It was really necessary for us that if we’re going to succeed in this latest base of consumers, and we’re going to try to bring them in, we’ve got to do it with a uniquely designed product that absolutely never sacrifices the bar on functionality and the buyer profit. It’s a proprietary allulose and amino acid mix that’s used rather than the sugar,” said Andrade-Wells. “It’s [allulose] a rare naturally occurring sweetener. You will discover it in certain fruits like jackfruits, figs, raisins. It has the identical sweet texture and taste that you simply might expect from table sugar, nevertheless it doesn’t contribute to calories in the identical way and it doesn’t raise your blood glucose levels.”

Over the past few years, Liquid I.V. has expanded its portfolio to incorporate hydration powders meant to supply additional advantages, including Sleep Multiplier and Energy Multiplier. While the brand is starting with the three sugar-free options, the Liquid I.V. team might be monitoring customer feedback to tell future sugar-free flavors and multibenefit products.

As the brand new launch is predicted to herald latest consumers and more repeat users, it is predicted to advertise growth. While the Liquid I.V. team didn’t share a selected sales projection, this launch is estimated to end in a 15 to 30 percent lift, based on the brand.

The brand new sugar-free format is offered nationwide online and on Amazon. It’s going to roll out into Costco in early July and Walmart later this summer.