History

Liquid I.V. was established in 2012 by Brandin Cohen, Cameron Killeen, and Hayden Fulstone in El Segundo, California. The company quickly gained prominence for its innovative approach to hydration, utilizing a proprietary delivery system known as Cellular Transport Technology (CTT) to enhance the absorption of water and key nutrients. In September 2020, Liquid I.V. was acquired by Unilever, a multinational consumer goods company, marking a significant milestone in its growth trajectory. (mergr.com)

Products

Liquid I.V.'s flagship product is the Hydration Multiplier®, an electrolyte drink mix designed to provide rapid hydration more efficiently than water alone. The product lineup has expanded to include:

• –Hydration Multiplier® Sugar-Free: A zero-sugar variant catering to health-conscious consumers.
• –Hydration Multiplier®+ Energy: Combines hydration with a natural energy boost.
• –Hydration Multiplier®+ Immune Support: Fortified with vitamins to support the immune system.
• –Hydration Multiplier®+ Kids: Formulated specifically for children's hydration needs.
• –Hydration Multiplier®+ Gut Health: Aims to support digestive health alongside hydration. (unileverusa.com)

Ingredients and Formulation

The Hydration Multiplier® is formulated with a blend of ingredients designed to optimize hydration:

• –Electrolytes: Sodium (from salt and sodium citrate) and potassium (from potassium citrate) to maintain fluid balance.
• –Sugars: Cane sugar and dextrose to facilitate rapid absorption.
• –Vitamins: Vitamin C, B3 (niacin), B5 (pantothenic acid), B6, and B12 to support overall health.
• –Natural Flavors and Sweeteners: Derived from fruits and stevia leaf extract for taste. (liquid-iv.ca)

Scientific Basis

Liquid I.V. employs Cellular Transport Technology (CTT), a delivery system that enhances the rapid absorption of water and nutrients into the bloodstream. This technology leverages a precise ratio of sodium, glucose, and potassium to facilitate faster hydration compared to water alone. (facts.net)

Market Presence

As of 2024, Liquid I.V. products are available online and in over 80,000 retail locations across the United States. The brand has also expanded internationally, launching in countries such as Australia, Canada, China, Mexico, Italy, and the United Kingdom. (unileverusa.com)

Social Impact

Liquid I.V. is committed to addressing global hydration needs. The company has donated over 62 million servings to communities worldwide and aims to reach 150 million servings by 2032. Additionally, more than 1% of its revenue is allocated to its Impact Program, supporting initiatives that provide equitable access to clean water. (liquid-iv.com)

Consumer Reception

Liquid I.V. has received positive feedback for its effectiveness and taste. However, some consumers have reported mild side effects such as nausea or stomach upset. Additionally, the sodium content (500 mg per serving) may be a consideration for individuals monitoring their sodium intake. (healthline.com)

Legal and Regulatory Considerations

The company has faced legal challenges, including lawsuits alleging misleading claims about its hydration efficacy. In response, Liquid I.V. has adjusted its marketing materials to address these concerns. (healthline.com)