Liquid IV, the thirst-quenching brand best known for its aromatic, travel-friendly electrolyte beverage powders, will further bolster their non-genetically modified line of products by including a blend to support the immune system. The Hydration Multiplier + Immune Support Mix, which was launched on store shelves across the country at major retailers (Walmart, Amazon, Costco) last Thursday, offers a lemony-tasting fusion of vitamins C and D, zinc and wellmune (beta-glucan from natural Yeast) provide hydration from two to three glasses of water.
“We are excited to bring a product that combines science and wellness to deliver cutting-edge formulas to our consumers. Science is always at the forefront of all of our products, ”Brandin Cohen, Founder and CEO of Liquid IV, said in a statement. “Our Immune System Support Mixture is carefully designed to keep the immune system strong and healthy – something more important than ever.”
The announcement comes a month after announcing the acquisition with Unilever and a number of new product launches, such as the Energy Multiplier blend and a nationwide expansion at Walmart.
According to Alexis Warchalowski, Head of Marketing at Liquid IV, the pandemic led the company to face the unique challenges of brand growth during a global crisis, including transforming its marketing event team into a Covid Response Unit.
“As a result of our efforts, we have delivered 3.7 million sticks to frontline workers,” she said. “It’s a real representation of our values as a brand.”
Adding the Hydration Multiplier + Immune Support category was important to Liquid IV as the community sought ways to stay strong and balanced, “whether they were exercising or navigating their new normal,” Warchalowski said.
The combination of pandemic and nationality at Walmart prompted the company to launch three new flavors of its flagship hydration product – the Hydration Multiplier – in guava, watermelon and apple pie. Working with DJ Steve Aoki (strawberry cake) and Justin Bieber (guava and hibiscus, a combination inspired by the singer’s summer hit “Yummy”), the brand also launched limited-edition flavors this year.
“As we grow, our community and mission will remain at the forefront of everything we do, and we will continue to innovate in wellness to meet the needs of our community and expand our giveback mission to include more Reaching people than ever before, “said Warchalowski.
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