Liquid I.V. is going sugar-free ahead of World Hydration Day on Friday.
In response, the brand is launching its Sugar-Free Hydration Multiplier, $25, in its classic Lemon-Lime flavor, as well as two new flavors: Green Grape and White Peach.
“This is a major moment because it allows us to offer a unique product that’s going to bring so many new consumers into the world of functional hydration. There are consumers that have avoided stepping into this space with us and experiencing the true benefits of being hydrated with Liquid I.V.
“It was really important for us that if we’re going to reach this new base of consumers, and we’re going to attempt to bring them in, we have to do it with a uniquely designed product that absolutely never sacrifices the bar on functionality and the consumer benefit. It is a proprietary allulose and amino acid blend that is used in place of the sugar,” said Andrade-Wells. “It’s [allulose] a rare naturally occurring sweetener. You can find it in certain fruits like jackfruits, figs, raisins.
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