Unilever is launching its US hydration brand Liquid IV in the UK.
The FMCG giant, which snapped up the supplement business four years ago, said four in five Brits are not drinking enough water.
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Unilever has secured listings at supermarket group Sainsbury’s and pharmacy chain Boots for its Hydration Multiplier range.
The products are developed “for enhanced water absorption in the body” and to “rapidly replenish electrolytes” lost through exercise, the company said.
Jostein Solheim, the CEO of Unilever’s Health & Wellbeing business unit, said: “It’s clear the UK consumers are ready for a science-backed product like Liquid IV given that hydration is the country’s leading wellness trend, which is why we are bringing the brand across the pond.”
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To support the launch, Unilever said it was embarking on its “largest ever in-store and online ‘sticks in hand’ sampling campaign in the UK”.
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By GlobalDataEarlier this month, the group set out plans to invest $80m into a US facility to boost the production capacity for Liquid IV.
The group is expanding and automating parts of its site in Jefferson City.
Upgrades to the plant include automated packaging lines, a blending room, as well as heating and cooling modifications to the building’s infrastructure.
Unilever acquired Liquid IV in 2020. The powder mix brand was created in California by Brandin Cohen in 2012.
The Jefferson City site has roughly 450 workers. In January, Unilever announced it would invest $25m to extend the site’s storage and warehousing.
Earlier this week, the group announced plans to separate its ice-cream operations from the rest of the business. Unilever said it is weighing up options but indicated a demerger was the most likely outcome.
