INDIA ENTRY

Liquid I.V.™ ’s entry into the Indian market - overall rehydration category performance and potential for the category and brand in India. Why India? Why Now?  

  • Market Opportunity: India’s electrolyte drinks category is valued at €208M, growing at 23% YOY, with 66%(Mat’25) growth in search trends for electrolytes.
  • Consumer Trends: Shift from caffeine-laden energy drinks and artificial sweeteners towards clean, calorie-conscious hydration solutions.

Who is the Liquid I.V.™ consumer in India?

  • Target Audience:
  • Age: 18-45 years; affluent and super-affluent.
  • Personas: Fitness enthusiasts, travelers, nightlife lovers, music fans.

How does the brand differentiate itself from other existing rehydration / energy drink brands?

  • Liquid I.V.™ is designed with an optimized ratio of glucose, sodium and potassium & provides optimal osmolarity which helps in accelerated transport of water via the sodium-glucose active transport system, which provide faster hydration than water alone.

What would be the key competition brands for Liquid I.V.™ in India?

  • Orsl/Gatorade/Monster/Red Bull

Why and how should a consumer integrate Liquid I.V.™ into their lifestyle?

  • Liquid I.V.™ with its optimal osmolarity provides you with faster hydration than water alone be it during your active gym/work out session or long hours of travels.

What are the price points for Liquid I.V.™ and are they different for the Indian market?

  • Liquid I.V.™ 1 stick (16g) is priced at INR 120 per stick while that in the US is priced at $1.6 (~INR 138)

Where will it be available in India?

How many flavors are being launched / Reason behind choosing these flavors for the India launch?

  • ACAI BERRY, BRAZILIAN ORANGE AND LIME & LEMON. Liquid I.V.™ has been built on the bedrock of superior functionality and great taste. Hence, even for India the flavors were selected basis what the Indian consumer likes and growing demand spaces.

Plans to launch new / additional flavors in India?

  • Liquid I.V.™ in the US has been built on the bedrock of superior functionality and great flavors. We plan to execute the same strategy for India

Why is Liquid I.V.™ costlier than all its competitor products?

  • Liquid I.V.™ is scientifically designed with the optimal osmolarity that gives you faster hydration than water alone. is the formulation is designed with an optimized ratio of glucose, sodium, potassium and vitamins. Sodium and water absorption increases in the presence of glucose via the glucose-sodium active transport system. This increased absorbed water gets distributed all over the body for cellular hydration. In addition, it has no artificial sweeteners, no caffeine, all natural flavors and gluten free.

PRODUCT INFO

  • Each stick of Liquid I.V.™ contains the optimized ratio of glucose, sodium, potassium and vitamins to deliver water and key nutrients directly to your body faster and more efficiently than water alone.
  • Yes Liquid I.V.™ is Gluten- Free
  • Liquid I.V.™ is not a vegan-certified product, however, none of our ingredients are of animal origin.
  •  Each stick of Liquid I.V.™ contains 65.7 Kcal, contributing to 3% of the recommended daily allowance (RDA)
  • Liquid I.V.™ Hydration Multiplier does not have any caffeine. However, it does contain B vitamins, which may help with the natural boost of cellular energy.
  • We have added natural flavors containing real fruit extracts into the Liquid I.V.™ product.

MEDICAL RESEARCH / APPROVALS / SCIENCE-BACKED FORMULAE

Are Liquid I.V.™ products backed by medical studies / research?

  • Liquid I.V.™ formulation containing the specific ratio of sugar and electrolytes is designed according with the World Health Organization’s (WHO) recommended formulation.

Could you share details on LIV HYDRASCIENCE™ & Hydration Multiplier™?

  • Liquid I.V.™ 's formula is backed by Hydra science™ which helps to optimize the absorption of water and essential nutrients into the bloodstream. Hydration Multiplier™ is designed with an optimized ratio of glucose, electrolytes and essential vitamins to turn ordinary water into extraordinary hydration.

Is it approved by DCGI / FSSAI in India?

  • It is approved by Food safety and standard Authority of India (FSSAI) under category 13.

Why is it called I.V.? Is it a medicinal product? /Why is it called I.V.? Is it supposed to be taken intravenously/Why do you call it an I.V? This is misleading consumers?

  • We would like to emphasize that the letters “I.V.” in our brand name neither stand for “intravenous”, nor is it our intention to convey such a meaning. Whilst ‘I.V.’ is a core component of our brand name, it is always used with ‘Liquid’ and never alone. The brand name Liquid I.V.™ is a coined/distinctive term which is emphasized by the fact that Unilever has obtained protection for it as a trademark in various jurisdictions around the world.
  • To further clarify, the Liquid I.V.™ label also presents ‘Electrolyte Drink Mix’ in the label below the product name.
  • The Merriam-Webster1 medical dictionary states ‘IV’ as Intravenous, with no full stop ‘.’ between the letters ‘I’ and ‘V’

Why is it not available in a more convenient format like Ready to drink beverages?

  • A powder format increases the shelf life of the product compared to a beverage, so you can store it for longer, maintaining the fresh taste and efficacy of the product on the go. Lastly, the carbon footprint of an RTD is higher than a powder format when we consider its packaging components and distribution logistics.

HANGOVER

Is Liquid I.V.™ a good cure for hangovers?

  • Liquid I.V.™ is a great-tasting electrolyte drink mix that is scientifically formulated to help restore electrolyte imbalances that occur through performance and sport, heat and sun, travel and adventure to deliver improved hydration.

ANIMAL TESTING

Does Wellbeing Collective (WBC) test its products on ingredients on animals?

  • WBC is aligned with Unilever’s approach and leverages the industry-leading work done by Unilever’s safety scientists based in SEAC.
  • We do not test on animals and believe that animal testing is not needed to make sure that our products are safe for people to use and safe for our planet; we use leading edge safety science, not animals, to evaluate the safety of our products and ingredients

SUGARS

Sugars Overview:

With Liquid I.V.™ closely associated with the health and wellness space, there may be questions about the ingredients in the product.  As formulations may vary across local markets, please work with your local Unilever WBC team and Golden Triangle teams to review claims and positioning around sugar.  Below is the US response as reference; however, the option to position different Liquid I.V.™ products for different usage occasions isn’t available yet at the local market level.

Does Liquid I.V.™ have a lot of sugars?

  • I am so glad that you brought up this question, it is a common misconception about our Liquid I.V.™ products. Did you know that one serving stick of Liquid I.V.™ contains as much sugar as an apple?

I saw that Liquid I.V.™ in the US offers a Sugar-Free variety.  Why is that not available in (insert market)?

  • We are actively looking to introduce additional product flavors and varieties as we continue to expand Liquid I.V.™ globally.

I have diabetes. Is Liquid I.V.™ ok/safe for me?

  • For any medical condition please consult your physician before taking Liquid I.V.™

Please find the below closing statement for Sugar

  • Liquid I.V.™ is designed with optimum ratio of glucose and electrolytes which helps in faster and better hydration than just with water alone. The formulation containing the specific ratio of sugar and electrolytes is designed according with the World Health Organization’s (WHO) recommended formulation for an optimal Oral Rehydration Solution (ORS). The evidence provided by consensus opinions/reports from authoritative bodies shows that glucose electrolyte solutions with an osmolality which is isotonic or slightly hypotonic with respect to plasma (i.e. 200-330 mOsm/kg water) maximize the rate of water uptake, and that the addition of carbohydrates to electrolyte solutions promotes water absorption in the small intestine (SCF, 2001).
  • Liquid I.V.™ products are manufactured maintaining the highest quality check standards and conforms to all the applicable guidelines set by FSSAI for Health Supplement Category.
  • According to the FOOD SAFETY AND STANDARDS (LABELLING AND DISPLAY) REGULATIONS, 2021), the daily allowance of added sugar is 50 grams per 100 grams. Each serving of Liquid I.V.™ is calculated for added sugar, which represents approximately 22% of this daily allowance, leaving room for other sources of added sugar throughout your day.
  • You get just the amount of sugar needed to hydrate yourself faster and better.

PLASTICS AND STICKS

Plastic Stick Packaging Overview:

  • This is a particular focus for us as Liquid I.V.™ has an unwavering commitment to purpose and innovation. This is a complex technical challenge but we’re actively exploring a range of solutionsto reduce our use of plastic stick and replace them with alternatives.
  • This includes packaging alternatives, material alternatives, and innovative formats, in addition to stimulating the collection and recyclability of these materials.
  • There are no quick fixes, but we are fully committed to working with industry partners and other stakeholders to develop solutions that are viable and scalable.

Why doesn’t Liquid I.V.™ have larger formats or non-single serve packaging to cut down on plastic?

  • We are actively exploring a range of solutions to reduce our use of plastic stick and replace them with alternatives. This includes packaging alternatives, material alternatives and innovative formats. The cartons are FSC (Forest Stewardship Council) certified meaning equal number of trees are planted which are used in making of the cartons.

Why isn’t Liquid I.V.™ utilizing more sustainable alternatives to plastic stick like other food brands?

  • Liquid I.V.™ has an unwavering commitment to purpose and innovation, which is why we are actively exploring alternatives to plastic stick that are viable and scalable while also protecting the integrity of the product as a convenient solution to deliver better hydration than water alone*. The cartons are FSC (Forest Stewardship Council) certified meaning equal number of trees are planted which are used in making of the cartons.

Why isn’t Liquid I.V.™ produced in another format (such as a tablet) that allows its packaging to be both convenient and sustainable?

  • Liquid I.V.™ is scientifically developed to deliver better hydration than water alone with electrolytes and essential vitamins*. A powder mix is one of the best formats to achieve hydration, as it is mixed in 500ml water for better hydration.
  • We are actively exploring a range of solutions to reduce our use of plastic stick and replace them with alternatives. This includes packaging alternatives, material alternatives and innovative formats

Is the packaging sustainable and Recyclable?

  • The pouches and cartons are recyclable, hence sustainable. Moreover, the cartons are FSC (Forest Stewardship Council) certified meaning equal number of trees are planted which are used in making of the cartons. The stick pack laminate is non-recyclable.

Why is it a single use pack? This is so bad for climate and sustainability.

  • A single use pack ensures the right dosage of the product and is convenient to carry for on-the-go usage.
  • The cartons are FSC (Forest Stewardship Council) certified meaning equal number of trees are planted that are used in making the cartons. The stick pack laminate is non-recyclable. The pouches and cartons are recyclable.