Liquid IV has been synonymous with the hydration category since it came to market with its signature supplement, Hydration Multiplier. The health and nutrition company is arguably responsible for the whole increase in popularity of the hydration category, as since its rise, 1,000s of competing products have come to market. Very soon, Liquid IV is doing something that we kind of expected it to do earlier, but we’re still excited to see how it plays out.
Liquid IV has previewed a canned innovation, a very clearly 12oz or thereabouts, canned beverage. This would be the first premixed product the team has ever brought to market, although the big question that we have is what is going to be inside the innovation? The obvious guess is a canned sports drink, but we can’t help but think we’re in for an energy drink with a good amount of caffeine and a bunch of electrolytes for that signature benefit.
Whatever the mystery Liquid IV beverage innovation turns out to be, it’s going to make a monumental amount of noise, even more so if it’s an energy drink. We don’t often see a notable name bridging across into another format and category, and that is what we’re getting with this. No matter how it turns out, we look forward to the announcement, and more importantly, give it a try in what will undoubtedly be a variety of flavors to choose from.
