UK – Unilever, the British multinational fast-moving consumer goods company, has introduced its US hydration brand, Liquid IV, into the UK market for the first time, aiming to address the prevalent issue of inadequate hydration among Brits.
The FMCG giant, which acquired the supplement business four years ago, identified a significant gap in hydration levels among UK consumers, with four in five Brits reportedly not drinking enough water.
In response, Unilever has secured listings at major retailers including supermarket group Sainsbury’s and pharmacy chain Boots for its Hydration Multiplier range.
Jostein Solheim, CEO of Unilever’s Health & Wellbeing business unit, highlighted the timeliness of Liquid IV’s launch in the UK, stating, “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.”
To support the launch, Unilever is rolling out its “largest ever in-store and online ‘sticks in hand’ sampling campaign in the UK,” aiming to raise awareness and drive consumer engagement with the brand.
This expansion comes on the heels of Unilever’s recent announcement to invest $80 million in enhancing the production capacity for Liquid IV at its US facility in Jefferson City.
The investment includes upgrades such as automated packaging lines and modifications to the building’s infrastructure to meet growing demand.
Liquid IV, originally created in California by Brandin Cohen in 2012, has seen rapid growth since its acquisition by Unilever in 2020.
The Jefferson City site, which currently employs approximately 450 workers, is undergoing further expansion with an additional US$25 million investment to extend storage and warehousing capabilities.
In a strategic move to streamline its operations, Unilever also revealed plans to separate its ice-cream operations from the rest of the business.
The company stated that following separation, Unilever will operate as a simpler, more focused entity across four Business Groups, including Beauty & Wellbeing, Personal Care, Home Care, and Nutrition.
“These Business Groups have complementary routes to market, and/or R&D, manufacturing and distribution systems, across both developed markets and Unilever’s extensive emerging markets footprint,” read the company statement.
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