Liquid IV Hydration Mix

Liquid IV sells packets of electrolyte powder that you add to water. Positioning itself as the hydration choice for people who go out drinking, go to festivals, or exercise in heat. The brand uses packaging with bright colors and bold sans-serif type that looks more like candy than medicine. Cellular Transport Technology is a branded term for the ratio of sodium, potassium, and glucose that increases water absorption in the small intestine. The science behind it is real even if the branding makes it sound like marketing. Acquired by Unilever in 2020 for $500 million, Liquid IV shows how large the hydration category has become. Packets cost about $1.50 each and the flavors range from Lemon Lime to Passion Fruit. Sweet and salty, the taste grows on you after the first few uses. I've mixed feelings about the product because it works well after exercise or a hangover. Company social media promotes it as a daily necessity for healthy people, and I am skeptical that someone drinking enough water doesn't need electrolyte supplementation. The clever part of the design is the single-serve packet that fits in a pocket or a wallet, because that portability turns it into a habit rather than a treatment.