Powdered hydration player Liquid IV has expanded its portfolio with Sugar-Free, a lineup aimed at “growing consumer demand for zero-sugar hydration solutions”.
The eight-strong range comprises White Peach and Mango Pineapple in four pack sizes (rsps: £5/3x10g-£19.99/16x10g). Each serving contains amino acids L-Glutamine and L-Alanine, sodium (480mg), potassium (37gmg), magnesium (55mg) calcium (120g) and vitamins B3, B5, B12 and C (80%-100% RI).
Promising to deliver effective hydration without sugar, the two variants are sweetened naturally with stevia and provide about one-fifth of the calories of Liquid IV’s original formula.
Both lines were “formulated to support hydration, energy and immunity while reducing fatigue and contributing to physical and mental performance”, Liquid IV said. The Unilever brand’s science-led approach was “supported by a strong body of clinical research underpinning its efficacy”.
Sugar played “an important role in how our bodies absorb water. If you simply cut it out, you could lose some of the rehydration potential,” said Alexa Abdelaziz, Liquid IV R&D nutritional science senior manager.
“When developing the Sugar-Free range, we knew we needed an ingredient that could still enable enhanced water absorption. Our amino acid blend is a powerful alternative for sugar’s role in water absorption/hydration – and rigorous testing shows it’s highly effective at aiding absorption in the small intestine.”
The launch into all major retailers follows the successful debut of Sugar-Free in the US in 2023, where it now accounts for more than 30% of Liquid IV’s total sales.
Sugar-Free’s latest rollout came “as the UK hydration category continues to accelerate, alongside a growing consumer focus on everyday wellbeing”, Liquid IV said. “Research shows 65% of adults aged 18-65 feel they don’t drink enough water, while 52% cite hydration as their number one wellness goal.”
Liquid IV is now available in eight global markets. It landed in the UK from the US in 2024, having been acquired four years earlier by Unilever.
The brand has invested heavily in building awareness and trial in the UK, running activations at major festivals including Wireless Festival and All Points East in 2025 and 2026. A new year’s challenge in January on fitness tracking platform Strava attracted more than 88,000 participants.
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