Liquid I.V. Expands its hydration portfolio in India with the launch of sugar-free range. Spread the love Following its successful India debut last year, Liquid I.V., the #1 powdered hydration brand in the U.S.A., has announced the launch of Liquid I.V. Sugar-Free in India. Introduced by Hindustan Unilever Limited, the new launch marks the next step in the brand's mission to redefine hydration for modern Indian consumers through science-backed, functional wellness solutions. As wellness-led lifestyles continue to shape consumer choices, Liquid I.V. Sugar-Free has been developed for consumers seeking cleaner, smarter hydration solutions without compromising on performance or taste. The launch further strengthens the brand's growing presence in India's rapidly evolving functional beverage space. India's sugar-free beverage category continues to witness strong growth, driven by increasing awareness around wellness, fitness, and mindful consumption. Consumer interest in no-sugar hydration beverages has also seen a sharp rise, reflecting the growing demand for cleaner and more functional alternatives. Commenting on the launch, Guntas Randhawa, Head of Liquid I.V., India, said, "The wellness and hydration category in India is evolving rapidly, driven by consumers who are increasingly prioritizing informed choices, functional benefits, and cleaner formulations. The launch of Liquid I.V. Sugar-Free reflects our commitment to expand the category with solutions that address emerging consumer needs while broadening access to science-backed hydration. As we continue to build the brand in India, this launch represents an important step in strengthening our portfolio and driving long-term growth within the wellness space." Built for India's affluent Gen Z and millennial consumers, Liquid I.V. Sugar-Free is designed for those who have made wellness an everyday lifestyle choice from movement and recovery to mindful nutrition and overall well-being. Liquid I.V. Sugar-Free is formulated with a proprietary amino acid blend including L-Glutamine and L-Alanine, which support sodium-dependent transport pathways in the gut to help enhance fluid absorption and support functional hydration - without glucose. The formula also contains: * Sodium, potassium, calcium, magnesium, and chloride. * 9 vitamins and minerals * Plant-based stevia * No artificial sweeteners or artificial colours * Proprietary Amino Acid Blend: Formulated with a proprietary amino acid blend that serves as an alternative to glucose, delivering the intended functional benefits while supporting the product's sugar-free proposition. The product is formulated to maintain optimal osmolarity while delivering superior hydration and replenishment. Launching in three distinct flavours - Mango Pineapple, Raspberry Melon, and Juicy Peach the range combines functionality, convenience, and taste for Indian consumers looking to integrate hydration into their everyday wellness routines. Liquid I.V. Sugar-Free is available on Liquid I.V. India's official website, leading e-commerce and quick-commerce platforms, and select retail channels across India. About Liquid I.V. Liquid I.V. is the #1 powdered hydration brand in the U.S.A., known for its science-backed hydration solutions designed to support faster and more efficient hydration. Built on its proprietary LIV HydraScience technology, the brand combines electrolytes, vitamins, and functional ingredients to support hydration, recovery, and everyday wellness. Launched in India by Hindustan Unilever Limited, Liquid I.V. continues to expand its hydration portfolio for the evolving Indian wellness consumer through innovative, functional, and convenient hydration solutions. About Hindustan Unilever Limited (HUL) Hindustan Unilever Limited (HUL) is India's largest Fast-Moving Consumer Goods company, with its products touching the lives of nine out of ten households in the country. HUL works to create a better future every day. Spread the love

Marketing: Danny Trejo Has a Baja Blast; Liquid I.V. Swings into Hollywood with Spider-Man. 00:00 / 00:00 Danny Trejo Has a Baja Blast Actor Danny Trejo, best known for playing the titular character in the "Machete" franchise, is now starring in Mountain Dew Baja Blast's latest national advertising campaign, "Have a Baja Blast." The 30-second commercial drops Trejo into Baja Beach, a fictional tropical paradise where Baja Blast bottles grow from palm trees, as he uses a machete to slice open the citrus-flavored CSD. Directed by filmmaker Dan Opsal and set to a remix of the 90s hit "No More I Love You's," the campaign leans into the over-the-top humor the Baja Blast brand has become notorious for. "With 'Have a Baja Blast,' we wanted to create something that feels as fun and refreshing as the drink itself," said Michael Smith, VP of marketing for Mountain Dew at PepsiCo Beverages U.S., in a press release. "Bringing Danny Trejo and his machete into this wildly imaginative Baja Beach world allowed us to lean into the kind of unforgettable storytelling that keeps fans coming back for more." Now airing across television, streaming and social media channels, "Have a Baja Blast" builds on a "breakthrough year" for the brand. In March, Baja Blast was named the official soft drink of the 2026 Major League Baseball (MLB) season. Accelerator Teams With Kai Trump on New Flavor Recently relaunched Accelerator Active Energy has launched Blue Raz Slush, a blue raspberry-inspired flavor created in collaboration with athlete and content creator Kai Trump, who joined the brand as a partner in 2025. The new SKU marks her first branded product partnership, according to Accelelerator. Like the rest of the brand's portfolio, Blue Raz Slush is formulated with 200mg of caffeine sourced from coffee beans and green tea, as well as plant-based thermogenics. The new offering is available on Amazon and at QuikTrip and other select retailers. "Working on Blue Raz Slush with the Accelerator team was such a fun experience because I was involved from the very beginning. We tested so many different versions to make sure the flavor felt authentic to my tastes and something I'd genuinely want to drink every day," said Trump in a statement. The launch expands Accelerator's roster of athlete-backed products, following the success of Livvy Dunne's Cotton Candy flavor, which became the brand's top-selling SKU across retail and ecommerce. Create Wellness Taps Kendall Toole Create Wellness - which recently moved into powdered beverages with a $20 million investment - is partnering with fitness instructor, entrepreneur and mental health advocate Kendall Toole on a new campaign aimed at broadening consumer perceptions of creatine. Launching on June 8, the initiative will focus on the supplement's applications beyond traditional sports nutrition, highlighting benefits related to cognitive function, recovery and energy support as part of a wider wellness routine. The campaign, which marks Toole's first national television advertising campaign, will also roll out across digital, social media and out-of-home channels. Liquid I.V. Swings into Hollywood with Spider-Man Liquid I.V. has joined forces with Sony Pictures' "Spider-Man: Brand New Day" as the film's exclusive functional hydration partner, marking its largest entertainment collaboration to date. The campaign will include co-branded products, fan experiences and on-screen integration tied to the upcoming film. To kick off the partnership, Liquid I.V. is releasing limited edition "Spider-Man: Brand New Day" packaging for two Hydration Multiplier flavors: Arctic Raspberry and Sugar-Free Raspberry Lemonade. Inspired by Spider-Man's signature red-and-blue suit, the products are available on the brand's website, on Amazon and at major retailers nationwide, including Target, Walmart, CVS, Walgreens, Kroger, Publix, and Meijer. "With 'Spider-Man: Brand New Day,' we saw an opportunity to connect with one of the most iconic heroes of all time in a way that feels both culturally relevant and deeply human," said Aaron Jones, chief media officer at Liquid I.V., in a press release. "At its core, Spider-Man is about rising to meet the moment, and that's exactly what our brand stands for." Phorm Energy Debuts First National TV Spot Phorm Energy, the energy drink brand produced by Anheuser-Busch and backed by 1st Phorm and Dana White, has debuted its first national television commercial. The 15-second spot stars MMA fighter Michael Chandler as he prepares for a workout, highlighting Phorm's Screamin' Freedom flavor and emphasizing the brand's positioning around performance and discipline. "Launching our first national TVC is a monumental milestone for Phorm Energy, and there was no better way to bring it to life than with Michael Chandler and Dana White," said Thomas Russell, GM of Phorm Energy, in a statement. "This spot is a direct reflection of what we stand for: no shortcuts, just pure resilience and hard work." Essentia Unveils 'Beat the Formula' Essentia Water is expanding its "Change the Equation" marketing platform with the launch of "Beat the Formula," a new brand campaign designed to challenge category norms. The 90-second spot follows athletes and performers - including trail runners, boxers, archers, drummers and dancers - in high-pressure moments. The campaign is supported by out-of-home, streaming, social and TikTok activations in key markets like New York, Los Angeles and Miami. Unlock the articles, expert interviews, and data reports that power the food and beverage industry. Join our community and stay ahead with exclusive insights from BevNET and Nosh.