Hindustan Unilever launches Liquid I.V. sugar-free in India
New sugar-free hydration solution targets India’s growing wellness-conscious consumers with science-backed ingredients, functional benefits, and three flavour options.
INDIA – Hindustan Unilever Limited (HUL) has expanded its functional wellness portfolio in India with the launch of Liquid I.V. Sugar-Free, the latest addition to the brand’s hydration range.
The introduction follows the successful debut of Liquid I.V. in India last year and reinforces the company’s focus on meeting rising consumer demand for science-backed hydration solutions.
Liquid I.V., recognized as the leading powdered hydration brand in the United States, said the new product has been developed for consumers seeking effective hydration without added sugar while maintaining taste and performance.
The launch marks another step in the brand’s strategy to strengthen its presence in India’s rapidly growing functional beverage market.
The company noted that changing consumer lifestyles and increasing interest in wellness are driving demand for products that offer both convenience and functional benefits.
India’s sugar-free beverage segment has continued to record strong growth as consumers become more conscious about fitness, nutrition, and healthier consumption habits.
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.
Randhawa added: “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.”
Targeted primarily at affluent Gen Z and millennial consumers, Liquid I.V. Sugar-Free is designed for individuals who have incorporated wellness into their daily routines, including exercise, recovery, mindful nutrition, and overall health management.
The product features a proprietary amino acid blend containing L-Glutamine and L-Alanine, ingredients formulated to support sodium-dependent transport pathways in the gut and enhance fluid absorption without the use of glucose. According to the company, the formulation is designed to maintain optimal osmolarity while supporting hydration and replenishment needs.
Liquid I.V. Sugar-Free is being launched in three flavours—Mango Pineapple, Raspberry Melon, and Juicy Peach—combining functionality, convenience, and taste for consumers seeking everyday hydration solutions.
The product is available through the official Liquid I.V. India website, major e-commerce and quick-commerce platforms, as well as selected retail outlets across the country. The launch further strengthens HUL’s position in India’s evolving wellness and functional beverage sector.
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