Who Owns Liquid I.V.?
Liquid I.V. is a powdered hydration brand wholly owned by Unilever plc (LSE: ULVR), which acquired it in 2020. Founded in 2012 by Brandin Cohen and based in El Segundo, California, its Hydration Multiplier electrolyte drink mix is the number one powdered hydration brand in the US and the largest brand in Unilever's Health and Wellbeing business, exceeding 1 billion dollars in retail sales.
Liquid I.V. Timeline
Who Owns Liquid I.V.?
- Parent Company: Unilever plc
- Ownership Type: Wholly owned
- Acquisition Year: 2020
- Company Type: Publicly Traded
- Stock Ticker: LSE: ULVR
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Liquid I.V. | Unilever plc | Wholly owned |
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History of Liquid I.V.
- Founded: 2012
- Founders: Brandin Cohen
- Acquired by Unilever plc: 2020
Brandin Cohen founded Liquid I.V. in 2012 in El Segundo, California, after watching athletes chug sugary sports drinks and recognizing a gap for a clean, science-backed hydration product. The company's Hydration Multiplier used Cellular Transport Technology, a branded description of the glucose-sodium mechanism that speeds water absorption, packaged in single-serve stick packs.
Growth ran through direct-to-consumer subscriptions and early influencer partnerships unusual for a beverage startup, followed by Costco placement that put the stick packs in front of mass shoppers. By the late 2010s it was one of the fastest-growing functional beverage brands in the US.
Unilever acquired it in 2020 as part of its push into functional nutrition, keeping Cohen's team and the El Segundo base. Under Unilever the brand quadrupled in size, expanded to the UK, Canada, Australia, Mexico, and the Netherlands, and crossed 1 billion dollars in retail sales. CEO Mike Keech, who joined as an early employee and later led the company, has described it as Unilever's largest health and wellbeing brand. The 2025 launch of a sugar-free energy line extended it beyond hydration into adjacent functional territory.
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About Unilever plc
What does Unilever own?
As of April 2026, Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing (Dove, Vaseline, TRESemme, Pond's), Personal Care (Axe/Lynx, Rexona/Sure, Lux, Lifebuoy, Close Up), Home Care (Domestos, Cif, Surf, Omo, Comfort), and Nutrition (Knorr, Hellmann's, pending transfer to McCormick upon deal close). Unilever no longer owns ice cream brands (Magnum, Walls, Ben & Jerry's, Breyers) following the 2025 Ice Cream demerger. The March 31, 2026 McCormick combination, expected to close mid-2027, will transfer Hellmann's, Knorr, Frank's RedHot, French's, Cholula, and Maille to the expanded McCormick entity. The company also owns approximately 61% of Hindustan Unilever Limited, a publicly listed subsidiary in India.
Is Unilever publicly traded?
Yes, Unilever plc is listed on the London Stock Exchange under ticker ULVR and on Euronext Amsterdam under ticker UNA. American Depositary Receipts are listed on the New York Stock Exchange under ticker UL. The company does not have a controlling shareholder, and its shares are held primarily by institutional investors. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom.
Who founded Unilever?
Unilever was formed in 1929 through the merger of Lever Brothers, a British soap company founded by William Hesketh Lever in 1885, and Margarine Unie, a Dutch margarine producer formed through the merger of the Jurgens and Van den Bergh companies in 1927. The founders of the predecessor companies include William Lever, James Darcy Lever, Antonius Johannes Jurgens, and Samuel van den Bergh.
Where is Unilever headquartered?
Unilever is headquartered in London, United Kingdom. The company's registered office and principal executive offices are located in London. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom and ending the separate Unilever N.V. Dutch entity. The company's shares continue to trade on both the London Stock Exchange and Euronext Amsterdam.
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How many brands does Unilever own?
Unilever currently owns over 400 brands across Beauty and Wellbeing, Personal Care, Home Care, and Nutrition. Following the completion of the McCormick Foods combination (expected mid-2027), Unilever's portfolio will narrow to its HPC brands, with the largest being Dove, Axe/Lynx, Rexona/Sure, Vaseline, Domestos, Cif, Surf, and Omo. The company's food brands (Hellmann's, Knorr) are included in the McCormick deal and will transfer upon close.
Who owns Unilever?
Unilever plc is a publicly traded company with no controlling shareholder. The company's shares are held primarily by institutional investors including major asset managers and index funds. No single shareholder holds a majority stake in Unilever. Fernando Fernandez serves as CEO, having been appointed in March 2025 following the departure of Hein Schumacher. The company's board includes a majority of independent non-executive directors.
- Founded: 1929
- Headquarters: London, England, United Kingdom
- Company Type: Publicly Traded
- Stock: LSE: ULVR
- Revenue: approximately €59.7 billion (FY2025)
- Employees: Approximately 128,000
Where Is Liquid I.V. Made / Based?
- Headquarters: El Segundo, California, USA
- Manufacturing / Operations: United States
Liquid I.V. Categories & Tags
Awards & Recognition
Liquid I.V. regularly appears in best hydration product roundups and has received health and wellness industry recognition for its formulation. Unilever has publicly designated it a Power Brand and its largest health and wellbeing product.
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Liquid I.V. Ownership: Pros & Cons
Advantages
- +Category leadership with number one market position
- +Unilever distribution and marketing scale behind it
- +Over 1 billion dollars in retail sales and growing
- +Autonomous brand operation preserving startup agility
- +International expansion still early in its runway
Considerations
- -Crowded category with deep-pocketed imitators
- -Sugar content in the original formula draws health scrutiny
- -Acquisition price means Unilever needs continued growth for returns
- -Trend-driven functional beverage demand can fade quickly
- -Dependence on one hero product line
Frequently Asked Questions About Liquid I.V.
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Sources & Further Reading
Competitors to Liquid I.V.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Pepsico | USA | 1965 | Mass market | Global | All Genders | |
| Coca Cola Company | USA | 1996 | Mass market | Global | All-ages | |
| Hint | USA | 2005 | Challenger | United states | All-ages | |
| Karma Culture | USA | 2011 | Challenger | United states | All-ages | |
| Keurig Dr Pepper | USA | 2015 | Premium | United states | All Genders | |
| Drink Lmnt | United States | 2018 | Premium | United states | Unisex |
Learn More About Competitors
Food BeverageGatorade
Owned by PepsiCo, Inc.
American brand of sports-themed beverage and food products manufactured by PepsiCo, designed to replenish electrolytes during physical activity.
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Food BeverageGlaceau
Owned by The Coca-Cola Company
Enhanced water beverage company and parent brand of Vitaminwater and Smartwater, owned by The Coca-Cola Company.
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Food BeverageHint Water
Owned by Hint, Inc.
Hint is the independently owned unsweetened flavored water brand founded by Kara and Theo Goldin in 2005, pioneering the no-sugar, no-sweetener essence-infused water category.
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Food BeverageKarma Water
Owned by Karma Culture LLC
Karma Water is the flagship brand of Karma Culture LLC, a private New York beverage company known for its patented PushCap that stores nutrients in the cap until the drink is mixed.
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Food BeverageCore Hydration
Owned by Keurig Dr Pepper
Premium purified water with balanced pH and added electrolytes, owned by Keurig Dr Pepper.
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Food BeverageLMNT
Owned by Drink LMNT, Inc.
Zero-sugar electrolyte drink mix brand developed by Robb Wolf and the Ketogains community, sold by private company Drink LMNT, Inc. of Florida.
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Competitive Analysis
Market Positioning: Liquid I.V. competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Independent Alternatives to Liquid I.V.
Looking for brands with different ownership structures? These similar brands are not owned by Unilever plc, giving you alternative choices that support different corporate structures.
Food BeverageHint Water
Owned by Hint, Inc.
Hint is the independently owned unsweetened flavored water brand founded by Kara and Theo Goldin in 2005, pioneering the no-sugar, no-sweetener essence-infused water category.
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Privately Owned
Hint Water is privately owned, unlike Liquid I.V. which is under a publicly traded parent company.
Food BeverageKarma Water
Owned by Karma Culture LLC
Karma Water is the flagship brand of Karma Culture LLC, a private New York beverage company known for its patented PushCap that stores nutrients in the cap until the drink is mixed.
enhanced-waterfunctional-waterprobiotics
Privately Owned
Karma Water is privately owned, unlike Liquid I.V. which is under a publicly traded parent company.
Food BeverageLMNT
Owned by Drink LMNT, Inc.
Zero-sugar electrolyte drink mix brand developed by Robb Wolf and the Ketogains community, sold by private company Drink LMNT, Inc. of Florida.
electrolyteshydrationzero-sugar
Privately Owned
LMNT is privately owned, unlike Liquid I.V. which is under a publicly traded parent company.
Food BeverageFiji Water
Owned by The Wonderful Company
Premium bottled water brand sourced from an artesian aquifer in Fiji, owned by The Wonderful Company.
bottled-waterbeveragepremium-water
Privately Owned
Fiji Water is privately owned, unlike Liquid I.V. which is under a publicly traded parent company.
Food BeverageTropicana
Owned by Tropicana Brands Group
American fruit juice brand best known for its not-from-concentrate orange juice, owned by Tropicana Brands Group since 2021.
juiceorange-juicebeverage
Privately Owned
Tropicana is privately owned, unlike Liquid I.V. which is under a publicly traded parent company.
Food BeverageAG1
Owned by AG1
Daily green powder supplement formerly known as Athletic Greens, sold by subscription by AG1, a private wellness company valued above $1 billion.
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Privately Owned
AG1 is privately owned, unlike Liquid I.V. which is under a publicly traded parent company.
Unilever plc Stock Information
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