Over the past decade, the world of wellness and nutrition has expanded exponentially. People all around the globe have sought to become more and more educated about human nutrition. Influencers and entrepreneurs of all genres have advertised their own personal preferences on the subject.
But the question has always remained for nutritionists: How can we make a better, faster-working product that appeals to the masses? Liquid I.V. founder and CEO, Brandin Cohen, took this challenge to a whole new level.
How It All Started
In an interview with Forbes, Cohen explained the motivation behind creating this new and revolutionary product. “I wasn’t a scientist, but had always been obsessed with health and wellness and how to optimize performance … I started learning about how sodium, potassium, and glucose are utilized to help water absorb in the body faster. And that’s where the idea for Liquid I.V. was sparked.”
Every entrepreneur knows that in order to successfully sell a product, you need to find a way to make it stand out. There’s plenty of sports energy drinks out there, so what makes Liquid I.V. so special?
“I couldn’t believe there were no other healthy hydration options on the market except for sports drinks filled with artificial ingredients. So we set out to develop the best functional beverages that combine science, great taste, and support everyday wellness for all.”
In 2012, Liquid I.V. was officially founded. Since then, Cohen’s end goal has always been promoting a healthier lifestyle through his product.
The Science Behind Liquid I.V.
Liquid I.V. is, in its simplest terms, a hydration boosting electrolyte drink. Made with clean and simple ingredients, Liquid I.V. boosts energy and provides a variety of vitamins to enhance the body’s immune system.
During his development of the product, Cohen partnered with numerous scientists to develop a profound new technique, called CTT (cellular transport technology), which hydrates the body up to two to three times faster than water alone. This enables water and other nutrients to be absorbed into the bloodstream much more rapidly.
While also being non-GMO, vegan, gluten-free, soy-free and dairy-free, Liquid I.V. has become available to a much wider audience than any unnatural and artificial energy drinks.
Giving Back to the Community
A major part of Cohen’s mission with Liquid I.V. has been giving back to communities all around the world. Cohen started out small in 2014 by donating 500 servings of Liquid I.V. to a homeless shelter in Los Angeles. The following year, 28,000 servings were donated to the community in Haiti.
At this point, Liquid I.V. had been gaining more and more attention. In 2018, they partnered with Direct Relief, one of the largest humanitarian organizations, to expand their efforts to the world even more.
Cohen took a note straight out of every entrepreneur’s handbook and built a community around his brand to further spread the word. By making giving back to those in need his number one priority, Cohen established meaningful connections with people across the globe. His willingness to help those less fortunate with his product drew people to his rapidly-growing brand.
Liquid I.V.’s COVID-19 response has been consistent since April of this year. In that month alone, over 2.3 million servings were donated to over 1,800 hospitals in the United States. Their response has more recently expanded out to the rest of the world, reaching a donation of five million servings.
“We are all in this together,” comments Cohen.
“It’s difficult for me to express how grateful we are for all of the medical professionals on the front lines risking their lives to save ours … I am very proud of our team’s quick action to build such an impactful, streamlined outreach program. In unprecedented times like these, we must point our resources in the direction of helping the most amount of people as possible.”
Weekly updates are continually being posted on their website as they seek to broaden their efforts during the global pandemic.
Gaining Attention From the Media
As Cohen’s humanitarian efforts grew, so did his companies’ increasing popularity. Celebrities such as Justin Bieber, Kendall Jenner, Scooter Braun, and Kevin Hart have shown their support of the brand. Liquid I.V. even collaborated with Justin Bieber earlier this year to release a new flavor. The brand has also gone on to supply resources at large scale events like Coachella and Stagecoach, where a conscious effort to stay hydrated is important.
Liquid I.V.’s core mission is to “Change the World” through their products. “We continue to grow our CTW mission being on the forefront of innovation and sustainability, while giving back to those less fortunate.”
Cohen has commented that many have expressed interest and invested in the business because of the CTW mission. Upon agreeing to acquire Liquid I.V. in January of this year, President of Unilever North America Fabian Garcia said, “Liquid I.V. shares Unilever’s purpose to improve people’s health and wellbeing, as well as our ambition to create sustainable products that have a positive social impact.”
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