who owns liquid iv

Unilever owns Liquid I.V.
The popular hydration mix brand was acquired by the global consumer goods giant back in 2020, transforming it from a startup into a powerhouse under their Health & Wellbeing portfolio.

Ownership History

Liquid I.V. started in 2012, founded by entrepreneur Brandin Cohen in El Segundo, California. Cohen developed its signature Cellular Transport Technology (CTT®), inspired by WHO oral rehydration solutions for faster nutrient absorption.

Unilever snapped it up with a signed agreement in 2020, keeping Cohen as CEO and the HQ intact.

By 2025, the brand had ballooned four times larger post-acquisition, fueling double-digit growth for Unilever's wellbeing division.

Latest Developments

Unilever poured $80 million+ into a Jefferson City, Missouri facility to ramp up Liquid I.V. production, adding 450 jobs and storage expansions.

In late 2025, they celebrated milestone production there, cementing its spot as America's #1 powdered hydration brand with LIV HYDRASCIENCE™ formula.

The brand even debuted big at major events, pushing "real hydration" messaging amid wellness trends.

Key Facts

• Parent Company : Unilever (acquired October 2020).

• Founder/CEO : Brandin Cohen (still leading).

• Growth Stats : 4x larger since buyout; powers Unilever's wellbeing surge.

• Investments : $80M+ in U.S. manufacturing as of 2024-2025.

• Tech Edge : CTT® for rapid hydration vs. water alone.

Trending Context

Liquid I.V. rides the wave of functional beverages, with forums buzzing about its electrolyte edge for workouts and hangovers—no major ownership drama since the Unilever deal. Recent chatter highlights Super Bowl-level ads and factory expansions, signaling aggressive scaling into 2026.

No whispers of resale or shifts; it's locked in as a Unilever star, much like how they turbocharged other wellness buys. TL;DR: Unilever has owned Liquid I.V. since 2020, with explosive growth and big U.S. investments keeping it thriving under founder Brandin Cohen's watch.

Information gathered from public forums or data available on the internet and portrayed here.