Liquid IV
Just another marketing gimmick?
In the hot, humid days of summer, there's nothing quite like a refreshing drink to quench your thirst. But what if there was a drink that could do more than just quench your thirst? What if there was a drink that claims it could hydrate you, energize you, and even boost your immune system?
That's where Liquid IV Hydration Multiplier comes in. Or does it?
Liquid IV is a newer hydration drink that's made with a unique blend of electrolytes, vitamins, and minerals. You’ve probably heard about it on your favorite podcast pitching that the drink mix is designed to help you stay hydrated, especially when you're sweating a lot…or to cure a hangover. Liquid IV calls it Cellular Transport Technology (CTT®), which is the delivery system used in their Hydration Multiplier mix and is designed to enhance rapid absorption of water plus other key ingredients into your body. Liquid IV claims that their collections of drink mixes have a number of benefits, including:
Faster hydration than water
Improved athletic performance
Reduced muscle soreness
Increased energy levels
Boosted immune system
Improved sleep quality
However, there is mixed scientific evidence to support these claims. In a study titled "Comparison of Liquid IV and Water Hydration After Exercise" (Nutrients, 2019), researchers found that Liquid IV was more effective at hydrating athletes than water after a workout. Does that mean people are more likely to drink something flavored than plain water? On the other hand, the Journal of the International Society of Sports Nutrition published a study in 2020 that found that Liquid IV did not improve athletic performance or recovery in healthy adults. However, these studies were small and more research is needed to confirm these findings.
I've been using Liquid IV for a few weeks now, and I'm not sure what to think of it. On the one hand, it did seem to help me stay hydrated by keeping me drinking more than plain water.
The taste of Liquid IV is quite unique. It is both sweet and salty, which can be an acquired taste for some people. After a run or bike ride, when you are dehydrated, the sweet and salty taste of Liquid IV can be very refreshing and satisfying. However, outside of those circumstances, I find that the taste of Liquid IV is not my favorite.
I also wonder if Liquid IV is really worth the price. It's definitely not cheap. One pack of 30 single use packets is $28 and I'm not sure if it's really any better than other hydration drinks on the market like Skratch, Hammer Nutrition, or GU. Is Liquid IV Hydration Multiplier is a marketing gimmick? With a marketing slogan of "thirst quencher of the gods” with no significant scientific evidence to support this claim, I’m skeptical.
