![]() ![]() Keech’s career has seen him lead growth for iconic global beverage brands and is looking to do the same with Liquid I.V.Īnother contributing factor to the embracement of the powdered drink mix market has been the blurring of category lines when it comes to functional hydration. as CEO in December 2020, shortly after its acquisition by Unilever of that year. ![]() “Couple that with an overall increased interest in the health and wellness space, and you make the perfect environment for innovation and creativity in both the powdered and functional hydration spaces.” “A bottle of a ready-to-drink hydration product from a competitor is inconvenient/impossible for the consumer when going through airport security, but they can bring a reusable bottle and a couple of serving sticks of Liquid I.V. Keech notes that consumer demands for products that address convenience, wellness and sustainability have them seeking out functional beverages. “For today’s on-the-go consumers, powdered drink mixes that also offer benefits like increased hydration, supplemental vitamins and minerals for gut and immune support, etc., are all really key and they each play an important role in a different part in one person’s day.” “The pandemic really brought attention to overall health and wellness, and it wasn’t just publicly but also very personally,” Keech explains. With Liquid I.V.’s founding roughly a decade ago, the powdered hydration category was in a prime position to support consumers’ healthy food and beverage choices when a major shift in mindset took hold three years ago. Unlike our competitors, Liquid I.V.’s products aren’t just functional, but they’re also really delicious which is something that’s a real unique selling point for us and keeps our consumers coming back for more.” A foundation to build on “It works and people love the way it tastes - both of which keep them coming back for more. amplifies the power of water by providing hydration faster,” he says. ![]()
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