“My parents were always right. If your dreams don't scare you, they are not big enough.” That’s what Brandin Cohen told his alma matter LMU when reflecting upon the success of Liquid I.V.
Founded in July 2013, Liquid I.V made $100 million in its first five years. By 2020 they were acquired by Unilever for a reported $500 million. Today, they’re e a billion-dollar hydration empire.
The Problem: Pedialyte for Pro Athletes?
Cohen, a former LMU golf scholarship recipient, had dreams of going pro until injuries forced a different path. He ended up working in professional baseball, where he noticed something strange—elite athletes in the dugout were relying on Pedialyte, a product originally designed for babies, to stay hydrated. His friends, too, were using Pedialyte to cure hangovers. It was clear: there had to be a better, more effective, and healthier hydration solution for adults.
Through research, Cohen discovered Oral Rehydration Therapy (ORT), a solution pioneered by the World Health Organization in the 1970s to combat dehydration in underdeveloped regions. ORT’s mix of sodium, glucose, and potassium allows water to be absorbed into the bloodstream more efficiently. The vision was simple: take this science-backed concept and turn it into a clean, lifestyle-driven hydration brand—minus the artificial ingredients and excess sugar found in traditional sports drinks.
The Hustle: From Mom-and-Pop Shops to Whole Foods
Liquid I.V. started small, launching in mom-and-pop shops around Los Angeles’ South Bay. But Cohen and his team were strategic. They knew that getting into Whole Foods—the “cool” retailer—could open doors.
They secured their first Whole Foods after Brandin went to a "Supplier 101" class in Oxnard where he met a Whole Foods buyer, assistant buyer and forager.
Once they secured one local Whole Foods location, Cohen personally sampled the product every weekend until Liquid I.V. became the store’s top seller. By the end of 2015, Liquid I.V. had expanded to 12 Whole Foods locations. Soon after, they were in 20,000 stores nationwide. Today, Liquid I.V. is available in over 30,000 retailers, including Target and Costco, and has sold over 1 billion servings of its hydration products.
The Scaling Moment: Meeting Scott Emerson
In 2015, Cohen met Scott Emerson of the Emerson Group, a powerhouse in national retail distribution. Emerson was impressed by Liquid I.V.’s point-of-sale data and helped scale the brand into major retailers across the country. Liquid I.V. also doubled down on its mission, emphasizing non-GMO ingredients, low sugar content, and a commitment to clean nutrition—resonating with health-conscious consumers.
Liquid I.V. mastered the art of brand-building. The company secured a high-profile funding round featuring A-list investors like Justin Bieber, catapulting its visibility. It also leveraged influencer partnerships and strategic marketing, propelling the brand to more than $200 million in annual revenue by 2020. But it wasn’t just about making noise—they walked the talk, donating 500 servings to a Los Angeles homeless shelter in 2014 and later partnering with Direct Relief in 2018 to expand global hydration efforts.
The Big Exit: A Billion-Dollar Bet by Unilever
By 2020, Liquid I.V. had become a category-defining brand. That year, Unilever acquired the company, betting big on hydration as the next frontier in functional beverages. Though the exact terms of the deal weren’t disclosed, estimates suggest the acquisition was worth around $500 million.
Liquid I.V.’s journey is a masterclass in spotting a market gap, leveraging science, hustling for retail distribution, and building a brand with both cultural and health impact. From a college side project to a billion-dollar exit, it’s proof that great ideas—when backed by relentless execution—can change industries.