Sai Chaluvati, chief R&D officer at Liquid I.V., discussed how consumer insights, sensory science and clinical research come together to create hydration products that people not only benefit from but want to consume every day.
Chaluvati explained every innovation at Liquid I.V. begins with identifying a consumer need before moving through a structured development process of inspiration, formulation and validation.
“At Liquid I.V., we often say consumers inspire the idea and we apply our art and science to bring it to life and Ring Pop Cherry is a great example of that sort of philosophy in action,” explained Chaluvati.
Sugar-Free Ring Pop Cherry, the company’s newest launch, was inspired by growing consumer demand for nostalgic flavors that evoke positive memories while delivering functional benefits. Rather than just recreating a candy flavor, Liquid I.V.’s formulation team used sensory science to balance sweetness, acidity, aroma and flavor carry-through while overcoming the naturally salty and bitter notes associated with electrolytes.
“One of my team members had a hypothesis: In an uncertain world that we live in, the familiar flavors create that comfort, that confidence and that emotional connection,” he said. “Nostalgia alone isn’t enough, the bar is usually high when you’re trying to recreate that memory. The flavor still has to deliver. So our job at Liquid I.V. is not to simply copy the nostalgic flavor. We have to use that creativity and sensory science to understand what made those experiences memorable in the first place and then recreate them in a way that works, especially in a hydration product.”
While efficacy may drive initial purchases, Chaluvati said that memorable flavor experiences create lasting habits, making taste just as important as functionality for long-term compliance. He believes consumers no longer want to choose between products that work and products they enjoy, creating opportunities at the intersection of supplements and consumer packaged goods.
Hydration is becoming a foundation of everyday wellness rather than a product reserved for athletes, Chaluvati observed. Future innovation at Liquid I.V. will focus on multi-benefit hydration solutions, closing the “hydration gap” by helping consumers build better daily habits and expanding research into underserved areas such as women’s health.
“There’s a lot of gap in our understanding of the physiology of women and their needs, very little investment has been made in women,” he said. “So this is an area of incredible interest for us and it’s the right thing to do.”
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