The LIV Group, Inc. makes Liquid IV Hydration Multiplier electrolyte drink mixes which purport to multiply the ability of water to hydrate the body via a something called Cellular Transport Technology. But the complaint for this class action alleges that the drink mix cannot do this and that the technology that it does use is not even knew but developed fifty years ago for use in certain situations in third-world countries.
The class for this action is all consumers who, within the applicable statute of limitations period, bought, in New York, Liquid IV Hydration Multiplier made, marketed, or sold by LIV.
The product has a distinctive graphic, recognizable even at a distance, of a glass of water with the drink mix spilling in, an equal sign, and three bottles of water. Add the product to a glass of water, the marketing suggests, and it multiplies the water’s hydration properties two to three times.
The complaint quotes LIV as claiming that the product “utilizes the breakthrough science of Cellular Transport Technology” to somehow boost the effects of an amount of water.
The global market for electrolyte drinks was $20.7 billion in 2020, the complaint alleges, with $3.47 of that going for electrolyte drink mixes.
Despite this, the complaint alleges that these products “are remarkably simple concoctions, most often combining just three active ingredients of salt and potassium as electrolytes, and sugar (or some other easily digested carbohydrate) which accelerates the absorption of the electrolytes.”
In fact, it claims, the science behind this was not created or discovered by LIV and does not represent a new technology; instead, the complaint says, the product “is based entirely on a hydration formulation developed by the World Health Organization 50 years ago to treat deadly dehydration in the third world from diarrhea.”
In such places, the complaint alleges, one in ten children died before the age of five of diarrhea, sometimes due to such diseases as cholera and dysentery. Rapid rehydration was needed in such instances, but the complaint alleges that the LIV product “was a solution in search of a problem, as the conditions endemic in the third world did not exist in this country.”
According to the complaint, LIV has recently changed some of its packaging and marketing to change its “one bottle equals three” claim, although product with the old packaging is still available in stores. The change, the complaint claims, “is a powerful acknowledgement by LIV that its claims are untrue and deceptive.”
“Moreover,” the complaint alleges, the company “did not eliminate or minimize its claim to being a ‘hydration multiplier’ or that Liquid IC contains ‘Cellular Transport Technology.’” The complaint claims that Cellular Transport Technology “occurs naturally and automatically in the body” and is essentially the body’s own tendency to homeostatis, or stability and constancy.
Article Type: LawsuitTopic: Consumer
Most Recent Case Event
Liquid IV “Hydration Multiplier” Claims to Increase Hydration New York Complaint
May 12, 2022
The LIV Group, Inc. makes Liquid IV Hydration Multiplier electrolyte drink mixes which purport to multiply the ability of water to hydrate the body via a something called Cellular Transport Technology. But the complaint for this class action alleges that the drink mix cannot do this and that the technology that it does use is not even knew but developed fifty years ago for use in certain situations in third-world countries.
Liquid IV “Hydration Multiplier” Claims to Increase Hydration New York ComplaintCase Event History
Liquid IV “Hydration Multiplier” Claims to Increase Hydration New York Complaint
May 12, 2022
The LIV Group, Inc. makes Liquid IV Hydration Multiplier electrolyte drink mixes which purport to multiply the ability of water to hydrate the body via a something called Cellular Transport Technology. But the complaint for this class action alleges that the drink mix cannot do this and that the technology that it does use is not even knew but developed fifty years ago for use in certain situations in third-world countries.
Liquid IV “Hydration Multiplier” Claims to Increase Hydration New York Complaint