May 14th, 2020

Meet Yummy, Inspired by the Music of Justin Bieber


Hey LIV fam, we’ve got major news: there’s a new Hydration flavor in town, and we can’t wait for you to taste it! Introducing Yummy Hydration Multiplier, inspired by the music of Justin Bieber and available exclusively on Liquid-IV.com. Flavors of ripe, juicy guava and hints of hibiscus will have you sipping on daydreams all summer long. Keep reading for everything you need to know about our latest (and dreamiest) flavor.

The Story Behind Yummy

In August 2018, Scooter Braun and our CEO Brandin Cohen joined forces – leading to some of the greatest moments in Liquid I.V. history. In July 2019, Justin Bieber officially became part of the family when he signed on as a LIV investor alongside 19 other top cultural leaders.

When the platinum hit song ‘Yummy’ dropped earlier this year, everything clicked. We knew we had to launch a Yummy flavor – our dreamiest, juiciest Hydration Multiplier yet.

Yummy State of Mind

We’re so excited to share Yummy with the world, but we never anticipated launching a major collaboration under such unprecedented circumstances. It goes without saying that this is a strange and difficult time for us all. When we tasted Yummy for the first time, we knew this juicy Guava Hibiscus flavor would be the perfect pick-me-up for anyone looking to add a dash of daydream to their summer. 

With the world so full of uncertainty, Yummy is nothing if not an ode to the magic of creating your own paradise, whenever and wherever you may be. Yummy is a state of mind, and it’s yours for the taking. 

The Summer of Yummy

With normal life still on pause, we find ourselves searching for joy in unlikely places: a sunny day, a (distant) hand wave, an afternoon daydream, and a glass of Yummy. Your plans may be changing, but this summer is about making new memories and creating new traditions. Remember: Yummy is a vibe, not a destination. This summer, you may be lounging by a pool, skating through the neighborhood, or barbecuing in your own backyard. You might even just be relaxing on the couch, staring out the window, and watching the world go by. Wherever you are and whatever you’re doing, keep the dreamy vibes flowing every step of the way with Yummy Hydration Multiplier, inspired by the music of Justin Bieber.

Written by Cleo Gold

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