Liquid I.V., El Segundo, Calif., is pivoting resources previously dedicated to large scale events like Coachella and Stagecoach to focus on donating to those battling the COVID-19 pandemic on the frontlines.

The company’s core product lineup — Hydration Multiplier, Sleep Multiplier and Energy Multiplier — is designed to enhance rapid absorption of water and functional ingredients into the bloodstream, a complement to medical professionals who have limited time to drink water and consume nutrients throughout the day, it says.

"We knew there had to be a silver lining with all of the major event cancellations," said Liquid I.V. Brand Partnerships Manager Alaina Bergsma in a statement. "We sat in a room and started connecting the dots. First, the healthcare personnel on the frontlines are working around the clock to keep us all safe and need to be at their best. Second, we have products designed to support health and hydration. And finally, our True North as a company is helping people who need it most. Put all that together and the Response Initiative quickly became our core focus at LIV."

Bergsma presented the plan to the Liquid I.V. leadership team and almost immediately she was leading a CV-19 Relief Response Task Force. "It is truly a team effort,” she added. “I'm so grateful to be in a position to lead this and make a difference."

In the first week, Liquid I.V. received more than 3,000 requests through its online request form and email from a mix of hospitals, doctors, nurses, and first responders, and sent out more than 200,000 servings on its first day of shipping. This included shipments to 214 hospitals around the country. These servings of Liquid I.V. were previously allocated for large scale national events, music festivals, and partnerships like UCLA Athletics, Gonzaga University Athletics and Spartan Races.

A nurse from Johns Hopkins Hospital in Baltimore, said: "A lot of workers are trying not to take their mask off during their shift due to risk of exposure. I think Liquid IV will be crucial to hydrate before and after your shift, so you do not have to drink as much during it. Thank you."

Another nurse added: "We work in the Emergency Room at UT Medical Center- Knoxville. We stay exhausted and dehydrated wearing all of the PPE and barely get time for even a bathroom break."

A laboratory professional shared: "Wow, thank you so very much for supporting all of us on the front line. My Glidewell Laboratory Family thanks you immensely. Liquid I.V. is definitely a game changer and life savers By the way, the new Strawberry Cake Flavor is the bomb."

Liquid I.V. Chief Executive Officer and Founder Brandin Cohen added: "We are all in this together. It's difficult for me to express how grateful we are for all of the medical professionals on the front lines risking their lives to save ours. I am very proud of our team's quick action to build such an impactful, streamlined outreach program. In unprecedented times like these, we must point our resources in the direction of helping the most amount of people as possible."