Energy drink buyers have another option to choose from as LIV – a carbohydrate-based electrolyte drink - launches in the US. LIV hopes to differentiate itself from other products on the market by dropping the more commonly used high-fructose corn syrup sweetener, in favor of agave nectar - an "unrefined sugar" which the company claims breaks down more slowly, providing a “more balanced recovery.” The drink also uses rice syrup which the makers claim is more easily digested. Taking aim squarely at the Gatorade / Powerade crowd, LIV (which has added potassium and sodium) will be marketed to the likes of athletes, active adults, and kids. So far the company says they have strong interest from retailers, food management companies and serious athletes. LIV should be available in 20oz berry and lemon flavors to start (70 cal / 8oz), and will sell for between $2 and $3.

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