Unwell Hydration Rebrands to Unwell Beverages, Debuts Functional Energy Line at Target

Marking a significant pivot from a single-category focus to a broader lifestyle portfolio, Unwell Hydration has officially rebranded as Unwell Beverages. The corporate identity shift coincides with the company's entry into the competitive energy drink sector with the launch of Unwell Energy.

The strategic move transforms the brand—co-founded by media personality Alex Cooper—into a multifunctional platform spanning hydration, protein-enriched beverages, stick packs, and now functional energy.

Formulation and "Clean Label" Strategy

The new Unwell Energy line is engineered to bridge the gap between refreshment and functional benefit, specifically targeting the "better-for-you" segment. The formulation emphasises natural ingredients and specific nutritional exclusions:

⚡ Active Ingredients: Each bottle contains 150mg of natural caffeine derived from green coffee extract, alongside 745mg of electrolytes for hydration support.

🧬 Micronutrients: The blend includes six B vitamins, highlighting biotin for hair and skin support.

🍃 Sweetening Profile: The drinks contain only 3g of sugar, sweetened with real fruit juice and stevia. The brand explicitly excludes artificial sweeteners such as sucralose, aspartame, erythritol, and acesulfame potassium.

🍉 Flavours: The range debuts with four fruit-forward varieties: Cherry Lime, Passion Fruit Orange Guava, Watermelon, and Pineapple Coconut.

Brand Positioning and Philosophy

The rebrand aims to align the company with a more comprehensive wellness proposition. According to the company, the expanded portfolio is designed to meet women’s "real-world" wellness needs, challenging the perfection-driven narratives often prevalent in the industry.

Co-founder Alex Cooper commented on the strategic direction: “Wellness culture constantly tells us to be perfect, but Unwell Beverages was created to meet women exactly where they are. Whether they’re thirsty, hungry or exhausted, Unwell Beverages allows us to support our community with great-tasting, better-for-you versions of their favourite drinks.”

Commercial Availability

Unwell Beverages has secured a major retail partnership for this rollout. Unwell Energy will be available nationwide at Target stores starting 28 December 2025.