Alex Cooper, host of the podcast “Call Her Daddy,” has announced the launch of a new electrolyte beverage, Unwell Hydration, set to hit the market early next year. This drink is tailored primarily for women and is developed in collaboration with Nestlé.
The announcement came during the DealBook Summit, where Cooper emphasized her desire to create a product that fits into an ‘unwell lifestyle,’ resonating with the ethos of her media company, Unwell. Unwell Hydration is described as a low-sugar drink that includes B vitamins and a gentle caffeine boost, available in flavors such as strawberry, orange hibiscus, and mango citrus.
Cooper’s entrance into the beverage market marks a continuation of a trend where celebrities establish brands across various industries. She highlighted that, in her experience, existing energy and hydration drinks predominantly target male consumers, which motivated her to develop a product for women.
The collaboration with Nestlé adds significant corporate backing to the venture, although Cooper has not disclosed the specifics regarding the ownership or financial structure of the partnership.
Cooper’s foray is part of a broader movement among public figures to monetize their influence through consumer products. This trend has seen successes such as Prime Hydration by YouTubers Logan Paul and KSI, and ventures into alcoholic beverages by stars like George Clooney and Ryan Reynolds.
Not stopping at hydration, Cooper’s company has embarked on expanding its product line, filing a trademark for ‘Popular Vodka by Unwell,’ hinting at potential future ventures within the alcoholic beverage industry.
Beyond beverages, Cooper continues to grow her media footprint. Last year marked the launch of Unwell Network, known for producing podcasts hosted by influencers like Alix Earle and Harry Jowsey. Further cementing her influence in the media landscape, Cooper also secured a lucrative deal with SiriusXM, worth up to $125 million over three years.
Alex Cooper’s venture into the electrolyte beverage market with Unwell Hydration exemplifies the evolving landscape of celebrity entrepreneurship. By targeting a female audience and collaborating with a major player like Nestlé, Cooper is strategically positioning her brand in a competitive market.
Source: BusinessInsider
