Hydration supplement company, LVL UP, was co-founded in 2021 by Melbourne-based entrepreneurs, Madison Verrocchi and Austin Xenos, aiming to create a better-for-you beverage additive for everyday hydration. Food & Drink Business spoke with the pair about the company’s rise and hydration market trends in Australia.
Verrocchi and Xenos created the brand based on their personal frustration around the lack of effective and enjoyable hydration options available in the market. They often found existing products either tasted bad, contained too many artificial ingredients, or came in inconvenient formats.
LVL UP was their response, described as a hydration solution crafted with a premium blend of electrolytes and minerals, working to deliver rapid hydration and enhance absorption. After years of research, testing, and refinement, the team crafted a formula that it states ensures the perfect blend of electrolytes like sodium and potassium. The current flavour lineup includes Mixed Berry, Lemon & Lime, Orange, Watermelon, and Tropical.
When designing LVL UP, what were the key issues you wanted to address in format?
From day one, we wanted to challenge the idea that hydration had to be bulky, sugary, or inconvenient. Most products on the market required large water volumes or came in formats that just didn’t work for busy, modern lives. The small, portable LVL UP stick was born from our need for something efficient, discreet, and flexible – whether you're at work, out at night, or post-workout.
The 200ml serving was a strategic choice. We concentrated the formulation so it delivers maximum impact in a minimal volume. It’s fast-absorbing and easy on the stomach, especially for people who feel nauseous or bloated after intense exercise. Plus, users can dilute it further if they prefer.
In terms of ingredients, was the goal to reduce the artificial extras from flavouring and sweeteners?
Yes, that was one of our biggest gripes – so many rehydration products are packed with artificial sweeteners, synthetic flavours, and unnecessary additives that leave a chemical aftertaste. We wanted to do better. Our Everyday Hydration formula focuses on having enough sodium potassium to be able to relieve symptoms and support the body’s electrolyte levels when dehydrated.
We worked closely with formulators to use natural flavours and a sweetener blend that supports great taste without overwhelming the body. No added sugar, no nasties – just a clean, refreshing experience that actually feels good to drink.
What are the active ingredients, and are they incorporated in therapeutic quantities? How does the product compare to traditional rehydration market leaders?
LVL UP includes electrolytes (sodium, potassium) and glucose to support hydration, energy, and recovery. Each stick is designed to provide a therapeutic dose in a single serve – and that’s why we recommend one per day, or as advised by a healthcare professional.
We are a TGA certified and listed medicine which means our hydration formula has been scientifically proven to relieve symptoms of dehydration and also support healthy hydration levels within a consumer's body.
We always encourage consumers to follow the suggested use – while occasional extra use is unlikely to be harmful, excessive intake isn’t necessary and may cause discomfort.
In comparison to traditional products like Gatorade or Powerade, LVL UP skips the sugar load and instead delivers a more modern, wellness-forward solution. It’s lower in calories, higher in electrolytes, cleaner in composition, and more efficient in hydration delivery.
What trends is the company seeing in the hydration space right now?
Clean label, low-sugar, and multifunctional hydration is dominating right now – and LVL UP fits squarely in that pocket. Consumers are becoming more ingredient-savvy and are moving away from high-sugar legacy brands in favour of performance products that also feel premium.
There’s also rising demand for crossover products – think hydration that supports energy, gut health, brain health, or beauty. We’re closely watching those trends and already working on innovations that meet those needs without compromising taste, experience, or values.
The branding and packaging is really impactful. How was it developed?
Thank you! The branding was a real point of emphasis for us and the team. Our core creative direction was developed by Date of Birth agency (DOB), and we collaborated with the team to bring it to life visually. We wanted something sleek, bold, and elevated – something that felt more at home in a wellness space than on a sports bench.
LVL UP’s packaging is ethically produced, and we’ve made conscious decisions to keep it lightweight, 100 per cent recyclable, and minimal where possible. We’re continuing to explore even more sustainable options as we grow.
What does the future look like for LVL UP?
We’re just getting started. While hydration remains our anchor, we see huge potential in expanding into functional wellness – whether that’s to do with vitamins or even sports nutrition – all delivered in sleek, easy-to-consume formats while keeping the ethos of LVL UP.
Whether that means drinks or different types of formats – we're open. We don’t define ourselves strictly as a beverage or supplement brand. We’re building a lifestyle ecosystem where function meets flavour and form.
The LVL UP range is currently available for purchase at Chemist Warehouse and Coles supermarkets nationwide, with a 10-pack retailing for RRP $14.99 and a 30-pack for $26.99.
