Alex Cooper’s Unwell Expands Into Booming Energy Drink Category

Unwell Hydration is changing its name to Unwell Beverages as the brand introduces a functional energy drink lineup rolling out exclusively at Target

Unwell Hydration, the drink brand co-founded by podcaster Alex Cooper, is entering a new phase as the brand changes its name to Unwell Beverages, a shift that reflects its broader portfolio across hydration, protein, stick packs, and now, an expansion into the booming functional energy category.

The move arrives alongside the debut of Unwell Energy, a new functional energy drink that delivers 150mg of natural caffeine from green coffee extract, 745mg of electrolytes and six essential B vitamins, including Biotin for hair and skin support. The formulation avoids artificial sweeteners such as sucralose, aspartame, erythritol and acesulfame potassium, instead using real fruit juice, 3g of sugar and Stevia to deliver a cleaner profile for consumers.

Cooper says the expansion to Unwell Beverages reflects that consumers reach for different functional products to meet different needs throughout their day.

“Wellness culture constantly tells us to be perfect, but Unwell Beverages was created to meet women exactly where they are,” she said. “Whether they’re thirsty, hungry or exhausted, Unwell Beverages allows us to support our community with great tasting, better-for-you versions of their favorite drinks.”

The new energy drink launch will roll out exclusively at Target stores nationwide and on Target.com beginning December 28, priced at $2.69 per bottle.

It also marks the start of “Unwell Forever,” a six month digital campaign introducing consumers to the brand’s full lineup and spotlighting Unwell’s stance that wellness can be flexible, realistic and personal. The campaign will run across Instagram and TikTok.