Alex Cooper, host of the second most popular video podcast on Spotify in 2024, is entering the beverage market with Unwell Hydration, a new drink line launching exclusively at Target stores nationwide on January 1, 2025.

The beverage launch follows Cooper’s recent $125 million partnership with SiriusXM and comes after she explored over 100 potential business opportunities in various sectors. Cooper specifically chose hydration over other product categories, including cosmetics and fragrance, citing market saturation in the beauty space.

“We don’t need another makeup brand,” Cooper told Parade magazine. “That is a place where women are dominating, which is amazing. But this is yet another time in my career where I’m like, ‘Move over, boys. We don’t need to be drinking PRIME or Gatorade.'”

According to a news release, Unwell Hydration will debut with three flavors – Strawberry, Mango Citrus, and Orange Hibiscus. Each 16.9 fluid oz bottle contains over 700mg of electrolytes, B-complex vitamins, and green coffee extract. The suggested retail price is $2.49 per bottle or $14.99 for an eight-pack at Target, with plans to expand to additional retailers throughout 2025.

The brand name aligns with Cooper’s existing business ventures, including the Unwell Network, a Gen Z media company she launched in August 2023. In a January interview with the New York Times, Cooper stated that merchandise sales alone generate eight-figure revenue for the Unwell brand.

Cooper’s entry into the beverage market follows a pattern of content creators launching consumer products. Influencer Emma Chamberlain introduced Chamberlain Coffee in 2020, while Logan Paul and KSI launched PRIME Hydration in 2022. MrBeast has also expanded into retail, with snack products available at major retailers, including Amazon, Walmart, and Target.

According to the release, Unwell Hydration emphasizes natural ingredients, using only natural sources for flavors and colors. The “designed by women for everyone” product focuses on wellness without perfection, targeting consumers who balance multiple roles and responsibilities. “Call Her Daddy” currently ranks as the most-listened-to podcast among women globally.

At the New York Times DealBook Summit on December 4, Cooper revealed Nestlé as her production partner for Unwell Hydration. Yahoo reports that the announcement has generated mixed reactions from her audience, with some fans expressing concerns about Nestlé’s corporate practices, while others pledge support for the new venture.

“Everyone is aware of how super, super rich she is,” a Cooper fan who has listened to Call Her Daddy for years told Yahoo. “So many Americans are suffering right now. Seeing someone like Alex partner with [Nestlé] on a product that will accelerate the destruction of our planet for no reason other than to build her money mountain higher has left a bad taste in people’s mouths.”

Still, many of Cooper’s fans continue to support her. “If Alex likes it, we like it,” one person commented on the launch’s announcement on Instagram.