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Coconut water company Greater Than has relaunched its brand as a women’s hydration drink.
Founded in 2010, the company was initially designed to be a sports drink with no synthetic dyes, artificial flavors or sweeteners. Last month, it announced a comprehensive rebranding with new recipes and updated packaging to become the go-to hydrating “elixir” for women.
Greater Than’s new product is still coconut water-based and includes three servings of fruit and vegetables for added fiber and vitamins A, C, and E. According to the company, this formulation uses 85% less sugar than traditional hydration drinks. Flavors include Strawberry Lemonade, Orange Mango, Pineapple Coconut, and Grape.
According to Brianna Harris, nutritionist and director of research, development and training at Greater Than, the broader hydration category is shaped by men’s physiology and does not address women’s specific health needs. The brand strives to fill a gap in women’s diets, which is why adding fiber to your drinks is so important.
“We’ve also seen a lot of trends in the hydration space, and people want more from their beverages,” Harris said. “Hydration alone will not solve the problem.”
The demand for healthy drinks such as energy drinks and carbonated drinks is increasing. Brands including Poppi and Alani Nu have found success with formulations that address women’s specific health needs.
Greater Than executives believe that positioning the brand as a strictly “for her” drink will help it stand out from competitors in the hydration space, which has fewer options for women. The brand has been a favorite among breastfeeding moms since 2019 for its ability to aid lactation.
Heather Howell, Greater Than’s president and CEO, said the refreshed brand will provide support beyond motherhood, throughout life and through “stages and stages” such as puberty, pregnancy and menopause.
In the future, the company plans to test new flavors and sparkling options. We will also prioritize the launch of new beverages based on new research and focused on supporting women across different life stages.
“When you listen to women, it creates movements and creates categories,” Howell said.
Howell, who Works at Brown-Forman Jack Daniel’s, head of global innovation, said too many brands try to reach women with fun packaging instead of designing products that fit consumers’ needs.
“You don’t have to paint Jack Daniel’s pink to get women to buy it,” Howell said. “You just have to talk to them.”
