Greater Than, a coconut water company, is rebranding itself as a women’s hydration beverage. Originally founded in 2010 as a sports drink free from synthetic dyes, artificial flavors, or sweeteners, the company has undergone a comprehensive rebranding with a new recipe and updated packaging to cater specifically to women’s hydration needs.
The new product still maintains its coconut water base but now includes three servings of fruits and vegetables for added fiber, along with vitamins A, C, and E. It also boasts 85% less added sugar than traditional hydration beverages. Flavor options include strawberry lemonade, orange mango, pineapple coconut, and grape.
Brianna Harris, a registered dietitian and Greater Than’s director of research development and education, highlighted the importance of addressing women’s specific health needs in the hydration category. She emphasized the inclusion of fiber in the beverage as a crucial element to fill a gap in women’s diets.
With a focus on providing more than just hydration, Greater Than aims to stand out in a market where options designed specifically for women are limited. The brand has already garnered a following among breastfeeding mothers for its lactation support and now seeks to support women through various life stages such as puberty, pregnancy, and menopause.
Looking ahead, Greater Than plans to introduce new flavors, a sparkling option, and additional beverages tailored to support women through different life stages based on emerging research. Heather Howell, president and CEO of Greater Than, emphasized the importance of listening to women to create movements and new categories in the beverage industry.
Heather Howell, who previously worked at Brown-Forman as head of global innovation for Jack Daniel’s, stressed the significance of designing products that address consumer needs rather than relying solely on packaging. She highlighted the importance of engaging with consumers authentically rather than resorting to superficial marketing tactics.