Coconut water company Greater Than is relaunching the brand as a women’s hydration beverage. 

The company, founded in 2010, was initially designed as a sports drink free from synthetic dyes, artificial flavors or sweeteners. Last month, it announced a comprehensive rebrand with a new recipe and updated packaging to become a women’s hydration “elixir.”

Greater Than’s new product is still coconut water-based and includes three servings of fruits and vegetables for added fiber, plus vitamins A, C and E. The formulation also uses 85% less added sugar than traditional hydration beverages, per the company. Flavors include strawberry lemonade, orange mango, pineapple coconut and grape.

The broader hydration category has been shaped by male physiology, which doesn’t address women’s specific health needs, according to Brianna Harris, a registered dietitian and Greater Than’s director of research development and education. The brand is working to fill a gap in women’s diets, which is why adding fiber to the beverage was so crucial.

“We also saw a lot of trends in the hydration space, and people want more out of their beverages,” Harris said. “Hydration alone is not cutting it.”

Women are increasingly driving demand for better-for-you beverages such as energy drinks and sodas. Brands including Poppi and Alani Nu have found success through formulations that speak to women’s specific health needs.

Greater Than executives think the brand’s designation as a beverage strictly “for her” will allow it to stand out against its competitors in hydration, where there are fewer options designed for women. The brand has had a cult following among breastfeeding mothers since 2019 for its ability to assist with lactation.

The refreshed brand will look beyond new mothers, however, to support women throughout their life and for “phases and stages” such as puberty, pregnancy and menopause, said Heather Howell, president and CEO of Greater Than.

In the future, the company plans to test new flavors and a sparkling option. It will also prioritize launching new beverages focused on supporting women through different life stages based on emerging research.

“When you listen to women, you create movements, and you create categories,” Howell said.

Howell, who worked at Brown-Forman as head of global innovation for Jack Daniel’s, said too many brands try to reach women with fun packaging instead of designing a product that speaks to a consumer’s needs. 

“You do not have to color Jack Daniel’s pink in order to get women to purchase it,” Howell said. “You just have to talk to them.”