LOUISVILLE, Ky.— GREATER THAN, the functional hydration brand made with coconut water and real fruit juice, is expanding its national retail presence with distribution at H-E-B, including refrigerated cold-box placement, as well as Jewel-Osco, Fresh Thyme Market, Rouses Markets, Foodtown, D’Agostino & Gristedes, Tops Friendly Markets, Earth Fare and a growing network of independent retailers.
Founded in 2010 as a direct-to-consumer business, GREATER THAN built its earliest following online. Over time, customers increasingly asked to find the brand where they already shop, helping shape the company’s move into brick-and-mortar retail.
“If you’re not listening to your customer, you’re missing one of the most important signals in your business,” said Heather Howell, president and CEO of GREATER THAN. “Our customers have been telling us they want to find GREATER THAN in stores. Retail is a natural extension of what they have been asking for and an opportunity to introduce the brand to new shoppers.”
“Our direct-to-consumer business gives us a clear view of where GREATER THAN already has demand,” said Toby Lester, chief operating officer. “We use geographic heat maps to help identify markets where consumers are already buying the brand. Retail availability can then multiply that demand by making the product easier to discover, purchase and repurchase.”
GREATER THAN’s four expressions: Strawberry Lemonade, Orange Mango, Pineapple Coconut and Grape, combine coconut water and real fruit juice with naturally sourced electrolytes, vitamins and prebiotic fiber, with no artificial sweeteners, flavors or dyes and are non-carbonated.
“Consumers are asking more of the beverages they buy, and retailers are responding,” said Brianna Harris, Registered Dietitian and Director of Research, Development & Education. “Function may earn consideration, but great taste is what earns the second purchase.”
The brand’s retail momentum continues to open new conversations. GREATER THAN was recently selected as one of 92 suppliers from more than 1,200 applicants to participate in Hy-Vee’s 2026 Opportunity Supplier Impact Summit, where the team met directly with Hy-Vee category, operations, logistics, compliance and leadership teams.
“For us, retail growth is not about chasing door count,” said Michelle Farleigh, Vice President of Sales at GREATER THAN. “It is about being a great partner, earning our place on shelf and creating a product consumers want to buy again. We built the brand with that discipline online, and we are bringing the same discipline to every store we enter.”
GREATER THAN is available at participating retailers and online at DrinkGT.com. Availability varies by market and store.
