Greater Than, the Louisville, Kentucky-based 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, along with Jewel-Osco, Fresh Thyme Market, Rouses Markets, Foodtown, D’Agostino and 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, with customers increasingly asking to find the brand where they already shop.
“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 the beverage company. “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.”
The company uses its direct-to-consumer data to guide retail expansion.
“We use geographic heat maps to help identify markets where consumers are already buying the brand,” said Toby Lester, COO. “Retail availability can then multiply that demand by making the product easier to discover, purchase and repurchase.”
Taste matters
The brand’s four flavors — 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. All are non-carbonated.
“Consumers are asking more of the beverages they buy, and retailers are responding,” said Brianna Harris, R.D., director of research, development and education at Greater Than. “Function may earn consideration, but great taste is what earns the second purchase.”
Summit participant
Greater Than also was 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 with the grocer’s category, operations, logistics, compliance and leadership teams.
“For us, retail growth is not about chasing door count,” said Michelle Farleigh, VP of sales. “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, with availability varying by market and store.
Related: Hy-Vee Opens Applications For Opportunity Supplier Impact Summit