GREATER THAN has been hydrating consumers since 2010, but its latest chapter marks a dramatic evolution. This women-focused beverage brand recently launched a major refresh, establishing itself as a wellness brand delivering “Hydration for Her.”
Now packaged in sleek cans featuring hand-drawn artwork by artist Claudia Hammer, GREATER THAN blends coconut water and fruit juice with natural electrolytes, vitamins sourced from real fruits and vegetables, and prebiotic fiber.
Later this month, GREATER THAN will make its Summer Fancy Food Show debut with a three-day tabletop in the Spark Pavilion, where attendees can sample all four of their on-trend "expressions” and learn more about what sets GREATER THAN products apart.
SFA caught up with Brianna Harris, registered dietitian, Lactation Education Counselor, mom of two, and GREATER THAN’s Director of Research, Development, and Education, to talk about women-focused hydration, beverage trends, and what visitors can expect at Booth 7007B at the 2026 Summer Fancy Food Show.
Please tell us a bit about GREATER THAN’s products and mission.
GREATER THAN is a women-focused hydration brand made with a blend of coconut water and fruit juice, infused with natural electrolytes, vitamins sourced from real fruits and vegetables, and prebiotic fiber.
The brand actually began back in 2010 as a coconut water–based sports hydration drink, but over time, we noticed something interesting: women, especially moms, were becoming some of our most loyal customers. That insight helped shape the evolution of the brand and revealed a clear white space for hydration designed around women’s lifestyles and wellness needs.
In February 2026, we underwent a complete rebrand and transitioned into sleek cans featuring hand-drawn artwork by female artist Claudia Hammer. The rebrand marked our evolution from a traditional sports-hydration beverage into a more modern, wellness-focused brand centered around our mission of “Hydration For Her.”
Your products are explicitly marketed to women. The company was founded and is run by women. The new hand-drawn packaging artwork by artist Claudia Hammer features female faces. What opportunities and challenges come from tying the brand so closely to women?
Interesting question, and honestly, a great one.
The company was founded by two brothers more than 15 years ago as a healthy sports drink for athletes. Our female President & CEO joined GREATER THAN more than 2.5 years ago after a long career in the beverage industry, and one of the first things she did was dig into the data. We looked at social posts, Amazon reviews, Shopify feedback, and spoke directly to customers. Our North Star became crystal clear: women across all phases and stages of life were telling us exactly what they wanted from hydration.
Women have historically been underserved in the hydration space or marketed to through very narrow stereotypes. We’ve seen a major shift toward women wanting products that acknowledge their changing needs across different life stages and support overall wellness in a more intentional way.
Think of it this way: we have vitamins for men and vitamins for women because our physiology is different. Retail stores have dedicated sections for feminine care, motherhood, and baby products, but when it comes to hydration, it’s traditionally been treated as one-size-fits-all. Over the last 15 years, GREATER THAN’s customers clearly saw white space in what has historically been a very male-dominated category, and we believe women deserve products designed with them in mind.
At the same time, building a women-focused brand comes with the responsibility of making sure it feels inclusive and empowering rather than limiting or overly niche. We never want “Hydration For Her” to feel like pink washing. For us, it’s about recognizing that women’s needs are not one-size-fits-all and creating products that are thoughtful, functional, and grounded in real consumer insight.
What’s been especially encouraging is that, while our products were designed with women in mind, they resonate far beyond that audience because people are ultimately looking for hydration that tastes good and fits naturally into everyday life.
GREATER THAN is exhibiting at the Summer Fancy Food Show for the first time, but the brand has been around since 2010. What has changed most about the beverage category in the more than 15 years GREATER THAN has been around?
When GREATER THAN launched in 2010, hydration was still heavily centered around traditional sports drinks and athletic performance. Today, consumers think about hydration much more holistically. It’s no longer just about intense exercise. It’s about energy, wellness, gut health, recovery, daily routines, and how people feel overall.
Consumers are also reading labels much more closely. There’s greater demand for recognizable ingredients, less artificial processing, and products that deliver multiple benefits without compromising taste.
At the same time, the “always on” demands of modern life are very real for women balancing family, social life, careers, and their changing bodies. We believe people expect more from their hydration.
The data also shows people are moving away from overly salty or sugary options and seeking out drinks that provide sources of nutrition to help maximize their daily routines. At GREATER THAN, we saw an opportunity to create something more functional and intentional for women.
Each can contains the vitamin equivalent of three servings of fruits and vegetables, along with a good source of fiber, 15 essential vitamins and minerals, no carbonation, and a smooth, refreshing taste experience designed around women’s wellness.
One thing we hear all the time from women is, “I haven’t eaten all day.” That insight really shaped our approach to formulation. And as our CEO says, tasting delicious keeps women wanting more. As GREATER THAN’s full-time Registered Dietitian, I have worked tirelessly to deliver on taste and functionality. We truly believe the four expressions are, as she says, “chef’s kiss.”
At the same time, the beverage category has become significantly more crowded, which means brands have to stand for something beyond functionality alone. People want products with purpose, authenticity, and a clear point of view, and that shift has created space for brands like GREATER THAN.
We can’t wait to visit your exhibit in the Spark Pavilion at the Summer Show. What can buyers, press, and other attendees expect from the GREATER THAN booth?
We’re incredibly excited to exhibit at the Summer Fancy Food Show for the first time because it’s where the industry comes to discover what’s next. We’re especially excited to be exhibiting in the Spark Pavilion (Booth 7007B), which highlights emerging and innovative brands and feels like the perfect fit for where GREATER THAN is today.
Visitors can expect a full tasting experience across all four flavors—or “expressions,” as we say in GoddessLand™—along with the opportunity to meet the team behind the brand and learn more about how GREATER THAN has evolved from a legacy coconut water sports-hydration brand into a modern, women-focused wellness beverage.
We’ll also have our cans, featuring Claudia Hammer’s artwork, on full display in the booth. Claudia, now 75, has spent decades capturing women’s faces and figures through her art. In a world where so much feels computer-generated and artificial, we intentionally partnered with Claudia to create something deeply human and authentic.
The artwork reflects the idea behind GoddessLand™, honoring women, real bodies, and real experiences. The art is hand-illustrated, and that artisanal approach mirrors the philosophy behind the product itself: nothing fake, inside or out.
We’ll also be sharing some of the consumer momentum helping drive our retail expansion, including strong DTC engagement, repeat purchase behavior, and growing demand from consumers actively searching for GREATER THAN in stores.
Most importantly, we want the booth to feel approachable, energetic, and conversation-driven. Fancy Food is where people come to discover emerging brands and new trends, and we’re excited to be part of that conversation in the Spark Pavilion.
Your products align with several of SFA’s 2026 trends to watch, including Appetite Reset, Shelf-Stable Chic, and Honest Processing. How does GREATER THAN think about trends when doing R&D?
The most important question we ask during R&D is whether a trend reflects a real, long-term shift in consumer behavior or simply a short-lived marketing moment. As a Registered Dietitian, I’m especially interested in trends that align with real nutritional gaps and evolving consumer wellness needs.
Many of the trends we’re seeing now—including increased interest in fiber, hydration, functional beverages, protein, and more minimally processed ingredients—reflect broader changes in how consumers think about wellness and everyday nutrition.
Fiber is a great example. It may be trending right now, but it’s also one of the biggest nutritional gaps in the American diet, with approximately 90% of women not consuming enough fiber. We didn’t add prebiotic fiber because it was trendy. We added it because most people simply are not getting enough of it, and it can play an important part in supporting gut health and overall wellness.
The same goes for hydration. Consumers today are looking beyond traditional sports drinks and toward products that feel more natural, functional, and enjoyable enough to drink every day.
We also pay close attention to ingredient transparency and processing. Consumers increasingly want products made with recognizable ingredients and real nutritional value, not just marketing claims. That philosophy has been central to GREATER THAN’s formulation approach.
At the end of the day, no matter how on-trend a product is, people still want something that tastes good and fits naturally into their lifestyle. Striking that balance is really important to us when developing products.
Looking ahead, what’s next for GREATER THAN?
2026 is a major growth year for GREATER THAN.
We recently transitioned production to the U.S. and completed a rebrand to sleek cans, which has helped position the brand for broader national retail expansion. We’re continuing to grow distribution while also investing heavily in brand awareness, community building, and education around hydration and women’s wellness.
From an innovation standpoint, we see a significant opportunity at the intersection of hydration, nourishment, and functional wellness. Women today are looking for products that support how they feel every day, not just during workouts, and we’re excited to continue building products around that idea.
We’re also focused on continuing conversations around topics that matter to women right now, including gut health, fiber intake, hydration habits, and emerging wellness trends like GLP-1 medications and overall nutritional support. We believe hydration can play a much bigger role in everyday wellness than people traditionally think.
Most importantly, we want to continue growing in a way that stays authentic to the community that shaped the brand in the first place. The women who supported GREATER THAN over the years helped guide where the brand is today, and maintaining that connection will remain incredibly important as we expand.
Want to experience GREATER THAN for yourself? Visit the brand in the Spark Pavilion at the 2026 Summer Fancy Food Show, June 28 - 30 at the Javits Center in NYC. Stop by Booth 7007B to sample all four “expressions,” meet the team, and discover how this longtime hydration brand is stepping into a new era.