Tilray Wellness & Whole Foods Market Debut Hi*Ball Energy
References: globenewswire
Tilray Wellness, the health-focused division of Tilray Brands, has partnered with Whole Foods Market to reintroduce Hi*Ball Energy, a zero-calorie and zero-sugar sparkling energy seltzer. Originally a pioneer in the clean energy drink category, HiBall faded from shelves before Tilray acquired and revitalized the brand. This venture has resulted in a 68% sales surge on Amazon in recent months.
Hi*Ball Energy caters to fitness enthusiasts, professionals, and wellness-focused millennials. The beverage is compelling for health-conscious shoppers because it is free from preservatives, artificial sweeteners, and sugar and can deliver 160mg of organic caffeine per can alongside guarana, ginseng, and B vitamins. The formulation of the zero-sugar sparkling energy seltzer positions it as a functional alternative to conventional energy drinks.
The relaunch of Hi*Ball Energy includes four crowd-pleasing flavors — Grapefruit, Blood Orange, Blackberry, Wildberry.
Image Credit: Tilray Wellness
Hi*Ball Energy caters to fitness enthusiasts, professionals, and wellness-focused millennials. The beverage is compelling for health-conscious shoppers because it is free from preservatives, artificial sweeteners, and sugar and can deliver 160mg of organic caffeine per can alongside guarana, ginseng, and B vitamins. The formulation of the zero-sugar sparkling energy seltzer positions it as a functional alternative to conventional energy drinks.
The relaunch of Hi*Ball Energy includes four crowd-pleasing flavors — Grapefruit, Blood Orange, Blackberry, Wildberry.
Image Credit: Tilray Wellness
Trend Themes
1. Zero-sugar Beverages - Consumers are gravitating toward drinks that eliminate sugar without sacrificing flavor, highlighting a shift in the beverage industry's response to health-conscious demands.
2. Functional Beverage Innovation - The integration of ingredients like guarana, ginseng, and B vitamins in energy drinks reflects the rising trend of multifunctional beverages that offer more than just hydration.
3. Boost in E-commerce Sales - The renewed success of Hi*Ball Energy on platforms like Amazon signifies the growing trend of consumers opting for online shopping to discover niche and health-oriented products.
Industry Implications
1. Health and Wellness - The focus on zero-calorie, natural energy drinks aligns with the broader health and wellness industry's mission to offer products that support a balanced and active lifestyle.
2. Beverage Industry - The introduction of innovative energy seltzers such as Hi*Ball Energy represents a disruption in the traditional beverage market, emphasizing clean label and functional drink options.
3. Retail and E-commerce - The collaboration between Tilray Wellness and Whole Foods Market, coupled with significant online sales, underscores the evolving retail strategies in the distribution of specialty health beverages.
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