HyVIDA Featured in BEVERAGE BUSINESS INSIGHTS
BEVERAGE BUSINESS INSIGHTS
published 100+x a year
Vol 21 No 246 | Dec 13, 2024
Publisher: Benj Steinman Editor: Gerry Khermouch Senior Editor: Jim Sullivan
STRATEGY: Hydrogen-Infusion Player HyVida Hives Off Branded Sparklers to Founders/Long Drink Vet Green, Who Rebrands It as oHy; Alc Regulator TTB Approves First Spirits-Based Entries via Appelation Ventures Tie The techie will keep teching and now a seasoned bev hustler is doing the bev hustlin’. That seems to be essence of quiet pivot that hydrogen water brand HyVida has undertaken this past year as it recruited the Founders Brewery, Long Drink and Cirkul vet John Green to pick up canned line under license while founder/CEO Rick Smith continues to refine the tech and recruit other partners to employ clinically backed hydrogen dosing for uses spanning energy, cold-brewed coffee, sports hydration – even spirits, as with pair of TTB-approved entries via another partner. Both Smith and Green are based in Grand Rapids, Mich, which Green has had a hand in remaking thru his extensive real estate involvements.
Under Green’s oversight, canned HyVida line has been quickly rebranded to more welcoming oHy while retaining formula comprised of carbonated water, organic flavor, magnesium and hydrogen gas. He’s been deepening brand’s penetration of Midwest accts, with some chain authorizations anticipated shortly. “He’s an extremely talented brand builder,” Rick said yesterday of Green. “I’m a tech guy, he’s a brand builder.” Among Green’s other involvements are helping run Revolution Farms indoor-ag play and Libby Wines, as well as board or advisory roles at likes of Better Booch, Live Soda and Natterjack Irish Whiskey.
HyVida continues as name of co that Smith runs as a bevtech with promise of helping CPGs and copackers easily run hydrogen-infused liquids, with their bounty of clinically backed benefits, on their standard lines.
As noted, HyVida lately has experienced some wins on alc side too. That’s come via partnership with wine player Appellation Ventures on RTD vodka cocktails infused with hydrogen, marking first time alc regulator TTB has approved hydrogen in spirit-based product. It’s going out to golf courses and the like in the Midwest and South under brand name 3 Putt as well as under Mad Professor name to more sophisticated accts. Citing key learning over past few years, Rick said these entries don’t overemphasize that core ingredient, tho it’s listed on front panel, and are competitively priced, thanks to his proprietary tech’s ability to be seamlessly incorporated into copackers’ lines. As for TTB approval process, it proved rigorous but straightforward enough thanks to hydrogen’s FDA status as GRAS (generally recognized as safe).
Smith has got tentacles out to other classes of partners too. These include bev formulator Bevnology as well as Oktober Design, a provider of can-seamers used in applications like beer crowlers that’s offering hydrogen infusion as an option to craft brewers who’re looking to diversify.
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