Fresh Off Its February Launch, GREATER THAN Showcases Newly Non-GMO Project Verified Hydration for Women at Expo West

Founded in 2010 as a coconut water–based performance hydration brand for elite athletes, GREATER THAN’s evolution was shaped organically by women — particularly nursing mothers — who discovered and embraced the product for everyday nourishment.

Guided by more than 14,000 positive reviews, 200,000 consumer emails and a deeply engaged mom-focused community, the brand pivoted intentionally toward what it calls “Hydration For Her.”

Today, GREATER THAN is built around a simple but overlooked truth: women’s bodies experience hydration differently.

On average, women have lower total body water and blood and plasma volume than men, meaning even small fluid losses can have a greater daily impact. Hormonal fluctuations influence fluid and sodium balance throughout the month. Nearly 90% of women in the U.S. do not meet daily fiber recommendations, and women report digestive discomfort more often than men.

Yet hydration shelves remain largely one-size-fits-all.

“Retailers design entire categories around women — from feminine care to prenatal supplements to menopause support,” Howell said. “Hydration is one of the last daily-consumption categories where women are still asked to make do. We’re here to close that gap.”

Hydration Designed for Her

At Expo West, GREATER THAN will showcase its women-first hydration platform — built intentionally around female physiology and daily nourishment rather than performance-driven sports positioning.

Each 12oz can delivers:

• Coconut water–based hydration with naturally occurring electrolytes
• The nutrient equivalent of three servings of fruits and vegetables
• 15 essential vitamins and electrolytes, including Vitamins A, B, C, D, E and K
• Four times more potassium than leading competitors
• 85% less added sugar than traditional hydration beverages
• A good source of gut-gentle, plant-based fiber 
• No artificial dyes, flavors or sweeteners

The line features four flavor expressions: Strawberry Lemonade, Orange Mango, Pineapple Coconut and Grape.

“Our goal was to create daily nourishment — hydration plus functional nutrition — in a form women actually crave,” said Brianna Harris, RD, Director of Research, Development and Education at GREATER THAN. “This isn’t about shrinking a sports drink and coloring it pink. It’s about designing from the female body outward.”

Now Officially Non-GMO Project Verified

Following months of documentation, ingredient validation and close collaboration with Where Food Comes From (WFCF), GREATER THAN has officially achieved Non-GMO Project Verified status across all four flavors: Strawberry Lemonade, Orange Mango, Pineapple Coconut and Grape. The certification, issued February 18, 2026, confirms compliance with the Non-GMO Project Standard and is valid through February 18, 2027.

The verification reinforces the brand’s longstanding commitment to ingredient transparency and intentional formulation — principles that have guided GREATER THAN since its founding. The formula is third-party lab tested and made with plant-based vitamins. Kosher and Gluten-Free certifications are expected within the coming months.

“For us, this wasn’t a marketing checkbox,” Howell said. “Women are reading labels more carefully than ever. Non-GMO verification is about trust and making sure what’s inside the can aligns with what we stand for.”

Women Aren’t a Niche — They’re the Majority

Women influence the majority of household food and beverage purchases, yet most hydration options are still formulated for the “general population,” not the female body.

Collectively, women in their 20s through 60s represent tens of millions of shoppers and a multi-billion-dollar wellness opportunity - one growing faster than conventional beverage segments.

GREATER THAN positions itself not as a niche product, but as a platform built for the primary grocery decision-maker.

Introducing GoddessLand™

Expo West attendees will also experience GoddessLand™, the brand’s new creative and cultural universe that reframes hydration as ritual — not just replacement.

Hand-drawn goddess artwork by artist Claudia Hammer appears on each sleek aluminum can, reflecting the brand’s belief that nourishment is a form of self-respect. The shift to aluminum packaging also aligns with GREATER THAN’s sustainability and retail-readiness strategy.

“GoddessLand isn’t fantasy,” Howell said. “It’s a reminder that women’s bodies deserve products designed with intention. Trends fade. Her needs endure.”

 

Retailers, buyers and media are invited to visit GREATER THAN at Booth N738 in the North Hall Hot Products section during Expo West, March 4–7, 2026, to sample the newly Non-GMO Project Verified line and learn more about Hydration For Her.

To schedule a meeting with the GREATER THAN team during Expo West, click here.

To learn more about GREATER THAN, visit drinkgt.com.

 

To download GREATER THAN photos and videos, click here.

 

About GREATER THAN

Founded in 2010, GREATER THAN is a female-led hydration brand devoted to supporting women through every stage of life. Made with coconut water, natural electrolytes and intentional nutrition, GREATER THAN delivers clean, functional hydration designed for real bodies and real lives. In 2026, the brand enters its next era with GoddessLand™—a creative universe that elevates hydration from routine to ritual and nourishment from habit to self-respect.

 For more information, visit drinkgt.com.

 

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