Hiyo, a non-alc social tonic infused with adaptogens and nootropics, has extended its national retail partnership with Whole Foods Market with its latest flavor, Pineapple Coconut, the company announced today.
Beginning this month, Hiyo will be available across all 510+ U.S. Whole Foods Market locations, featuring the new flavor available exclusively in-store at Whole Foods, drinkhiyo.com, and Amazon. The flavor will become available to additional retailers starting in October.
The retail milestone marks a significant step for Hiyo as it expands from a fast-growing direct-to-consumer brand to a national retail presence.
“This national launch with Whole Foods is a defining moment for our brand,” said Hiyo co-founder and CEO Evan Quinn. “We’re thrilled to bring Hiyo to a broader audience and introduce a fresh new flavor that captures everything we stand for, feel-good function, summer spirit, and intentional connection.”
Los Angeles-based Hiyo was founded in 2021 and offers five seltzer varieties in 12 oz. slim cans using the properties of ashwagandha, l-theanine, lion’s mane, lemon balm and passion flower to create relaxing “social tonics.” At the top of the year, Hiyo announced a $19 million funding round to fuel its ambitions to scale and an investment made through Constellation’s venture capital group.
Along with its distribution in Sprouts, Meijer and Wegmans, Hiyo launched into H-E-B in December 2024. Last spring, the brand announced it had signed a five-year deal with electronic music event promotion company Insomniac, bringing Hiyo to all the promoter’s festivals.
Hiyo is among the non-alc (NA) RTDs gaining traction in the nearly $1 billion NA market. In 2024, non-alc RTDs grew 167% in NIQ-tracked off-premise retailers.