heywell Brand Accelerates Momentum With Major Retail Expansion And Marketing In 2025

CHICAGO (February 26, 2025) — heywell, the innovative sparkling functional water brand, is making a bold leap forward in 2025 with rapid growth and major retail expansion. Following a year of tripling its DTC business and doubling its overall business year-over-year, heywell extends its brick-and-mortar footprint into almost 900 new stores across the U.S. with key retail partners including Target, The Fresh Market, Hy-Vee, Fresh Thyme, and Mariano’s—with more key retail partners to be announced soon.

As health-conscious consumers seek cleaner, multi-benefit drinks, heywell is outpacing the flavored sparkling water category by 5X (SPINS, 52 weeks ending 1/26/25). Thoughtfully made with adaptogens, antioxidants, minerals, herbs, and organic caffeine, heywell delivers all-day wellness support in a delicious, convenient format.

“We created heywell as an all-day ally—offering multiple functional benefits in each can to help people manage the demands of modern life,” says Ashley Selman, CEO of heywell. “Our drinks provide a combination of benefits like hydration plus stress support or energy plus immunity, making wellness easier and more efficient—without compromising on taste. The key to success in functional beverages isn’t just being healthy—it’s being craveable.”

With the functional beverage market projected to hit $62 billion by 2027 (SPINS), heywell has built its success on a disciplined, thoughtful expansion strategy—partnering with the right retailers at the right time and investing where it matters most: at the point of purchase. This latest expansion builds on heywell’s existing presence in 2,000 stores nationwide, including Erewhon, Central Market, Wegmans, Gelson’s, and more.

heywell’s latest innovation, energy + hydrate lemon fizz, launched to overwhelming success last year. Featuring 75mg of organic green coffee bean caffeine, L-theanine for focus, and natural electrolytes for hydration, the flavor taps into two of the largest functional beverage categories: energy ($6.8B) and hydration ($6.3B) (SPINS).

Now, with strong consumer demand and proven traction in retail, heywell is preparing for its next move: its first-ever marketing campaign.

“heywell has taken a unique path, showing strong product market fit and reaching profitability through organic growth and strategic distribution,” says Selman. “We’ve doubled our business year over year with almost no marketing spend” says Selman. “Now, it’s time to accelerate. With deep beverage marketing experience, co-founder Britt Dougherty, our CMO Scott Coligan, and I are ready to scale heywell’s momentum and build an even stronger community around our brand. Launching in March. 2025 is going to be an incredible year.”

Find heywell online at Amazon, livingheywell.com, and select retailers nationwide:

• energy + immunity sparkling grapefruit
• energy + focus sparkling strawberry lemon
• energy + lift sparkling orange mango
• energy + lift sparkling cherry limeade
• energy + hydrate lemon fizz
• calm + hydrate sparkling lime
• calm + restore sparkling blackberry ginger

About heywell

Founded by Ashley Selman (CEO) and Britt Dougherty (COO), heywell was created to make wellness simpler and more accessible for everyone, every day. Unlike many functional beverages that prioritized function over flavor, heywell thoughtfully blends powerful ingredients with delicious taste, delivering the best of both worlds.

Follow @livingheywell and learn more at livingheywell.com.