Clean hydration brand unveils refreshed identity, improved taste, proprietary fiber blend, and printed cans expected to eliminate an estimated one million plastic sleeve labels in 2026.
NEW YORK, NY — July 2026 — Just as summer adventures and beach days kick into high gear, Recoup is unveiling its next chapter, one that reflects the brand's commitment to serving people and the planet.
This summer, Recoup, the first Regenerative Organic Certified® hydration beverage, is introducing a complete brand refresh featuring vibrant new packaging, improved taste, a proprietary blend of organic prebiotic fibers, and directly printed cans expected to eliminate approximately one million plastic sleeve labels in 2026.
As the first Regenerative Organic Certified® hydration beverage, Recoup continues to demonstrate how regenerative agriculture can extend beyond the farm and influence every aspect of a product's lifecycle—from ingredient sourcing and formulation to packaging innovation.
"Summer is when people think most about staying hydrated, and we wanted every part of the Recoup experience to feel brighter—from the taste, to the packaging, to the impact we're making," said Susan Buckwalter Hartman, Co-Founder of Recoup. "Our mission has always been to create hydration that helps people feel good while supporting a healthier food system. This refresh, and our new positioning as sparkling hydration with benefits, brings that vision to life better than ever."
The transition to directly printed cans marks one of the most significant sustainability updates in the company's history. The change is expected to eliminate approximately one million plastic shrink sleeve labels in 2026 while creating a cleaner, more streamlined package design.
Hydration That Starts with Healthier Farms
Made with regeneratively grown organic maple tree water, Recoup naturally provides electrolytes including potassium, magnesium, and calcium. Combined with real ginger and a proprietary blend of three organic prebiotic fibers, each can delivers functional, gut-supporting hydration without added sugar, stevia, monk fruit, or artificial sweeteners.
Regenerative Organic Certified® is one of the world's highest standards for agriculture, building upon USDA Organic certification with rigorous requirements for soil health, animal welfare, and social fairness. Rooted in continuous improvement, the certification provides a framework for continual advancement across farming and supply chain operations. For consumers, it offers a trusted way to support agricultural systems that restore ecosystems, strengthen communities, and build long-term resilience.
“Regenerative Organic Certified® is designed to drive continuous improvement across agricultural systems, built on a foundation of organic. ROC sets a high bar for soil health, animal welfare, and social fairness,” said Christopher Gergen, CEO at the Regenerative Organic Alliance. “By sourcing from Regenerative Organic Certified farms, brands like Recoup help support farmers and producers who are advancing regenerative organic practices while making it easier for consumers to connect with great products that have a positive impact.”
Changes Align with Shifting Consumer Behavior
Consumer attitudes toward hydration are shifting beyond athletic recovery and toward everyday wellness. According to Glanbia Nutritionals' 2025 Hydration Trends report, 78% of North American consumers recognize the connection between hydration and overall health, while proactive hydration—drinking to maintain wellness rather than recover from dehydration—is especially prevalent among Gen Z consumers. The report identifies hydration as one of the largest functional beverage occasions, accounting for 25% of all functional beverage consumption, reflecting consumers' growing focus on daily wellness rituals rather than occasional sports recovery. As consumers increasingly prioritize clean ingredients, functional benefits, and environmental impact in their purchasing decisions, demand for regeneratively sourced products continues to accelerate. According to SPINS Q1 2026 reporting, products carrying the Regenerative Organic Certified® (ROC™) claim grew nearly 20% year over year in Natural retail channels and 15% in Conventional retail. As the fastest-growing natural product claim in market, ROC™ is demonstrating a pace of consumer adoption and purchase that exceeds all other natural claims, signaling growing mainstream demand for regenerative organic products.
A Refresh That Goes Beyond the Label
The redesigned cans make Recoup's key benefits easier to understand while reflecting the brand's new positioning: Sparkling Hydration with Benefits.
This new positioning includes:
- Refreshed visual identity and packaging
- Improved taste across all three flavors
- Proprietary blend of three organic prebiotic fibers
- Directly printed cans expected to eliminate approximately one million plastic sleeve labels annually
Together, these updates reinforce Recoup's commitment to delivering functional hydration that's better for people and the planet.
Recoup is available in three refreshing flavors:
- Lemon Lime + Ginger
- Pineapple Passionfruit + Ginger
- Watermelon Blood Orange + Ginger
The refreshed lineup is rolling out this summer at Sprouts Farmers Market, Wegmans, Erewhon, MOM's Organic Market, select Target stores, Amazon, and drinkrecoup.com, bringing regenerative organic hydration to consumers nationwide.
About Recoup
Recoup is Organic, Sparkling Hydration with Benefits—crafted with natural electrolytes from regeneratively grown organic maple tree water, real ginger, and a proprietary blend of prebiotic fibers. With no added sugar, no artificial sweeteners, and no caffeine, Recoup delivers clean functional hydration that's better for people and the planet. It is USDA Organic Certified, and the first Regenerative Organic Certified® hydration beverage. Founded by two former college athletes, Susan Buckwalter Hartman and Siwat Siengsanaoh, the company is committed to building resilience through regenerative agriculture and thoughtful innovation. For more information, visit drinkrecoup.com or follow @recoupwellness.
About the Regenerative Organic Alliance
The Regenerative Organic Alliance (ROA) is a nonprofit organization dedicated to advancing regenerative organic agriculture through Regenerative Organic Certified® (ROC™), a leading certification for food, fiber, personal care ingredients, and agricultural products. Building upon the USDA Organic standard, ROC™ includes robust requirements for soil health, animal welfare, and social fairness, while encouraging continuous improvement across agricultural systems. Through certification, education, and collaboration, ROA works to support farmers, ranchers, brands, and consumers in creating a more resilient and regenerative food system. The organization also partners with brands to amplify awareness of regenerative organic agriculture, increase consumer understanding of ROC™, and help drive demand for certified products and the farms behind them. Learn more at regenorganic.org.
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