Startup CPG Newswire:
VYV Hydration Launches Functional Prebiotic Electrolyte Line and Expands to 100+ retail locations
PRESS RELEASE — NEWS PROVIDED BY Doug Hamaker for VYV Hydration
MADISON, WI (JUNE 2025) — VYV Hydration, a new clean-label functional beverage brand, has launched its debut line of prebiotic electrolyte drinks in cans. The brand’s first three SKUs—Strawberry Lime, Mango Blueberry Lemonade, and Tart Cherry Citrus – are now available online and in over 100 retail locations across the Midwest, including Chicago and Madison.
Each 12 oz can contains full-spectrum electrolytes (potassium, magnesium, calcium, sodium, and chloride) and 5 grams of plant-based prebiotic fiber, with no added sugar or artificial ingredients. The drinks are 30 calories or less and designed to support hydration, digestive health, and clean energy – without sacrificing flavor.
Founder Doug Hamaker, who co-founded Forage Kombucha into a nationally distributed brand, started VYV to meet the growing demand for functional beverages that taste good and deliver real benefits.
“We created VYV because most hydration drinks either taste fake or don’t do much,” said Hamaker. “We wanted something you’d actually want to drink every day—with ingredients that support how you feel and function.”
VYV’s launch includes a retail rollout across the Midwest, anchored by a strategic partnership with Norman Distribution to cover the Chicago metro area. The brand is also available DTC at www.drinkvyv.com and will be expanding to more retailers and co-ops throughout 2025.
The brand’s focus is clear: real function, clean formulas, and great taste—no fillers, no shortcuts.
About VYV Hydration
VYV Hydration is a functional beverage brand based in Madison, WI. VYV delivers clean-label hydration with full-spectrum electrolytes and 5g of prebiotic fiber per 12 oz can. Free from added sugar, artificial flavors, and preservatives, VYV supports hydration and gut health with no compromises. Its first three SKUs — Strawberry Lime, Mango Blueberry Lemonade, and Tart Cherry Citrus — launched in Spring 2025 and are available online and in Midwest retailers. Learn more at drinkvyv.com or @drinkvyv on Instagram.
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