Startup CPG Newswire:
VYV Hydration Launches in 117 Hy-Vee HealthMarket Locations

PRESS RELEASE — NEWS PROVIDED BY Doug Hamaker for VYV Hydration

MADISON, WI (MARCH 2026) — VYV Hydration, a sparkling prebiotic electrolyte drink, has secured placement in 117 Hy-Vee HealthMarket hydration sets across the Midwest, with rollout beginning the week of February 23, 2026. The brand is distributed through Lomar, Hy-Vee’s distribution arm.

The placement coincides with Hy-Vee’s March focus on digestive wellness. VYV Hydration is participating as an official sponsor of the Hy-Vee RedMedia March Gut Health Campaign, which will highlight practical approaches to digestive health through in-store content and merchandising.
VYV’s formula contains 5 grams of prebiotic fiber (Fibersol®) per serving, a 3:1 potassium-to-sodium ratio for electrolyte absorption, real fruit juice, and zero added sugar – designed for health-conscious consumers seeking functional hydration that supports both gut health and physical performance.

“117 Hy-Vee HealthMarket sets is a milestone – and just the start,” said Doug Hamaker, Founder of VYV Hydration. “Hy-Vee is exactly the right partner to bring VYV to their customers, and we’re proud to support the March Gut Health Campaign to help shoppers find a smarter way to hydrate.”

Store-level availability varies by location as sets are completed. Shoppers can confirm local availability at drinkvyv.com/pages/store-locator.

About VYV Hydration

VYV Hydration is a functional beverage company based in Madison, Wisconsin, making a sparkling prebiotic electrolyte drink formulated with 5 grams of prebiotic fiber (Fibersol®), a 3:1 potassium-to-sodium ratio, real fruit juice, and zero added sugar – designed to support both hydration and gut health.
Available in three flavors – Blueberry Mango Lemonade, Strawberry Lime, and Tart Cherry Citrus – VYV is distributed across the Midwest and Colorado and carried in Hy-Vee HealthMarket locations and select natural retailers.
Learn more at drinkvyv.com.

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