Tilray Wellness Collaborates with Whole Foods Market to Relaunch Hi*Ball Energy Drinks into National US Retail
Tilray Wellness (NASDAQ: TLRY) has announced a strategic collaboration with Whole Foods Market to relaunch Hi*Ball Energy drinks nationwide in US retail. The zero-calorie, zero-sugar energy drink brand, acquired by Tilray in 2024, has shown strong growth with a 68% increase in Amazon sales over the past six months.
The relaunch features four best-selling flavors: Grapefruit, Blood Orange, Blackberry, and Wildberry, available in 16oz 12-Count retail cases. Hi*Ball Energy drinks are formulated with better-for-you ingredients, including 160mg of Organic Caffeine, 50mg each of Organic Guarana and Ginseng, and B Vitamins, without preservatives or sweeteners.
Distribution will be handled through UNFI and KeHe Distributors, targeting Natural Channel and retail markets beyond Whole Foods Market's nationwide presence.
Tilray Wellness (NASDAQ: TLRY) ha annunciato una collaborazione strategica con Whole Foods Market per rilanciare le bevande Hi*Ball Energy in tutti i negozi al dettaglio degli Stati Uniti. Il marchio di bevande energetiche a zero calorie e zero zucchero, acquisito da Tilray nel 2024, ha mostrato una forte crescita con un aumento del 68% delle vendite su Amazon negli ultimi sei mesi.
Il rilancio presenta quattro gusti più venduti: Pompelmo, Arancia Rossa, Mora e Frutti di Bosco, disponibili in confezioni da 12 da 16oz. Le bevande Hi*Ball Energy sono formulate con ingredienti salutari, tra cui 160mg di Caffeina Organica, 50mg ciascuno di Guaranà e Ginseng Organici, e Vitamine del gruppo B, senza conservanti o dolcificanti.
La distribuzione sarà gestita tramite UNFI e KeHe Distributors, mirando al canale naturale e ai mercati al dettaglio oltre alla presenza nazionale di Whole Foods Market.
Tilray Wellness (NASDAQ: TLRY) ha anunciado una colaboración estratégica con Whole Foods Market para relanzar las bebidas Hi*Ball Energy en el comercio minorista de EE. UU. La marca de bebidas energéticas sin calorías y sin azúcar, adquirida por Tilray en 2024, ha mostrado un fuerte crecimiento con un aumento del 68% en las ventas de Amazon en los últimos seis meses.
El relanzamiento presenta cuatro sabores más vendidos: Pomelo, Naranja Sangre, Mora y Frutos Silvestres, disponibles en cajas de 12 de 16oz. Las bebidas Hi*Ball Energy están formuladas con ingredientes saludables, incluyendo 160mg de Cafeína Orgánica, 50mg de Guaraná y Ginseng Orgánicos, y Vitaminas del grupo B, sin conservantes ni edulcorantes.
La distribución será manejada a través de UNFI y KeHe Distributors, apuntando al canal natural y a los mercados minoristas más allá de la presencia nacional de Whole Foods Market.
틸레이 웰니스 (NASDAQ: TLRY)는 홀푸드 마켓과 전략적 협력을 발표하고 미국 소매에서 하이볼 에너지 음료를 재출시합니다. 2024년에 틸레이가 인수한 이 제로칼로리, 제로설탕 에너지 음료 브랜드는 지난 6개월 동안 아마존 판매가 68% 증가하는 강력한 성장을 보여주었습니다.
재출시는 자몽, 블러드 오렌지, 블랙베리, 그리고 와일드베리의 네 가지 베스트셀러 맛을 선보이며, 16온스 12개들이 소매 케이스로 제공됩니다. 하이볼 에너지 음료는 160mg의 유기농 카페인, 각 50mg의 유기농 과라나와 인삼, 그리고 B 비타민을 포함한 건강에 좋은 성분으로 제조되며, 방부제나 감미료는 포함되어 있지 않습니다.
유통은 UNFI와 KeHe 유통업체를 통해 관리되며, 홀푸드 마켓의 전국적인 존재를 넘어 자연 채널과 소매 시장을 목표로 합니다.
Tilray Wellness (NASDAQ: TLRY) a annoncé une collaboration stratégique avec Whole Foods Market pour relancer les boissons Hi*Ball Energy dans le commerce de détail aux États-Unis. La marque de boissons énergétiques sans calorie et sans sucre, acquise par Tilray en 2024, a montré une forte croissance avec une augmentation de 68 % des ventes sur Amazon au cours des six derniers mois.
Le relancement présente quatre saveurs les plus vendues : Pamplemousse, Orange Sanguine, Mûre et Baie Sauvage, disponibles en caisses de 12 de 16oz. Les boissons Hi*Ball Energy sont formulées avec des ingrédients bénéfiques, y compris 160mg de caféine organique, 50mg chacun de guarana et de ginseng organiques, et des vitamines B, sans conservateurs ni édulcorants.
La distribution sera assurée par UNFI et KeHe Distributors, ciblant le canal naturel et les marchés de détail au-delà de la présence nationale de Whole Foods Market.
Tilray Wellness (NASDAQ: TLRY) hat eine strategische Zusammenarbeit mit Whole Foods Market angekündigt, um die Hi*Ball Energy Getränke landesweit im US-Einzelhandel neu zu lancieren. Die kalorienfreien und zuckerfreien Energydrink-Marke, die 2024 von Tilray übernommen wurde, hat in den letzten sechs Monaten ein starkes Wachstum mit einem Anstieg von 68 % bei den Amazon-Verkäufen gezeigt.
Die Wiederveröffentlichung umfasst vier Bestseller-Geschmäcker: Grapefruit, Blutorange, Brombeere und Waldbeere, die in 16oz 12er-Einzelhandelsverpackungen erhältlich sind. Hi*Ball Energy Getränke sind mit gesünderen Zutaten formuliert, darunter 160mg organisches Koffein, jeweils 50mg organisches Guarana und Ginseng sowie B-Vitamine, ohne Konservierungsstoffe oder Süßstoffe.
Die Distribution erfolgt über UNFI und KeHe Distributors und zielt auf den Naturkanal und Einzelhandelsmärkte über die landesweite Präsenz von Whole Foods Market hinaus.
- 68% sales growth on Amazon.com in past 6 months
- National distribution partnership with Whole Foods Market
- Additional distribution channels secured through UNFI and KeHe Distributors
- Expansion into health-focused beverage market with zero-calorie product
- Previous history of softening trends before Tilray acquisition
Insights
Tilray's reintroduction of Hi*Ball Energy into Whole Foods Market represents a meaningful step in the company's diversification strategy beyond cannabis. The nationwide distribution deal is particularly significant given Tilray's small market cap (
Three key elements make this development noteworthy:
- The
68% growth rate on Amazon over the past six months demonstrates strong consumer demand for the brand under Tilray's ownership - Securing nationwide distribution at Whole Foods provides immediate access to premium retail channels and health-conscious consumers
- The product's positioning aligns perfectly with current beverage trends toward clean labels, functional benefits, and zero-sugar formulations
This launch extends Tilray's revenue diversification strategy while leveraging existing distribution infrastructure. The natural channel represents an ideal testing ground before potential expansion into conventional retail, where margins would likely compress but volume would significantly increase.
While financial projections aren't provided, securing Whole Foods as a partner adds credibility to Tilray's consumer packaged goods strategy and could meaningfully contribute to non-cannabis revenue growth. The competitive functional beverage market remains challenging, but Hi*Ball's established brand equity and clean positioning provide advantages in this high-margin category.
This Whole Foods partnership marks a strategic win for Tilray in the functional beverage space. Hi*Ball's return to brick-and-mortar retail addresses three critical market dynamics:
- The premium energy segment is experiencing significant growth as consumers seek alternatives to traditional high-sugar options
- Hi*Ball's "clean energy" positioning (zero calories, zero sugar, organic caffeine) differentiates it in a crowded market
- The existing
68% Amazon growth rate suggests strong brand resurrection potential
Whole Foods provides an ideal launchpad for this type of product - their consumers index higher for health-conscious purchasing and willingness to pay premium prices for functional benefits. The initial four flavor rollout focuses on proven performers rather than risking innovation fatigue.
Distribution through UNFI and KeHe signals broader natural channel expansion beyond just Whole Foods. This enables Tilray to establish a foothold in specialty retail before potentially pursuing conventional channels.
This development shouldn't be viewed in isolation but as part of Tilray's broader strategy to build a diversified CPG portfolio with multiple revenue streams. By revitalizing acquired brands through their distribution network, Tilray creates value without the higher costs of building brands from scratch - a prudent approach given their financial constraints.
Tilray Expands Their Health-Focused Food and Beverage Portfolio with the Reintroduction of a Beloved Energy Drink, Hi*Ball Energy
NEW YORK, March 24, 2025 (GLOBE NEWSWIRE) -- Tilray Wellness, the better-for-you food and beverage division of Tilray Brands, Inc. (“Tilray”) (NASDAQ: TLRY and TSX: TLRY), is expanding their collaboration with Whole Foods Market this spring by re-introducing a beloved energy brand—Hi*Ball Energy—into US retail distribution. Made with zero calories and zero sugar, Hi*Ball supports sustained energy without compromises.
Hi*Ball Energy Makes a Comeback
Once a staple for Whole Foods Market and Natural Channel consumers, Hi*Ball Energy was a pioneer in the sustained energy movement. Following years of softening trends, Hi*Ball was acquired by Tilray Brands, who immediately began revitalizing the brand on eCommerce. The portfolio is now experiencing
“When Hi*Ball Energy joined our Tilray Brands, Inc. family in 2024, Whole Foods Market immediately took notice,” states Jared Simon, President of Tilray Wellness. “Their shoppers were disappointed to lose Hi*Ball Energy after years of brand loyalty. Thankfully, our reliability and quality as an innovation brand gave Whole Foods Market the confidence to restore this important consumer relationship. We look forward to welcoming these consumers back into the brand.”
_______________
1 Amazon 1P Shipped Sales, Hi*Ball Brand, 9/1/24-3/1/25 vs YAGO
Clean Energy Without Compromise
Hi*Ball Sparkling Energy Seltzer Waters are better-for-you alternatives to traditional energy drinks. Unlike most energy drinks, Hi*Ball Sparkling Energy Seltzer Waters are made without preservatives and sweeteners, and provide essential nutrients.
Each 16oz can features:
- 160mg of Organic Caffeine
- 50mg of Organic Guarana
- 50mg of Organic Ginseng
- B Vitamins (B-3, B-5, B-6, B-12)
Availability
Hi-Ball Energy is now available at Whole Foods Market stores nationwide in 16oz.12-Count retail cases. The brand will relaunch with four best-selling flavors:
- Grapefruit
- Blood Orange
- Blackberry
- Wildberry
Additional Natural Channel and retail distribution is available via UNFI and KeHe Distributors. For more information on Hi*Ball Energy launch plans and distribution, visit HiBall.com or contact news@tilray.com.
About Tilray Brands
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a global lifestyle and consumer packaged goods company at the forefront of beverage, cannabis and wellness industries with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy, wellness and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.
For more information on Tilray Brands, visit www.Tilray.com and follow @Tilray.
Forward-Looking Statements
Certain statements in this communication that are not historical facts constitute forward-looking information or forward-looking statements (together, “forward-looking statements”) under Canadian and U.S. securities laws and within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be subject to the “safe harbor” created by those sections and other applicable laws. Forward-looking statements can be identified by words such as “forecast,” “future,” “should,” “could,” “enable,” “potential,” “contemplate,” “believe,” “anticipate,” “estimate,” “plan,” “expect,” “intend,” “may,” “project,” “will,” “would” and the negative of these terms or similar expressions, although not all forward-looking statements contain these identifying words. Certain material factors, estimates, goals, projections, or assumptions were used in drawing the conclusions contained in the forward-looking statements throughout this communication. Forward-looking statements include statements regarding our intentions, beliefs, projections, outlook, analyses, or current expectations. Many factors could cause actual results, performance, or achievement to be materially different from any forward-looking statements, and other risks and uncertainties not presently known to the Company or that the Company deems immaterial could also cause actual results or events to differ materially from those expressed in the forward-looking statements contained herein. For a more detailed discussion of these risks and other factors, see the most recently filed annual information form of Tilray and the Annual Report on Form 10-K (and other periodic reports filed with the SEC) of Tilray made with the SEC and available on EDGAR. The forward-looking statements included in this communication are made as of the date of this communication and the Company does not undertake any obligation to publicly update such forward-looking statements to reflect new information, subsequent events, or otherwise unless required by applicable securities laws.
For further information, please contact
Media: news@tilray.com
Investors: investors@tilray.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/db1be534-3e02-4efd-a8d4-873c99a3436f
FAQ
What are the key ingredients in TLRY's Hi*Ball Energy drinks?
How much has TLRY's Hi*Ball Energy sales grown on Amazon in 2024-2025?
Which flavors of TLRY's Hi*Ball Energy are available at Whole Foods Market?
When did Tilray (TLRY) acquire Hi*Ball Energy?
