Just as BioSteel goes bust, another sports hydration brand, Bodyarmor, makes plans to enter Canada.

Beginning in January 2024, Bodyarmor will bring its original, as well as its low-cal version Bodyarmor Lyte, north of the border.

Founded in 2011, the brand differentiates itself by offering a premium coconut water-based product, with electrolytes, antioxidants, as well as natural flavours and sweeteners. The brand typically goes after the 18-34 set who attempt to live a healthy, active lifestyle.

“We have seen incredible growth for our brand in the 10-plus years since our inception and international expansion has been a key topic of discussion since the full acquisition of the brand by The Coca-Cola Company in November of 2021,” says Federico Muyshondt, Bodyarmor’s CEO.

“We know that consumers around the world, but more specifically in Canada, are now looking for more functionality in their beverages – they want more out of what they’re consuming.”

The brand will distribute eight new SKUs in early 2024 coast-to-coast and the launch in the new year will include a shopper marketing component, as well as social, digital and PR. The brand is finalizing in-store assets in convenience, club and grocery, which will have an emphasis on premium hydration.

Muyshondt tells strategy that even though this is the first time it’s distributing in Canada, consumers here already recognize the product. “We have updated the Canadian labels to be more relevant to the market in terms of language, ingredients and specific market formulations, but otherwise, it was important to us we keep a consistent visual identity for this launch.”

“We are also looking into expanding our current roster of incredible athlete partners to include a Canadian athlete as well,” he says. South of the border, the brand is currently linked to U.S. women’s soccer star Alex Morgan and NFL quarterback Joe Burrow.

“In addition to our own desire to expand, we would also be remiss not to mention one of the biggest moments in sports will be coming to North America in 2026 – the FIFA World Cup,” says Muyshondt. The event, he explains, is playing a role in its strategy of how and where the company plans to expand in the future.