Cwench Hydration powdered drinks roll out across Ontario Metro supermarkets

Cizzle Brands Corporation is launching its flagship product, Cwench Hydration, in Ontario Metro supermarkets. Formulated by performance coach Andy O’Brien alongside athletes and trainers, the Canadian brand says its powdered sports drink is a “cleaner” hydration product made with natural ingredients, no sugar and more than six electrolytes. 

The Metro launch builds on the momentum of Cizzle Brands’ recent IPO on the Cboe Canada stock exchange issued last month. It marks the Toronto-based company’s first entry into the Canadian large-chain grocery market segment, which its chairman and CEO, John Celenza, anticipates will bolster mainstream adoption.

“Here in Ontario, Metro is one of the most recognized names in the grocery category, and so we are very pleased that Metro is beginning to stock Cwench Hydration products in its Ontario stores so shortly after we first launched the brand,” says Celenza.

Canada retail foray

Cwench Hydration is available in the flavors of Blue Raspberry, Berry Crush, Cherry Lime and Rainbow Swirl. Initially, the pharmacy sections of 47 Metro supermarkets will be carrying its powdered mix packets, sold in a ten-count format, which will be available in-store by the end of this month.

This launch complements Cwench Hydration’s existing retail footprint in major Canadian chain retailers, which includes Sport Chek, Canadian Tire and Source for Sports.

Following this launch, Cwench Hydration will be available at more than 1,300 points of sale across Canada, the US and Europe.

“Our objective is to turn Cwench Hydration into a household name that is recognized as a better hydration option for athletes of all ages, and we believe that availability at Metro supermarkets will be a key step toward that. We look forward to working together to make this new-found partnership a productive and fruitful long-term business relationship.”

Cwench Hydration is available in the flavors of Blue Raspberry, Berry Crush, Cherry Lime and Rainbow Swirl.Cizzle Brands IPO

Cizzle Brands generated CAD$4.9 million (US$3.4 million) in net revenue from Cwench sales between its May 28, 2024 launch and October 31, 2024.

In its first quarter of operations (Q4 2024 with its fiscal year-end on July 31, 2024), Cizzle Brands generated CAD$2.1 million (US$1.457 million) in net sales with a gross profit that led the company to achieve a 57.1% gross margin.

The most recent quarterly results for Cizzle’s fiscal Q1 2025 (August to October 2024) reflected sequential all-around growth with CAD$2.8 million (US$1.9 million) in net sales, CAD$1.75 million (US$1.2 million) gross profit and an improved gross margin of 62.5%.

Driving visibility

Within just six months of launching, Cizzle Brands’ products were reportedly ordered by half of all National Hockey League teams, with 18 franchises currently ordering products for their players and staff, as well as 14 Major League Baseball teams, two National Football League teams, two National Basketball Association teams and 16 National Collegiate Athletic Association teams.

To drive visibility of its Cwench barnd, Cizzle Brands will be working with Metro to provide training resources and materials for employees to improve conversion rates. Cizzle Brands also plans to provide ancillary marketing support to promote awareness of Cwench Hydration’s availability in Metro supermarkets.

Metro operates 995 stores primarily in Ontario and Quebec under banners including Metro, Metro Plus, Food Basics and Super C.

In other Canadian market activities, Health Canada recently approved TSI Group’s Peak ATP (adenosine 5’-triphosphate) ingredient for five sports nutrition claims. The pharmaceutical company markets its ingredient as a highly bioavailable, non-stimulant energy source.

Protein Industries Canada, meanwhile, revealed it has invested in a project aimed at developing new high-protein ingredients from Canadian fava beans. The collaborative effort involved Griffith Foods, BFY Proteins, Botaniline and Faba Canada, each contributing expertise to produce neutral-flavored, high-protein, reduced-salt and allergen-free fava bean proteins for CPG products.