Crunchy Hydration, the Virginia Beach–based sparkling water company led by Megan Riggs, continues to build momentum with the launch of a new Pineapple Coconut flavor and a complete rebrand designed to reflect the company’s mission.
“We rebranded to evolve with the momentum of our business and to better reflect what Crunchy truly stands for: mindful hydration with genuine functional benefits,” said Riggs. “As we scaled, we realized our branding needed to match the quality of what’s inside the can.”
The rebrand introduced sustainable digitally printed cans and a sharper brand story centered on transparency and wellness. Riggs emphasizes that Crunchy remains the first functional water with zero calories, zero sugar, no artificial sweeteners—and added health benefits.
National Reach and Local Roots
Crunchy has quickly expanded into more than 650 retail locations nationwide, including Whole Foods, Wegmans, Food Lion, and independent grocers. The brand is also set to launch an exclusive four-pack on Thrive Market later this month, a major e-commerce platform for health-conscious consumers.
“Thrive Market has built incredible trust with a highly engaged community of health-conscious consumers,” Riggs said. “Partnering with Thrive is a dream and allows us reach a nationwide audience who are actively searching for better-for-you beverages and gives us a platform to scale while staying true to our values.”
Crunchy’s visibility has also grown through creative grassroots efforts. At the Startup World Cup, the company hosted the Freelife Crunchy Drink Off, where five locals had 60 seconds to drink as many Crunchy’s as possible—think Fourth of July hot dog eating contest, but with sparkling water. Crunchy also pitched during the competition and was recently named a finalist for 757 TechNite’s Startup to Watch award.
The company has been featured in BevNET, the leading media outlet for the beverage industry, and in Innovate Hampton Roads’ “Disrupting the Tide” series, which highlights bold regional entrepreneurs.
A Mission Rooted in Wellness
For Riggs, Crunchy is more than just another beverage brand. “When I founded Crunchy, it was personal,” she explained. “I’d struggled with anxiety and turned to natural healing and mindful wellness to find balance. I wanted to create a beverage that genuinely supported mental and physical health without cutting corners or hiding behind buzzwords.”
That authenticity, she said, remains at the heart of the company. “Consumers deserve transparency, and I want Crunchy to be the brand people can trust.”
Riggs also noted that expanding retail presence is about more than distribution. “Visibility in retail is about more than just getting on the shelf—it’s about standing out once you’re there,” she said. “Most importantly, we know trial leads to loyalty, so our focus is on getting cans into hands—whether that’s through demos, events, or our growing e-commerce presence that drives retail pull-through.”
Looking Ahead
While Crunchy didn’t take home the Virginia Startup World Cup title, the company walked away with something equally valuable: exposure to new audiences. That momentum, paired with retail growth, upcoming e-commerce launches, and a stronger brand identity, positions Crunchy Hydration as a fast-rising contender in the competitive sparkling water market.
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