Some milestones are measured in numbers. Others are measured in the people who begin to notice the journey. For Ö HYDRATION, being featured in Le Soleil represents a little of both. In a recent business article, the Quebec newspaper took a closer look at the story behind the brand, its rapid growth and the ambitious next chapter now taking shape across Canada.
Founded in Lévis in 2023 by entrepreneur Cassandra Pichette, Ö HYDRATION began with a simple idea: make everyday hydration more enjoyable and accessible with vitamin-infused products made without sugar or artificial flavours. Today, that idea has grown into a rapidly expanding Canadian brand.
From a small beginning to remarkable growth
Ö HYDRATION started by offering vitamin powder sticks designed to flavour water. Two years later, the company expanded its portfolio with ready-to-drink canned beverages built around the same philosophy.
That evolution has had a significant impact. According to Le Soleil, the company's revenue more than doubled in 2025, with growth continuing into 2026. What began as an entrepreneurial project in Quebec has now become a business with national ambitions.
The brand is already available through major retailers including Jean Coutu, Uniprix, Familiprix, Avril, Metro and Rachelle Béry, among others.
From Quebec to the rest of Canada
One of the most important developments highlighted by Le Soleil is Ö HYDRATION's accelerated expansion outside Quebec.
Until recently, approximately 90% of the brand's sales came from Quebec. That balance is now beginning to change as Ö HYDRATION strengthens its presence in other Canadian markets. A new distribution agreement with UNFI is helping make that expansion possible, opening the door to hundreds of new stores across the country.
The brand has already confirmed between 700 and 900 new points of sale in Canada, including retailers such as Fortinos, Metro in Ontario, Sobeys and Whole Foods Market. For a Quebec-born company, reaching consumers from Ontario to Western Canada is a significant step—and one that comes with its own set of challenges.
Growing strategically, one market at a time
National expansion is about more than simply putting products on more shelves. Each region has its own consumer habits, preferences and retail landscape.
That is why Ö HYDRATION is approaching its Canadian growth strategically, with the goal of building awareness while remaining true to the brand's identity. A first $2 million financing round is also helping support this next phase, including marketing investments, working capital and efforts to increase brand awareness across the country.
The United States may eventually be part of the story, with discussions already underway for a potential 2027 expansion. But for now, Canada remains the priority.
An unexpected lesson in leadership
The Le Soleil feature also highlights a more personal chapter in Cassandra Pichette's entrepreneurial journey. After breaking her leg in an accident earlier this year, the founder was forced to slow down-something that proved difficult for someone accustomed to being deeply involved in every aspect of the company.
But the experience also brought an unexpected lesson: a growing company needs a strong team behind it. After spending much of Ö HYDRATION's early years as the company's only internal employee, Pichette has begun building a larger team and learning to delegate more. The result is perhaps one of the most telling signs of growth: the company kept moving forward.
A story that is still being written
Being featured in Le Soleil is an opportunity to look back at how far Ö HYDRATION has come, but also at everything that remains ahead.
From a small Quebec startup to a brand entering hundreds of new Canadian stores, the journey is changing quickly. Yet the original mission remains at the heart of it all: helping people make hydration a simpler, more enjoyable part of everyday life. The story that began in Lévis is now travelling well beyond Quebec.
And this chapter is only beginning.