Ryde Canada is making waves in the fast-growing wellbeing beverage market, and Kervy Diaz, head of wellbeing and stimulation at Ryde, says the brand has ambitious plans to expand its retail footprint across the country.
Launched in 2023, Ryde began with a small footprint in Circle K Ontario downtown and has since added Rabba and several independent retailers. “The first six months were really to understand how consumers behave and how retailers accept the brand. So we wanted a dry run on the retail side. We also launched on Amazon. It’s been quite a fun couple of months since we launched,” said Diaz.
The idea behind Ryde stems from a desire to make a real difference in the wellbeing industry. “We felt, and still feel, there are a lot of products out there that claim to be efficacious or clean but don’t necessarily deliver to consumer standards. We saw an opportunity.”
Ryde simultaneously launched in three markets: Australia, the US, and Canada. “The objective is really to solve a consumer problem — looking for specific benefits that can help them in day-to-day life, making it simpler,” Diaz explained.
Currently, Ryde offers three SKUs in Canada: Energy, Focus, and Relax. “We have Energy, which is basically a tropical flavour, kind of a boost when you need it but with less jitter. Then Focus, which is an orange taste, really for when you need fuel in your mind, when you need to concentrate and elevate. Then Relax, for when you want to unwind, which is a raspberry taste,” Diaz detailed. All are sold in a convenient 60 ml shot format with transparent ingredient labeling aimed at today’s knowledgeable consumers.
The formulation of Ryde’s drinks is done entirely in-house through Water Street Collective Company. “We started by identifying a mood we believe the market needs. We look at different stacks of ingredients available globally — the science from the US, London, anywhere — and how those ingredients behave together, not just individually. Then we create our own recipe, which we call our stack or replenishment. After the recipe is set, we do our own human effect study to make sure it works. That’s basically how we approach building Ryde and its variants,” Diaz said.
Distribution is currently split between digital channels, including Amazon, and brick-and-mortar retail. “We are in over 3,000 points of sale including Circle K Ontario, Parkland, Petro-Canada, Rabba, Farmboy, and others. We will expand rapidly in the next few months. We are finalizing some negotiations now and expect to reach 7,000 stores before the end of the year. We have a very ambitious plan ahead,” Diaz confirmed.
Retailers have responded positively to the product. “Not only because of the format and the space it takes, or the revenue it brings, but most importantly because consumers drawn to the wellbeing section are increasing,” he said.
When asked about the types of partners Ryde is targeting, Diaz noted, “For now, we are very concentrated and will remain so in CNG and grocery. Eventually, we’ll develop specialty channels. Those are the three main channels we aim to grow in the next 12 months.”
He added, “From a partner perspective, we want people interested in the wellbeing area who want to work the brand as they grow and as we grow. We believe we are aligned with where the retail industry is heading.”
With a clear focus on consumer benefits and retailer alignment, Ryde Canada is positioning itself for strong growth in a competitive market.
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