Shares of cannabis-lifestyle and consumer packaged goods company Tilray Brands Inc. ( TLRY ) are trading higher in premarket on Monday.

The company is strengthening its partnership with Whole Foods Market by bringing back its energy brand, HiBall Energy, to U.S. retail shelves this spring.

Recognized for offering zero-calorie and sugar-free energy drinks, HiBall Sparkling Energy Seltzer Waters is positioning itself as a more health-conscious choice than conventional energy drinks.

“When Hi*Ball Energy joined our Tilray Brands, Inc. ( TLRY ) family in 2024, Whole Foods Market immediately took notice,” said president of Tilray Wellness, Jared Simon.

“Their shoppers were disappointed to lose Hi*Ball Energy after years of brand loyalty. Thankfully, our reliability and quality as an innovation brand gave Whole Foods Market the confidence to restore this important consumer relationship.” 

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The beverages are free from preservatives and sweeteners. Each 16oz can of HiBall contains 160mg of Organic Caffeine, 50mg of Organic Guarana, 50mg of Organic Ginseng and vital B Vitamins (B-3, B-5, B-6, B-12).

The move is part of Tilray’s strategy to refresh the Hi*Ball brand and capitalize on the increasing demand for healthier energy drink options.

Following its acquisition by Tilray Brands ( TLRY ), Hi*Ball's presence has grown on eCommerce platforms, with the brand seeing a 68% increase in sales over the last six months on Amazon.com.

The company plans to accelerate the momentum through a retail launch, focusing on brick-and-mortar stores.

Hi*Ball Energy will be available nationwide at Whole Foods Market stores in 16oz, 12-count retail cases. The product will be relaunched with four of its best-selling flavors: Grapefruit, Blood Orange, Blackberry and Wildberry.

Price Action: TLRY shares traded higher by 3.55% at $0.67 in premarket at last check Monday.

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Photo courtesy of Tilray