BEHY
BEHY Beverages Inc. is a Quebec-based, athlete-founded CPG company that manufactures and sells maple syrup-sweetened hydration powder mixes, ready-to-drink beverages, and reusable bottles directly to Quebec consumers via behy.ca and a network of independent Quebec retailers.
- Company typePrivate
- Founded2024
- HeadquartersDelson, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
BEHY firmographics
Firmographics- Name
- BEHY
- Legal name
- BEHY Beverages Inc.
- Website
- https://behy.ca
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- BEHY Beverages Inc. is a Quebec-based, athlete-founded CPG company that manufactures and sells maple syrup-sweetened hydration powder mixes, ready-to-drink beverages, and reusable bottles directly to Quebec consumers via behy.ca and a network of independent Quebec retailers.
- Ownership category
- akta.pro rank
BEHY industry classification
Industry- Product category
- Sports Hydration Beverages
- NAICS
- Soft Drink Manufacturing (312111), Bottled Water Manufacturing (312112), Soft Drink and Ice Manufacturing (31211)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)
- akta.pro primary industry
- Functional Hydration & Electrolyte Water Production (AFAFAFAH)
- akta.pro secondary industries
- Sports Drink Production (Isotonic/Hypotonic) (AFAFABAF), Sports Drinks & Hydration Beverages (CRADAHAK)
Keywords
Where BEHY is headquartered
LocationHeadquarters
- HQ city
- Delson
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
BEHY business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Product Sales - E-commerce: Direct-to-consumer online sales through behy.ca Shopify store, offering hydration powder (bulk and sachets), ready-to-drink beverages, and reusable bottles. Revenue generated through one-time purchases with occasional promotional pricing.
- Product Sales - Retail: Wholesale distribution through independent retailers across Quebec including IGA, Bonichoix, Voila, Rachelle Béry, Sportsexperts, Marché Tradition, Trio Hockey, Filgo, Harnois Énergies, and Beau-Soir.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hydration Mix Bulk - 35 servings powder |
| Unit Pricing | Pay-as-you-go | Hydration Mix Sachets - 12 individual packets |
| Unit Pricing | Pay-as-you-go | Hydration Drink Case - 12 ready-to-drink bottles |
| Unit Pricing | Pay-as-you-go | Reusable Bottle - 800ml |
| Unit Pricing | Pay-as-you-go | Discovery Ensemble - Starter kit |
| Unit Pricing | Pay-as-you-go | Hydration Ensemble - Full kit |
| Unit Pricing | Pay-as-you-go | Demidov 93 Limited Edition Kit |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
BEHY product offering
Product offeringCore offering
BEHY manufactures and sells maple-syrup-based sports hydration products, including electrolyte powder mixes (sachets and bulk formats), ready-to-drink canned beverages, and reusable sport bottles. Its products deliver 475mg of electrolytes per serving and use Quebec-sourced maple syrup as the natural sweetener, targeting athletes, active consumers, and families in Quebec and across Canada.
Product overview
BEHY is a functional hydration beverage brand founded by professional athletes (Maxime Talbot, Étienne Boulay, and Bruno Gervais) launched in April 2024. The product portfolio consists of powder-based hydration mixes available in bulk (35 servings) and individual sachets (12-pack), ready-to-drink bottled beverages (case of 12), and reusable bottles (standard and long-nose versions). Products are sweetened exclusively with Quebec pure maple syrup and contain 475mg electrolytes per serving. Bundled offerings include the Discovery Set (starter kit with sachets and bottle) and Hydration Set (comprehensive bundle with bulk powder, sachets, and bottle). A limited edition Demidov 93 collaboration kit is also offered. All products emphasize natural ingredients with zero artificial sweeteners, stevia, or sucralose, and are manufactured in Quebec, Canada.
Differentiator
Problem solved
Functional benefit
Products and services
- Hydration Mix Bulk Bulk-format maple-syrup-based electrolyte hydration powder mix delivering 475mg electrolytes per serving, designed for regular active consumers who want to refill their reusable bottle at home.
- Hydration Mix Sachets Single-serve sachet format of BEHY's maple-syrup-based electrolyte powder mix, offering 475mg electrolytes per serving for portable, on-the-go hydration.
- Hydration Drink Case Case-format ready-to-drink maple-syrup-based hydration beverages, providing convenient pre-mixed electrolyte hydration for athletes and active consumers.
- Reusable Bottle Standard reusable sport bottle branded with BEHY, designed for daily use with the hydration mix powders and ready-to-drink beverages.
- Reusable Bottle Long Nose Long-nozzle variant of BEHY's reusable sport bottle, designed for easier sipping during training and athletic activity.
- Discovery Set Sampler set of BEHY's hydration mix flavors, allowing new consumers to try multiple varieties of the maple-syrup-based electrolyte powder mix.
- Hydration Set Bundled set combining BEHY hydration mix sachets with a reusable bottle, offering consumers a complete ready-to-use hydration solution.
- Demidov 93 Limited Edition Kit Limited-edition co-branded hydration kit tied to the Demidov 93 athlete identity, bundling a reusable bottle and hydration products for athlete-brand fans and collectors.
Quantifiable outcome
- 475mg total electrolytes per 500ml serving - meets sporting standard of 450mg
- +2 more outcomes
Companies that use BEHY
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
BEHY technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
BEHY partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- IGAcoreQuebec independent grocery chain offering BEHY hydration products in their retail locations across Quebec.
- BonichoixcoreQuebec independent grocery banner offering BEHY products in their store network.
- VoilacoreQuebec grocery retailer offering BEHY hydration products in their retail locations.
- Rachelle BérycoreQuebec health-focused grocery retailer offering BEHY products, aligning with their natural and health product positioning.
- SportsexpertscoreQuebec specialty sports retailer offering BEHY hydration products, aligning with athlete-focused customer base.
- Marché TraditionminorQuebec independent grocery banner offering BEHY products in their store locations.
- Trio HockeyminorQuebec hockey specialty retailer offering BEHY products, aligning with the brand's hockey heritage.
- FilgominorQuebec convenience store chain offering BEHY products for on-the-go hydration.
- Harnois ÉnergiesminorQuebec convenience and energy retailer offering BEHY products.
- Beau-SoirminorQuebec home goods retailer offering BEHY reusable bottles and potentially hydration products.
- Montreal Canadiens / LNHcoreOfficial partner status indicated with LNHB logo on website. Co-branded limited edition product with Ivan Demidov (#93 Canadiens player).
- ShopifycoreE-commerce platform powering behy.ca online store. Terms of service explicitly state 'behyhydration is powered by Shopify'.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
BEHY competitors and assessment
Company assessmentDirect peers
- Liquid IV: US-based powdered electrolyte hydration mix sold direct-to-consumer and through retail. Closest format and use-case match to BEHY's powder sachets and bulk mix, with comparable clean-label positioning.
- BioSteel: Canadian sports nutrition and hydration brand with deep presence in Canadian retail and professional sports sponsorships. Direct peer for the same Canadian athlete and active-consumer segment.
- LMNT: Direct-to-consumer electrolyte mix brand targeting athletes and active consumers. Competes for the same premium hydration occasion with no-sugar, clean-ingredient positioning similar to BEHY's maple-syrup approach.
- DripDrop: Electrolyte powder mix brand sold through DTC and retail. Competes for the same hydration occasions as BEHY with a similar sachet format and electrolyte-led value proposition.
- Skratch Labs: Clean-label sports hydration brand founded by athletes, sold through DTC and specialty retail. Highly comparable origin story, formulation philosophy, and target customer to BEHY.
- Atypique: Quebec-based beverage brand co-founded by BEHY co-founder Étienne Boulay. Same Quebec provenance story, similar DTC-plus-retail distribution model, and overlapping founder network.
- Nuun: Effervescent hydration tablet brand sold through DTC, sports retail, and grocery. Competes in the same portable-electrolyte-hydration occasion as BEHY's sachet format.
Broad incumbents
- Gatorade: PepsiCo-owned sports hydration brand that BEHY explicitly compares itself against. Category-defining incumbent with massive marketing budgets, but uses artificial sweeteners and additives that BEHY's clean-label positioning directly attacks.
- Powerade: Coca-Cola-owned sports drink that BEHY benchmarks against on its comparison chart. Direct competitor for the same athlete and active-consumer segment, with deep retail penetration across Quebec and Canada.
- Pedialyte: Abbott-owned electrolyte hydration brand explicitly compared on BEHY's ingredient table. Targets similar rehydration and family-use occasions, but is positioned more toward medical/illness recovery than athletic performance.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
BEHY social profiles
Digital presenceBEHY financial estimates
Financial estimateRevenue estimate
Valuation estimate
BEHY leadership team
Management profileNumber of profiles
Profiles5 records
BEHY funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BEHY M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BEHY
What does BEHY do?
BEHY manufactures and sells maple-syrup-based sports hydration products, including electrolyte powder mixes (sachets and bulk formats), ready-to-drink canned beverages, and reusable sport bottles. Its products deliver 475mg of electrolytes per serving and use Quebec-sourced maple syrup as the natural sweetener, targeting athletes, active consumers, and families in Quebec and across Canada.
Is BEHY a public or private company?
BEHY is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BEHY founded?
BEHY was founded in 2024. It employs 1 to 10 people.
Where is BEHY based?
BEHY is headquartered in Delson, Canada, in the North America region.
How does BEHY make money?
Two revenue lines are on record. Product Sales - E-commerce is the primary driver. The others are product Sales - Retail.
Who are BEHY's main competitors?
Direct peers on record are Liquid IV, BioSteel, LMNT, DripDrop, Skratch Labs, Atypique and Nuun. Broad incumbents are Gatorade, Powerade and Pedialyte.
Does BEHY have an API?
No public API is recorded for BEHY.
What industry is BEHY in?
BEHY's product category is Sports Hydration Beverages. Its primary akta.pro industry code is AFAFAFAH, Functional Hydration & Electrolyte Water Production, with a secondary code of AFAFABAF, Sports Drink Production (Isotonic/Hypotonic). Its NAICS code is 312111 and its SIC code is 2086.