Lucky Energy, the functional energy brand founded by serial entrepreneur Richard Laver, has announced a significant acceleration of its omnichannel strategy. The company is executing a dual-channel rollout across major regional grocery and national convenience networks, supported by a trio of senior executive hires from industry giants including Red Bull, Coca-Cola, and Congo Brands.
Retail Expansion: Grocery and Convenience
The brand has commenced a rollout to 218 H-E-B stores across Texas. Strategically, the product will be merchandised in the Healthy Living Section, reinforcing its positioning as a "cleaner, balanced" alternative to traditional high-sugar energy drinks. The H-E-B assortment features five flavours: OG Luck, Red Ryder, Tropical Thrill, Watermelon Candy, and Bodacious Berry.
In a major move for the convenience channel, Lucky Energy will expand nationwide in March through a partnership with EG America, the fifth-largest convenience-store operator in the U.S. This agreement secures placement across 31 states in banners such as Cumberland Farms, BP, Marathon, Phillips 66, Fastrac, KwikShop, Loaf 'N Jug, and Tom Thumb.
Category Expansion: Gummies Launch
Beyond beverages, the company is diversifying its portfolio with the launch of Lucky Energy Gummies. As the brand's first innovation outside the drinks category, this move targets the portable energy occasion, designed to complement the core beverage lineup rather than cannibalise it.
Executive Recruitment to Drive Scale
To support this rapid distribution growth, Lucky Energy has appointed three senior executives with deep CPG pedigree:
Ray Faust, Chief Commercial Officer: Formerly of OLIPOP, HEINEKEN USA, and Coca-Cola Refreshments, Faust is tasked with scaling national retail relationships and go-to-market execution.
Dan Zacka, Senior Vice President of Sales: Joining from Red Bull and Congo Brands, Zacka brings specific national account experience to strengthen retail performance and velocity.
Steve VanWettering, Senior Vice President of Distribution: Also arriving from Congo Brands, VanWettering will lead national DSD (Direct Store Delivery) and wholesale execution.
Richard Laver, Founder and CEO of Lucky Energy—and previously the founder of Kate Farms (acquired by Danone)—framed the expansion as a disciplined scaling phase. "Lucky Energy is entering a pivotal chapter of growth," Laver stated.
"We've built a strong foundation, proven velocity with key retail partners, and earned consumer trust. With the right leadership in place, we're focused on scaling with discipline while continuing to evolve how energy shows up in people's everyday lives."
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