Cove Soda Taps Veteran CEO to Lead Functional Beverage Charge

HALIFAX, NS – January 15, 2026 – Canadian functional beverage brand Cove Soda has announced a significant leadership overhaul, appointing beverage industry veteran Bryan Crowley as its new Chief Executive Officer and Board Member. The move signals an aggressive strategy to scale the company's operations across North America and capture a larger share of the burgeoning functional soda market.

A New Playbook for a High-Growth Category

Cove Soda is assembling a team of seasoned executives to guide its next phase of growth. Joining Crowley are Craig Olikiewicz as Chief Commercial Officer and Joe Lee, who was appointed Chief Operating Officer in the spring of 2025. This new leadership team brings decades of combined experience in scaling high-growth consumer brands, a deliberate move to transition Cove from a beloved Canadian startup into a formidable continental competitor.

Crowley himself brings a formidable resume spanning more than 25 years. His career is marked by leadership roles at pivotal moments for innovative brands. He previously served as CEO for G FUEL, and partnered with serial beverage entrepreneur Lance Collins to launch and scale Casa Azul Spirits and ZenWTR. His experience also includes CEO roles at Soylent and Flying Embers, and strategic positions at KeVita, which was acquired by PepsiCo, and VEEV Spirits, acquired by Luxco. This track record of navigating early-stage companies through periods of rapid, profitable growth is precisely what Cove Soda needs as it expands its footprint.

"Functional soda has moved from an emerging trend to a high-growth category that demands creative brand building and disciplined execution," said Crowley in a statement. "Founders John and Ryan MacLellan have built a great-tasting product and an authentic brand with real consumer love. The opportunity now is to scale that foundation thoughtfully and build a business designed for longevity."

Olikiewicz, the new CCO, brings deep commercial expertise from his recent role as Senior Vice President of Sales at Nutrabolt, where he led national retail expansion. His appointment underscores Cove's focus on a "disciplined, data-driven approach to growth," as Crowley noted, aiming to secure and expand shelf space in a competitive retail environment. Meanwhile, COO Joe Lee’s 20 years in global operations and supply chain management are critical for ensuring the company can efficiently meet accelerating consumer demand without compromising quality.

Riding the Wave of a Health-Conscious Revolution

The leadership shuffle comes as the functional beverage market is experiencing explosive growth. The North American market, valued at over $58 billion in 2025, is projected to exceed $88 billion by 2033, growing at a CAGR of over 7%. The functional soda sub-category itself grew by an astonishing 250% in 2023, fast approaching $1 billion in annual sales.

This boom is fueled by a fundamental shift in consumer behavior. Shoppers, particularly Millennials and Gen Z, are increasingly turning away from traditional, high-sugar carbonated soft drinks in favor of "better-for-you" alternatives that offer tangible health benefits without sacrificing taste. Cove Soda is positioned squarely in the center of this trend. Each can boasts zero sugar, 1 billion CFUs of probiotics for gut health, and a significant portion of the daily recommended vitamin C, all while delivering a classic soda taste.

This focus on taste is a key differentiator in a crowded market. While competitors like Olipop and Poppi—which have seen massive success and recent high-value acquisitions by major corporations—often feature apple cider vinegar or high fiber content, Cove has focused on recreating traditional soda flavors. This strategy may appeal to a broader demographic of consumers looking for a direct, healthier substitute for their favorite soft drinks. The brand's rapid success, becoming the number three healthy soda brand at Target within months of its U.S. launch, suggests this approach is resonating.

From Farmers' Market to Continental Contender

Cove Soda's current ambitions stand in stark contrast to its humble origins. Founded in 2017 by brothers John and Ryan MacLellan, the company began by selling kombucha at a local farmers' market in Halifax, Nova Scotia. Their commitment to real ingredients and authentic flavor quickly built a devoted local following, paving the way for a strategic pivot to probiotic sodas.

This pivot proved prescient. The brand has since become the leading functional soda in Canada, available in over 2,250 retail locations, including major chains like Sobeys, Loblaw, and Costco. A landmark distribution partnership with Keurig Dr. Pepper (KDP) Canada is set to further accelerate its market penetration nationwide.

The company's U.S. expansion has been equally aggressive and successful. After launching in early 2024, Cove Soda is now available in over 7,000 retail doors across North America. This includes a national rollout in 530 Costco warehouses and placement in major retailers like Target, Whole Foods Market, and HEB, putting the brand directly in front of health-conscious American consumers and proving its ability to scale rapidly.

Fueling the Expansion with Star-Studded Capital

This rapid scaling is backed by significant financial investment. In November, Cove Soda announced it had closed a $15 million USD Series A funding round led by Vanterra Ventures, a firm known for backing high-growth consumer health companies.

The round also attracted a notable list of participants, including RiverPark Ventures, The Palm Tree Crew, and a roster of celebrity and athlete investors such as Diplo, Miles Teller, The Chainsmokers, Michael Rubin, and NHL stars Jack Eichel and Aaron Ekblad. This blend of institutional and strategic cultural investors provides not only capital but also significant marketing and brand-building potential.

The funds are being directly funneled into the company’s North American growth strategy, supporting the introduction of new flavors, expanding the operational and leadership teams, and scaling marketing efforts to build brand awareness in the competitive U.S. market. The appointment of Crowley and his team is a direct result of this strategy, ensuring the capital is deployed effectively by experienced hands.

With a proven product, a clear market tailwind, a robust war chest, and now a leadership team with a history of building category-defining brands, Cove Soda is signaling its intention to do more than just participate in the functional soda boom. "With this leadership team in place and strong investor backing, Cove is entering its next chapter," Crowley stated. "This is just the beginning."