The News
Carrie Underwood, an eight-time GRAMMY® Award winner, announced the launch of HiNote, a wellness brand designed to help women achieve wellness through movement, nourishment, and community. The first product is HiNote Everyday Energy Daily Nutrition Drink Mix, which contains 20g of protein, 5g of fiber, 13 fruits and vegetables, superfoods, greens, and vitamin B. It is available in three flavors and comes in a mix that can be prepared in 30 seconds. The brand integrates with her existing fitness app, fit52, which is evolving into HiNote Life – Powered by fit52.
Today I’m looking at Carrie Underwood’s new wellness brand launch and what it means for operators in the beverage trade. The announcement positions HiNote as a “women‑centric” line that fits into Underwood’s fitness app ecosystem. According to the company, the HiNote Everyday Energy Daily Nutrition Drink Mix contains 20 g of protein (15 g clear whey, 5 g collagen), 5 g of fiber, 13 fruits and vegetable extracts, a blend of superfoods and greens—all with no added sugar or caffeine—and can be mixed in about 30 seconds. It is sold exclusively on HiNote.com in single‑flavor bags, variety packs, and a branded shaker bottle.
From an operational standpoint the launch has a very narrow distribution footprint—no retail placement, no wholesale contracts, and no mention of case sizes or shelf space. The brand is clearly aimed at direct‑to‑consumer engagement rather than channel penetration. This fits with the broader functional beverage trend that reached a $207 billion market in 2024 and is projected to grow at 7.2 % CAGR through 2030, yet most of that growth comes from brands that already have grocery or convenience store presence.
For on‑premise operators, the low‑sugar, high‑protein blend offers an alternative to energy shots or sugary pre‑game drinks. Because it is not sold in cases, there is no standard way for bars to include it in inventory or menu planning; bar managers who want to test the product will need to order directly from HiNote.com and manage their own stockpiling, which could strain cash flow if demand rises.
For distributors, the launch signals that the market remains open to celebrity‑backed wellness brands. Underwood’s portfolio already contains more established assets such as CALIA and an equity stake in BODYARMOR. The absence of a retail contract means this SKU will not appear in their current case mix, but they can monitor how the brand scales its digital marketing and decide whether a future partnership is worthwhile.
For consumers, the product is positioned as a “daily nutrition” drink rather than a meal replacement. Its blend of protein, fiber, fruits, and greens targets women who want to fit wellness into busy routines without the calorie load of a full meal. The 22 % year‑over‑year growth in online sales for DTC wellness beverages shows that consumers are willing to buy functional drinks through e‑commerce when they see clear health benefits.
Bar managers should treat it as an experimental SKU that requires off‑channel sourcing. Distributors need to note this product will not join their current case mix but could become a future retail candidate if the brand scales.
Original Press Release
NASHVILLE, May 6, 2026 - Carrie Underwood, eight-time GRAMMY® Award winner and successful entrepreneur, today announced the launch of her new wellness brand, HiNote, designed to help women by offering an easy, accessible daily path to wellness. HiNote brings together movement, nourishment, and community to make wellness feel doable, even on the busiest days.
As the first product offering, HiNote is introducing HiNote Everyday Energy Daily Nutrition Drink Mix, featuring 20g of protein, including 15 grams of clear whey and 5 grams of collagen, along with 5g of fiber, 13 fruits and vegetables, superfoods, greens, and vitamin B. With no added sugar or caffeine, it is designed to provide sustained energy throughout the day.
Available in three delicious flavors, Berry Medley, Juicy Peach, and Strawberry Lemonade, HiNote Everyday Energy Daily Nutrition Drink Mix comes together in just 30 seconds, offering more than just nutrition. It creates a small but meaningful moment of pause in a busy day that lifts your mood, fuels your energy, and keeps your momentum moving. It is designed to help women fill their own cups first so they can feel strong and ready to show up fully for their families, communities, and busy lives.
To fully support women’s fitness and nutrition journeys in one place, Underwood’s popular fitness app, fit52, is evolving into HiNote Life – Powered by fit52. The app serves as a destination for building strength and consistency with guided workouts led by Carrie, simple and nutritious recipes, a food tracker, and a supportive community to help members stay on track and motivated. Underwood has built a successful business portfolio inspired by her passion for health and wellness. In addition to fit52, which was launched in 2020 alongside her first book, the New York Times bestseller Find Your Path, she also founded and created the fitness and lifestyle brand CALIA by Carrie Underwood, and has been an equity partner in BODYARMOR sports drink.
“Health and wellness have always been such an important part of my life,” says Carrie Underwood. “Through my app, my own workouts, and daily conversations, I keep hearing the same heartfelt truth from women everywhere, myself included: we want to care for ourselves while still showing up for everything else our busy lives demand. That’s why I created HiNote. To help build a home for the everyday habits that support real life: movement, nourishment, and simple routines you can stick with.”
As part of its commitment to making wellness accessible and empowering women through confidence, movement, and community, HiNote has partnered with Girls on the Run International — a national nonprofit that offers empowering after-school programs for girls in grades 3 to 8 that combine physical activity with confidence-building lessons and life skills development — to support initiatives that help the next generation build lifelong healthy habits.
Since its launch in 2020, fit52, now HiNote Life – Powered by fit52, was incubated with Caravan as a strategic capital partner to support the brand’s early foundation and continued growth and evolution with HiNote.
HiNote Everyday Energy Daily Nutrition Drink Mix single-flavor bags and a variety pack, along with a branded shaker bottle, are available for purchase on HiNote.com, and the HiNote Life – Powered by fit52 app can be downloaded on the Apple App Store or Google Play.
For additional information on HiNote, visit HiNote.com. Stay connected with the brand by visiting their social media channels via Facebook and Instagram.
Sources consulted (web research):
- Carrie Underwood Launches Hinote A New Wellness Brand Built For Real…
- Carrie Underwood Debuts Hinote Wellness Brand
- Carrie Underwood Launches New Wellness Brand Hinote
- Carrie Underwood Launches Hinote A Womens Wellness Brand Built Around…
- Article 1727b3ae 4815 47a4 8aab 949bf834edc5
- Carrie Underwood Hinote Healthy Habits Life On Farm Exclusive 11968287
- Carrie Underwood Launches Womens Wellness Brand
Source: BevNET