Executive Moves: Bob Groux in as Little Miracles Interim CEO

LittleMiracles-Review_480x320At the top of 2014, London-based organic energy drink makers Little Miracles began its entry into the US beverage market by signing national broker agreements with Acosta Sales and Marketing and Coast Brands Group. By June, the ginseng and acai-infused teas and fruit juices were available at more than 1,200 select retailers across North America. Now, the company has appointed a new CEO for its U.S. operations, with Bob Groux of Coast Brands stepping in to replace John Carroll on an interim basis.

A seasoned vet in beverage distribution, Groux began his career as a buyer for 7-Eleven stores in the tri-state area. He’d go on to work with bringing Snapple, Nantucket Nectars, Stewart’s and Dad’s Root Beer to California in the late 1980s through the mid-1990s.

In a call to BevNET, Groux pointed to distribution as well as advertising and marketing as top priorities for Little Miracles’ US expansion in 2015.

“We’ve got big distributor plans in our key markets,” Groux said. “We really want to make the product availability very significant, and then starting in May, hit it with some strong advertising and marketing in each of those specific markets. In our chains we’re also focused on doing a lot of demos and heavy promotional pricing to drive trial.”

Outside of Groux’s territory, Little Miracles is currently distributed in 21 countries across Europe and the Middle East, with plans to head to Asia in the near future. Little Miracles’ line of teas are currently available in four flavors – Green Tea & Pomegranate, White Tea & Cherry, Black Tea & Peach, and Lemongrass Tea. Its juices come in Orange Juice and Ginger varieties.

In other comings and goings, it appears that Bill Lange has left probiotic beverage brand KeVita after a little less than a year on the job. Kevita CEO Bill Moses did not return inquiries about Lange’s departure.