One Drop, the RTD coffee line marketed by Marley Beverage Co., is migrating to 12 oz. cans.
Viva Beverage president Kevin McClafferty told BevNET that the new sleek can format should be easier to work with as the company attempts to expand the footprint of the brand.
One Drop is unlike the rest of the Marley’s Mellow Mood line in that it is not a “relaxation beverage.” The Marley brand has been growing – it’s up to more than 65,000 stores in the U.S. and 10,000 internationally, according to McClafferty, but so far One Drop is only in about 10,000 of those domestic accounts.
The company plans to position the newly-canned coffees as an opportunity for retailers to grow the RTD coffee category; it is currently dominated by Starbucks products like the Doubleshot and the Frappuccino.
“Our goal is to expand the category by about three to five percent,” McClafferty said. “It would be good for us, good for the retailers as well.”
Marley has been on a rapid growth trajectory since launching a little more than two years ago; the company is on pace to sell approximately 3 million cases, according to McClafferty, and has begun adding new chains like Lucky’s/SaveMart, Stop & Shop and 7-11.
In addition to the move to cans, Marley is also introducing a “light” flavor for One Drop later this winter.
The company is attempting to grow its presence in the convenience channel, which new marketing director Lee Brody called its most important. Preparations are in place for a massive 40’ by 40’ booth at the NACS convention.
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