National Beverage has announced a new partnership with premium tea company ITO EN to distribute the company’s Lacroix Sparkling Water brand throughout New York City. ITO EN, which markets and range of loose leaf and ready to drink tea products including Teas’ Tea and Oi Ocha, has begun distributing Lacroix’ products from its company-owned DSD house, which services 3,000 accounts in New York’s five boroughs.
“LaCroix Sparkling Water fits perfectly with the growing consumer demand for healthier beverage alternatives,” said Jim Hoagland, executive vice president of ITO EN (North America) Inc.
In a bid to enhance the brand’s image among New Yorkers, National Beverage has launched new 12 oz. slim cans for five of Lacroix’s nine flavors. The company calls the new package one that is “ideally suited” for the city’s sophisticated residents.
“The slim can is more fitting for the in-the-know, artificial-free crowd and perfect for the streets of fashionably iconic New York City,” said Vanessa Walker, senior director strategic brand management, Lacroix. “We are thrilled to be sold through distinctive ITO EN and find the partnership to be a great match for our targeted demographics.”
Lacroix is currently the number one selling sparkling water in cans, and the third largest among all non-flavored carbonated waters behind Perrier and San Pellegrino. The brand had nearly $59 million in sales over a 52 week period ending on Jan. 27, 2013, according to SymphonyIRI Group, a Chicago-based market research firm.