Bimble Launches with FreshDirect
New York-based CBD beverage maker Bimble has launched on grocery delivery ecommerce platform FreshDirect, making it among the first hemp-infused drinks sold on through the website.
Bimble, which produces a three-SKU line of drinks made with honey and 25 mg of broad-spectrum hemp extract per 12 oz. bottle, is primarily available in the New York metro area and is also sold online through the brand’s direct-to-consumer site. Founded in 2018, the brand is currently distributed through hemp products wholesaler Athena Products and, according to founder and CEO Jay Moskowitz, is currently in discussions with several Northeast distributors to make a broader expansion into New England this year.
The expansion to FreshDirect will also place Bimble on Rainforest Distribution trucks, but only in a limited capacity specifically servicing the ecommerce business, Moskowitz said.
FreshDirect has long avoided stocking CBD and hemp-infused food and beverages amid regulatory restrictions, but Moskowitz said the platform began exploring the category after New York state announced new guidelines for the sale of CBD products last year. In addition to Bimble, FreshDirect is also currently selling adaptogenic sparkling water brand Recess.
“The validation we get from a great platform like FreshDirect certainly helps the brand, no doubt about that,” Moskowitz said. “It also helps us because during COVID it’s been very difficult for us to do samplings and do events. And now anyone that orders on FreshDirect, if they just want to try a single bottle, it’s very easy to just add it to your cart.”
Moskowitz said FreshDirect’s decision to carry CBD-infused beverages is “a great sign for the industry,” adding that more state governments are making it easier for brands to sell their products in light of inaction on a federal level.
“I’m very bullish on the space right now,” he said. “The New York State decision to allow hemp-infused drinks, I think, can be a real game changer for the future of this space. As the year goes, a lot of neighboring states will likely start issuing similar regulations and a lot of that gray regulatory overhang will be lifted from the CBD drink sector.”
In addition to adding new online platforms, Bimble last year underwent a brand refresh, introducing a new label design intended to help the product stand out on shelves, as well as call attention to the use of honey as an ingredient. Though the company continues to target retail growth, Moskowitz said it has found the most traction online and noted that December was Bimble’s “best month ever” in terms of dollar sales.
Calypso Lemonade Adds Big Geyser
Calypso announced this week that it has entered a distribution agreement with New York DSD house Big Geyser. The move will give the Milwaukee-based lemonade brand access to over 26,000 retail doors in the New York metro area.
“We are thrilled to work with Big Geyser and continue to accelerate Calypso’s growth in the New York metropolitan and Long Island markets,” said David Klavsons, CEO Calypso parent King Juice Company, in a press release. “Big Geyser has the scale, access and capability to unlock distribution and build on the momentum of the Calypso brand. Jerry and his team have already proven to be great partners in mapping out and executing brand building plans that will enable millions of consumers to enjoy a ‘Taste of the Islands.’”
Klavsons noted in the release that Calypso saw 62% growth in 2020. Founded in 1985, the brand recently launched the zero sugar Calypso Light line. The brand is available nationwide in retailers including Walmart, Kroger, Albertsons/Safeway, Southeastern Grocers, Food Lion, Circle K, Wawa and QuikTrip.
“Calypso has been making waves in the lemonade category since its inception, thanks to its great tasting products that resonate with consumers across the country,” said Big Geyser COO Jerry Reda in the release. “We saw the opportunity to join forces and further Calypso’s momentum and tremendous growth in the category and jumped on it.”
UNFI to Distribute KOIOS and Fit Soda
Koios Beverage Corp., the maker of nootropic beverages KOIOS and sugar-free fitness drink Fit Soda, have partnered with UNFI to distribute the brand in the U.S.
“In our efforts to make KOIOS and Fit Soda nationally recognized and sought-after beverage products, the support of national-level distribution partners such as UNFI is very important when it comes to gaining access to key sales channels,” said CEO Chris Miller in a press release. “While we could pursue those connections ourselves, forming such relationships can take several years even in the very best of cases. We therefore choose to focus our efforts on our core competencies of developing, manufacturing, and marketing leading all-natural functional beverage products, and defer to highly respected experts such as UNFI to oversee distribution. We look forward to working with UNFI to potentially grow the presence of Koios Beverages through its network across the United States.”
Around the Industry
- Blue Stripes Urban Cacao, maker of a line of cacao waters, has entered Erewhon stores and select Whole Foods locations in Southern California. The product is postionedas an antioxidant-rich hydration beverage akin to coconut water.
- New England-based Shimmerwood Beverages announced the launch of its CBD-infused Shimmer Seltzer into Connecticut retailers last month. The drinks are available online and in select retailers in New London and Middlesex counties.