Genius Refreshes Branding, Expands Nationwide
Seeking to broaden its consumer base beyond coconut fans, Genius Juice announced this week a brand refresh that places more emphasis on distinct flavors and plant-based functionality.
Speaking to BevNET today, Genius CEO Alex Bayer said the company hopes to position itself in the wider market for plant-based functional beverages and avoid pigeon-holing itself as a coconut-flavored product. He noted that many of the brand’s SKUs already mask the coconut used for the functional benefits of MCTs, good fats, potassium and electrolytes.
“What hit us is we’re not just for the coconut fan, we’re for anyone who wants a simple, minimum-ingredient product,” Bayer said. “That is the type of consumer we’re going after. Someone that wants a clean drink, without any of the junk, such as gums, emulsifiers, natural flavoring or stevia.”
Bayer noted that Genius’s products contain anywhere from 50%-75% less sugar than most competing RTD smoothies on the market, giving the brand a better-for-you edge.
The rebrand comes after the company has raised nearly $2 million in an ongoing bridge round of individual and angel investors, including over $550,000 from an equity crowdfunding campaign hosted on Republic. According to Bayer, the company previously raised $1.1 million in a separate bridge round last year and is currently preparing for an additional, larger fundraise later this year.
Bayer noted much of the previous funding will go towards helping the brand secure its supply chain and to scale the brand as it expands across the country, bringing its retail footprint to over 5,000 doors. The most recent additions include Costco stores in the Northeast, Mid-Atlantic and North Atlantic regions as well as Texas and Hawaii.
As mass market retailers adopt other functional beverage brands like Koia and Rebbl, Bayer said Genius “belongs in that set” and has begun growing its presence outside of the natural channel. In the last six months, the brand has tripled distribution and gained placement in accounts such as Albertsons/Safeway and four regions of Target.
Genius will also launch a new Protein Smoothie line in Chocolate and Vanilla flavors as an exclusive at Sprouts stores nationwide through August. The smoothies are made with added adaptogens, mushrooms and contain 14-17 grams of protein per 10 oz. bottle.
“With the rebranding, we feel that the product is more approachable, easier to understand and can cast a wider net and get a consumer that is in the mainstream and bring them over to a premium plant-based product,” Bayer said “And this is really a play to go up against the Naked Juices and Bolthouses of the world.”
Ascent Recovery Water Partners with Grocers
Ascent Recovery Water has partnered with four new retail chains in the Midwest and Northeast, the company announced this week. Starting this month, the brand has added 250 Stop & Shop locations, 70 Big Y stores, 60 Jewel-Oscos and 70 Fresh Thyme stores. While Fresh Thyme will stock the Orange Mango and Fruit Punch, the other three new retailers will carry the brand’s Orange Mango, Fruit Punch and Pineapple Coconut flavors.
“Ascent’s Recovery Water is a breakthrough in the protein beverage category, delivering both high quality nutrition and great taste,” said head of sales Josh Haskins in a press release. “Our expansion into Stop & Shop, Jewel Osco, Big Y and Fresh Thyme allows consumers to find Recovery Water in convenient locations across the country.”
Each bottle of Ascent Recovery Water contains 20 grams of protein, electrolytes and has zero artificial ingredients. The new Orange Mango flavor launched in March and sold out online within 48 hours, the company said in the release.
United Sodas Expands in Central Market
Naturally flavored CSD brand United Sodas of America, which launched on an ecommerce direct-to-consumer platform last year, is continuing to branch out into brick-and-mortar retail. According to the company, it will grow its retail presence next month with nine Central Market locations and 19 Harmons stores in Utah.
United Sodas will debut its entire 12 SKU line at both retailers, including flavors such as Cherry Pop, Gingery Ale, Sour Blueberry and Blackberry Jam. Each 12 oz. can contains 30 calories and no artificial sweeteners and will retail for $2.79.
The brand is currently in about 140 stores in the U.S., including Erewhon and Foxtrot alongside smaller retailers across the country. United Sodas has partnered with distributor Green Spoon Sales.
TEN Alkaline Spring Water Grows Footprint
TEN Alkaline Spring Water announced in a press release this week that it has grown its footprint nationwide. Over the past year, the brand has entered Publix, Whole Foods, Rouses, Wegmans, New Seasons, Roth’s, Reasors, Earth Fare, Weis, Foodtown and Stop & Ship stores in regional territories.
TEN’s bottled waters have a 10 pH and are available in 1 Liter, 1.5 Liter, 1 gallon, half-liter six-packs and eight-packs of 12 oz. cans.