Odyssey Journeys Into 7-Eleven
Mushroom elixir maker Odyssey is traversing the East Coast, entering 732 7-Eleven stores across Florida along with 109 Wegmans stores nationwide. According to a press release last month, the expansion “aligns with the brand’s overarching goal of catering to evolving consumer preferences across various domains” – i.e. branching out into the convenience channel where it hopes to reach new shoppers.
“We are incredibly thrilled to bring Odyssey Mushroom Elixir to 7-Eleven, a cornerstone convenience store, and Wegmans Food Markets, a beloved supermarket. We’re excited to expand their offerings for individuals seeking a revitalizing and delicious drink to elevate their beverage experience,” said founder and CEO Scott Frohman in the release. “Our mission to redefine the ready-to-drink experience resonates with and reflects consumers’ demand for elevated options in every aspect of their lives ranging from natural and organic grocery to convenience stores.”
Based in Fort Lauderdale, Florida, Odyssey produces a four-SKU line of sparkling elixirs made with Lion’s Mane and Cordyceps mushrooms, as well as adaptogens such as ginseng, L-Theanine and natural caffeine from green tea. The drinks are available in Passion Orange Guava, Dragon’s Fruit Lemonade, Blackberry Lemon Twist and Orange Ginger flavors.
Genius Shots on Shelf in Erewhon
Genius Juice’s new line of functional Boost Shots are now available in Erewhon stores in California, according to founder and CEO Alex Bayer. The organic 2 oz. nootropic wellness products, which promote “focus,” “energy,” and “clarity” while promising to fight brain fog, are available in Chocolate and Chocolate Raspberry flavors and retail for $3.99 each.
In a LinkedIn post last week, Bayer showed the shots in a cooler at the retailer, merchandised alongside juice shots brands KOR Wellness and Vive Organic.
Mitra9 Brings Kratom to Hy-Vee
Kratom seltzer brand Mitra9 announced via LinkedIn that its 12 oz. drinks are now being sold in Hy-Vee stores. The eight-SKU line of sparkling beverages contain 45 mg of mitragynine (kratom) per can and label copy advises consumers to drink slowly to assess their tolerance to the ingredient.
Based in Florida, Mitra9 also produces a line of shots containing kratom and kava extract as well as a 12 oz. kava beverage.
Kratom is a plant-based drug reported by the FDA to have opioid-like properties that can also provide the effects of stimulants. The ingredient has long been controversial and is not approved for use in food or beverage by the agency. In recent months the agency has taken action against brands selling kratom, but many states have taken steps to legalize the sale and possession of kratom by those over 21 years of age.
While kratom is still banned in five states – Alabama, Arkansas, Indiana, Rhode Island and Wisconsin – with local bans across several others, 11 others have passed industry-sponsored Kratom Consumer Protection Act bills ensuring legal protection for its sale. Florida, Virginia and West Virginia are some of the most recent states to pass the bill.
Cann-Ade Launches on Amazon
Hemp-infused water brand Cann-Ade announced it has launched its line of organic beverages on Amazon Marketplace, allowing consumers to purchase the drinks via Amazon Prime 1-day delivery.
Available in Strawberry-Lime Sublime, Zen Lemon and Positively Peach flavors, the drinks sell online for $29.99 per 6-pack.
“We are extremely excited to bring the world’s first USDA Certified Organic Hemp-Infused Water to the broader national market through Amazon Prime,” said founder and CEO Benjamin Mogul in a press release. “Our custom Amazon storefront paired with Prime 1-day nationwide shipping enables us to share our passion for wellness with a vaster audience while ensuring a seamless shopping experience for our valued customers who benefit from our Cann-Ade beverages every day in so many remarkable ways.”