Avitae Lands Safeway, Office Depot

Avitae caffeinated water has landed new authorizations in Safeway’s Eastern Division and nationwide at Office Depot retail locations and officedepot.com. The agreements with Safeway and Office Depot will significantly expand distribution of the brand, which promotes itself as healthy alternative to sugary and high-calorie caffeinated drinks. According to CEO Brian Pitzer, Avitae is now available in over 15,000 retailers, including Gelson’s, Giant Eagle, Speedway, Casey’s, and Cost Plus, in 30 states across the U.S.

At Safeway, Avitae has gained space on both dry shelf sets and open air coolers at the grocer’s locations in Maryland, Virginia, Washington, D.C., and Delaware, as well as its Genuardis stores in Pennsylvania and New Jersey. With the addition of Avitae, which contains no calories, sugar, carbonation, flavors or artificial additives, Safeway continues to expand its portfolio of better-for-you and entrepreneurial beverage brands in both its traditional and all-natural sets. In recent months, the grocer has signed deals with Zola, Activate, Purity Organic, Sneaky Pete’s, and Dream Water.

Avitae’s agreement with Office Depot gives the retailer the exclusive rights to sell the brand within the office supply channel, one where Pitzer expects to see significant growth in options for healthier foods and beverages.

“Companies are rapidly recognizing the benefits of a healthier workplace and staff, and we’re thrilled that Office Depot is putting their customers’ needs first,” said Pitzer. “Credit Office Depot for realizing just how special this partnership could be.”

The caffeinated water is available on officedepot.com beginning today, and will launch in Office Depot’s brick and mortar stores later this year. While Office Depot currently sells a range of beverages, including sodas, bottle waters, energy drinks, and sports beverages, Avitae appears to be the only entrepreneurial beverage brand that the company carries. However, Glenn Ubertino, the category merchandise manager for Office Depot, indicated that the retailer may have a few more moves to make, calling Avitae a product that would “show our potential customers that we have their best interest in mind” and that Office Depot is “constantly looking to partner with companies that bring something extraordinary to the table.”