Sambazon Looks to New Cleanse-Inspired Products, Upsizing for Growth in 2014

Sambazon, one of the original marketers of ready to drink acai beverages, has, in recent months extended its portfolio via the use of other “superfood” ingredients, including chia and kale, as well as a new mix of daypart use and cleanse products. Amid increased consumer demand for on-trend beverages and ingredients, the innovation has given Sambazon greater flexibility to enter new retail channels, including club and mass. And following a successful test launch of its 3-Day Purifying Cleanse pack in Costco stores, Sambazon CEO Ryan Black said that the company will look to extend its presence in mainstream and club retailers with a new line of cleanse-inspired products as well as a variety of new multi-serve packages.

Black told BevNET that while Sambazon had planned to bring the Purifying Cleanse pack to mainstream grocers, limited shelf space precluded retailers’ ability to carry a product of its size. Instead, supermarkets wanted the company to split up the pack and sell each of the three juices as individual units. Sambazon agreed and will begin distribution of the individual juices in the grocery channel in February 2014. Priced at $6.99 per 1 L Tetra Pak, the products include Protein Recharge, Purifying Greens and Daily Cleanse. Meanwhile, Black said that Sambazon will expand distribution of its Purifying Cleanse pack at Costco, where the product will be represented in 80-90 percent of the club stores beginning on January 1.

As for further expansion of its product line-up, Black said that Sambazon’s would look to build its portfolio by upsizing some of its most popular products and that the company would introduce three new multi-serve packages prior to the 2014 Natural Products Expo West show. He also noted that while Sambazon “has some things up [its] sleeve in juice,” a coconut water product is not in the works, despite the success that Zola — Samabazon’s chief competitor in acai drinks — has seen with its foray into the category.

Supporting new launch efforts will be Ryan Therriault, who Sambazon tapped to lead its marketing department following the departure of CMO Greg Fleishman in June. Therriault, now the company’s VP of Marketing, has been with Sambazon since May 2012 and has held similar roles with Kashi and Bear Naked. Therriault took over the reins from Fleishman on July 1, and will work closely with Peter Wilson, who joined the company on September 1 as its new Executive VP of Sales. A longtime veteran of the beverage industry, Wilson has significant sales experience with several premium juice brands including Odwalla, Naked and Bolthouse Farms, according to Black.