Something Natural Headed Into Safeway, Secures Test at Target

BOSTON — Something Natural Sparkling Water is going national. The brand announced it has been added to all natural/refrigerated sets at Safeway markets and will begin testing with Target as part of that retailers “innovation set” this June.

The authorizations cap a productive growth year in which regional presence in core markets of the Northeast and California was established. New retail authorizations in these areas included Whole Foods (Socal), Bristol Farms, Albertsons, Raley’s, Stop and Shop, Giant of Carlisle and Landover, Harris Teeter, Shaws and Hannaford’s.

“Expanding distribution into large national retailers is a fantastic opportunity but we made sure we treaded cautiously with our growth. We spent the past year and a half listening to our retail partners and consumers who provided constructive market feedback so that we would be ready to take the next step.” Said founder Randy Shefshick.

Something Natural is working to differentiate itself in the fast growing flavored sparkling water category by offering a premium and natural option to other “value brands” that exist today. The intent of brand’s rare cobalt blue glass bottle and 100% natural formula was to set it apart from the increasingly crowded field.

“Within one year flavored sparkling water exploded. You could not turn around in any grocery store without bumping into a dump bin promoting artificial sparkling water brands with a listing of 10 for $10. We are competing indirectly with these brands but offering a very different value proposition. So far, we are strongly encouraged by the signs of segmentation with consumers, distributors and retailers as they gravitate to Something Natural as a cleaner alternative.

About Something Natural LLC

Something Natural LLC is based out of South Boston, MA and was incorporated in 2010 with the vision to make sparkling water taste better. With a strong belief that “less is more”, are committed to formulating our products with only clean and natural ingredients. Today all Something Natural beverages are made with ultra pure sparkling water and a touch of natural fruit flavor. Something Natural is distributed throughout the United States in traditional and natural retail stores, bodegas, cafes, hotels, and available online. Featuring five flavors, guaranteed to satisfy everyone’s palette — Blueberry Lemon, Black Cherry, Strawberry Peach, Pink Grapefruit and Raspberry Keylime.


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