Distribution Roundup: Cafe Grumpy Targets Retail with Rainforest, KeHE

Cafe Grumpy Targets Retail with Rainforest, KeHE

Brooklyn, New York-based coffee roaster Cafe Grumpy is looking to scale its Northeast retail presence through partnerships with Rainforest Distribution and KeHE as the brand unveils its second attempt at RTD cold brew.

Last month, the company launched a shelf-stable cold brew coffee packaged in 11 oz. Tetra Pak cartons. The product will be available in single units and 4-packs in the company’s 12 cafes in addition to online and at retail grocery. According to founder and CEO Caroline Bell, the launch was delayed due to the COVID-19 pandemic, which also shuttered the company’s New York coffee shops for several months, though all but one have since reopened.

Bell said that though the closure was challenging for the company, it allowed her to focus on the new product launch and secure new distribution relationships. As well, the company has seen an uptick in ecommerce sales — particularly from loyal cafe customers that have since left New York but are still looking to purchase the roasterys beans.

“During the time that we were closed, we were really focused on grocery and getting the cold brew launched,” Bell said. “Luckily we have quite a few grocery accounts and [in March] everyone was going crazy buying groceries and drinking coffee at home during that time.”

Founder and co-owner Chris Timbrell said the company is working with Rainforest in the Northeast with its current goal to “get into as many Whole Foods as possible” as it builds out its grocery channel presence. As well, the brand will target the East Coast through the New@KeHE program, which will begin rolling out next month.

Bell said the brand is open to taking an omnichannel approach to retail, but specialty grocery will be a key channel moving forward.

“Since we are an independently owned company it is a challenge to do it on our own,” Bell said. “It’s super competitive and takes a lot of resources. But [retail] is definitely something we want to expand on. Due to our size, we’re a little bit more slow moving but cold brew is our number one seller in our cafes and … we want to reach more people.”

Sunwink Adds Distributors, Natural Retailers

Herbal tonic maker Sunwink announced today that it has added several distributors including Rainforest, UNFI, KeHE and LA Distributing, in addition to rolling out to several new natural channel retailers, including New Seasons, Natural Grocers and the Northeast, Pacific Northwest and Southern Pacific regions of Whole Foods.

The brand, which launched last year, is now available in over 1,000 doors nationwide, including Erewhon and Nugget Markets. The distribution announcement comes shortly after the brand brought on former Amy’s Kitchen sales manager Sarena Hines as VP of sales and former NatureBox director of operations Saveena Kohli as its VP of operations.

Sunwink produces a line of sparkling wellness tonics with flavors including Detox Ginger, Turmeric Cleanse, Immunity Berry and Lemon-Rose Uplift.

“Sunwink is on a mission to transform the beverage industry,” said co-founder and CEO Eliza Ganesh in a press release. “We believe a drink can be good for you, good for the community, and good for the earth all in one. In the past year we’ve seen exponential growth, and are thrilled to continue expanding nationally with such amazing partners who believe in our mission and the power of plants.”

CHERRiSH Grows in Pac NW

CHERRiSH, maker of a line of tart cherry juice beverages, announced in a press release last month that it has expanded its presence in the Pacific Northwest with 61 QFC stores in Washington and Oregon.

“Consumer demand is shifting, and people are turning away from overly processed products with artificial ingredients and toward healthier, cleaner-label, whole-food options that also prove to have strong immune-enhancing benefits,” said founder and CEO Dan Haggart in the release. “We are excited that CHERRiSH will now be available to new consumers through our partnership with QFC stores, and look forward to offering them a beverage that has such a wide variety of health benefits.”

The expansion comes as the Washington-based brand, which promotes anti-inflammatory properties through its use of Montmorency tart cherries, recently announced five pro athletes have joined the company as brand ambassadors. NBA stars CJ McCollum of the Portland Trail Blazers, Zach LaVine of the Chicago Bulls and LaMarcus Aldridge of the San Antonio Spurs, as well as Major League Baseball players George Springer of the Houston Astros and Brett Gardner of the New YorkYankees, will promote the brand.

¡CACTUS! Launches into H-E-B

Plant-based beverage brand ¡CACTUS! Organic Cactus Water announced this week that it is rolling out to 170 H-E-B stores in Texas this month.

The drink is available in Papaya, Lime and Watermelon flavors and contains 5 grams of sugar per 12 oz. can. The brand manages sales and marketing through New Jersey-based broker Cascadia Managing Brands.

“As someone who lived in Austin for several years, H-E-B is a dream account for our new cactus water line to launch in,” said founder Sarita Lopez in a press release. “We’ve gotten several requests for our cactus water to be in Texas and we’re thrilled it will be available during the hottest time of the year!”

Pure NZ Expands Ecommerce Presence

Bottled water brand Pure NZ has expanded its ecommerce business through online launches with Walmart.com and Japan-based website Rakuten, the company announced last week. According to a press release, the new partnerships come as the premium water brand focuses on growing its ecommerce presence.

According to the release, Pure NZ aims to provide a “luxury” bottled water product at affordable prices. The brand’s water is sourced from an aquifer in Pōkeno, New Zealand where it operates its own production facility.

Twang Michelada Adds H-E-B

Twang Michelada announced its 16 oz. cocktail mixer has launched in 137 H-E-B stores throughout Texas. The product, which retails for $4.99 per unit, is available in the San Antonio and Houston areas, as well as the Rio Grande Valley, and in central and west Texas.