Don’t Quit! to Board KDP Trucks in Early 2021
Don’t Quit!, the meal replacement shake brand developed by Keurig Dr Pepper (KDP), L.A. Libations and fitness lifestyle company Body by Jake, is primed to roll out on KDP trucks early next year in a test run of its Max Protein line.
Founder Jake Steinfeld announced the plan last week during a live interview with Taste Radio as part of the BevNET Live Winter 2020 virtual event. Though KDP was a seed investor in Don’t Quit! and maintains a path to ownership, the brand has thus far only been distributed direct to stores. Though the brand is not expected to onboard into KDP’s DSD network until February or March, the move will allow Don’t Quit! to swiftly expand its nationwide retail presence.
“It’s going to be insane,” Steinfeld said. “This ability to be on the trucks is going to be super exciting and I think this is a big differentiator for us as a brand as we play in the adult nutrition category.”
Don’t Quit! launched in August with a line of better-for-you meal replacement shakes aimed at disrupting the adult nutrition category. The new Max Protein line that KDP will distribute is positioned as a more traditional protein shake and is packaged in plastic bottles, as opposed to the core line’s Tetra Pak container. The products are available in Chocolate and Vanilla flavors and contain 33 grams of protein and only 1 gram of sugar per 12 oz. bottle.
Developed in collaboration with beverage incubator L.A. Libations, Don’t Quit! is the first beverage venture for Steinfeld, who parlayed his gig as a fitness instructor to celebrities and actors starting in the 1980s into a long-spanning role as exercise author/advocate (and sometime actor himself) under his company, “Body By Jake.”
In addition to growing in retail through KDP, Steinfeld said the brand also plans to focus on growing its online direct-to-consumer sales.
“We really are pushing to do a direct-to-consumer play here because I believe we can do it and I’m excited to do it and with all of these tools — with social media — makes it more interesting than back in the day when you were just buying cable, broadcast and satellite [ads],” Steinfeld said, adding that he is interested in continuing to employ television marketing for Don’t Quit!
Circle Launches Direct-to-Consumer Online Store
Indiana-based beverage brand Circle launched its first direct-to-consumer online store last week, making the company’s new Sparkling Protein line available for order nationwide.
“We are thrilled with the responses we’ve received these first few weeks of the launch,” CEO Matt Whiteside said in a press release. “Consumer feedback confirms our belief that there is nothing in the market today like Circle Sparkling Protein—and that innovation is a priority at Circle. Another priority is accessibility, which is why we deemed it necessary to offer multiple online purchasing platforms in addition to our partnering Midwest retailers.”
Circle Sparkling Protein launched last month and are available in variety four-packs featuring Watermelon Thyme, Lemon Mint, Vanilla Pear and Raspberry Hibiscus flavors.
The brand’s flagship kombucha products are not currently available online, but according to the company “that is likely to change in the next year.”
KÖE Kombucha Expands in SoCal 7-Eleven Stores
KÖE Kombucha announced last week that it is now available in all 1,300 7-Eleven stores in Southern California. The c-store chain will carry the brand’s Lemon Lime, Strawberry Lemonade and Mango flavors.
To support the launch, KÖE has initiated a buy-one-get-one campaign. The company has also begun a social media giveaway program offering consumers California-themed prize packs, including swimwear, beach umbrellas and sun hats.
Toutalou Partners with Urban Outfitters
Hangover prevention drink maker Toutalou by Avery Arden Brands announced this month it would make its nationwide retail debut in Urban Outfitters stores. The lifestyle and clothing retailer will carry Toutalou’s 2 oz. plant-based “Revive” shots which encourage consumers to take before drinking alcohol.
The brand is also available in several independent retailers across the country, as well as online with Amazon, Zulily and direct-to-consumer.
Owen’s Craft Mixers Adds Publix
Owen’s Craft Mixers is now available in Publix stores across the country, the company announced on Instagram last week. The expansion includes the brand’s Ginger Beer + Lime, Grapefruit + Lime and Mint + Cucumber + Lime varieties, as well as its Barstool Transfusion Mix, a premium Grape Juice and Ginger Beer flavored mixer made in collaboration with Barstool Sports.
Teeccino Adds KeHE and UNFI
Steeped tea and herbal coffee brand Teeccino announced this month that its new wellness blend line will launch nationwide with KeHE and UNFI early next year. The line first launched in June this year.