Kaló Hemp Seltzer Partners with PepsiNY
Kaló Hemp Seltzer, a new line of CBD-infused sparkling waters launched by hemp and cannabis supplier Hillview, has partnered with Pepsi Cola Bottling Co. of New York (PepsiNY) to distribute the brand throughout New York City, Long Island and Westchester.
Speaking with BevNET, Hillview CEO Ken VandeVrede said the deal marks the first time a CBD beverage brand will be distributed on Pepsi’s blue trucks, giving the new product a competitive edge in an increasingly crowded market for hemp-infused sparkling waters.
VandeVrede said the company had been in discussions with PepsiNY for over a year before talks were disrupted by the COVID-19 pandemic. He noted that because Kaló uses a full-spectrum hemp extract, the brand was determined to be in compliance with regulations.
“We went back and forth and they vetted us very, very, very aggressively on both sides,” VandeVrede said. “They’re moving into functional beverages like kombucha and other categories and they thought Kaló was a phenomenal fit in their distribution channel. So this has been a year in the making.”
Launched in December in the New Jersey market, Kaló includes Strawberry Watermelon, Lemon Lavender, Pomegranate Peach, and Raspberry Lime flavors. Each 12 oz. can contains 20 mg of CBD, 15 calories and 2 grams of sugar and retails for $4.99 per unit. The product is also available in 4-packs for $17.99-$18.99.
VandeVrede said the brand is also working with New Jersey-based Honickman Group and is now looking to expand into the state, in addition to North Carolina and Pennsylvania. The company plans to have a footprint across the entire East Coast by the end of the year and nationwide in 2021.
Kaló currently employs about 20 people, VandeVrede said, and plans to increase marketing in the coming months through social media, influencer and trade spends. The company is also focused on expanding its sales team, along with bringing on additional merchandisers and brand ambassadors to employ an on-the-street guerilla strategy, he added.
Despite the pandemic shutting down in-store sampling across all channels, VandeVrede said the brand has adapted by handing out cans in public areas.
“Our key to success is sampling,” he said. “We’re blitzing the New Jersey market and the New York market. We’re starting in the Hamptons this weekend. Brooklyn, we have the Jersey Shore and we’ve been given out cans and sampling at a very high level. That is what has driven our success.”
EBOOST Expands to Over 2,500 Locations
Better-for-you energy drink maker EBOOST announced it has added 2,500 stores nationwide for its Super Fuel line. Retailers include select CVS locations, AM/PM, Sheetz, RaceTrac, TimeWise Food, Key Foods Grocery, Morton Williams, Associated Supermarket, Loop Neighborhood Market and Rutter’s.
“We are so thrilled to expand the availability of SUPER FUEL to customers of phenomenal locations across the country,” said EBOOST founder and CEO Josh Taekman in a press release. “Now more than ever, consumers are looking for clean, effective products they can trust. Whether it is to power through a workout, work from home, or replace coffee, SUPER FUEL fits in everyone’s routine. It gives you a natural boost without the typical crash and jitters associated with sugary drinks and other unnatural options out there, so people can feel great and do more.”
The expansion comes as the brand announced this past spring that it had surpassed 3,000 doors nationwide. At the time, Taekman told BevNET that the company was focused primarily on convenience and grocery channels, but approached the latter with caution in order to avoid stretching the company thin by expanding too rapidly.
CellDration Water Partners with Kroger, Adds 1,100 Doors
CellDration Water, a Black-owned premium water brand, announced this month that it has added 1,100 new doors nationwide, including select Kroger, Wakfern and DPI Specialty Foods accounts. The brand will receive placement in Kroger banners including Ralphs, Smith’s and Fry’s.
“I have a deep and burning desire to foster an eco-system for health and wellness; it is my hope that CellDration lays a robust foundation for providing a sustainable and revolutionized hydration product for all to enjoy,” said CellDration founder Rudy Byfield in a press release. “As a Black owned premium water brand, I am keenly aware of the historic nature of these unprecedented partnerships which will expose our great tasting product to millions of water drinkers.”
CellDration produces a line of bottled waters filtered using a proprietary five-step process to provide “enhanced, mineralized purified water,” according to the company. The brand’s distribution expansion represents a commitment by Kroger, Wakefern and DPI to promote diversity by stocking minority-owned brands.
Liquid I.V. Launches Energy Multiplier in Costco
Liquid I.V. is rolling out its latest product line, Energy Multiplier, into 500 Costco stores nationwide, the company announced in a press release. The drink mix will be available in packs of 24 single-serve sticks.
The drink mix is made with matcha green tea, guayusa and ginger and contains 100 mg of caffeine per serving.
“Consumers are getting smarter and smarter about what goes into their bodies,” said Liquid I.V. VP of mission and innovation Sean Lavin in the release. “With Energy Multiplier, we’ve created a beverage that offers a cutting-edge caffeinated blend — perfect for someone looking to boost their energy and their wellness.”
KÖE Kombucha Builds on Immunity Trend
Organic, shelf-stable kombucha maker KÖE announced last week that it has doubled its distribution footprint this year, adding accounts including Natural Grocers, Publix, Stop-and-Shop, CVS, Speedway and 7-Eleven locations across the country.
In a press release, the company said it has benefitted from an increased demand for immunity boosting beverages — with sales for immunity products up over 300% in the past six months according to Google Trends.
“During a time when all consumers have health on their minds, KÖE falls within the perfect intersection of function, value, craveable flavor, and availability,” said chief strategy officer Louisa Lawless in a press release. “Our expanding retail and ecommerce network allow consumers to find KÖE through whichever channel is most convenient for them. We want to make it easy for people to choose better-for-you products that fit their budgets, health goals, and their desire for drinks that actually taste great.”
Better Booch Expands in Whole Foods
Los Angeles-based kombucha maker Better Booch announced this month that it has added Whole Foods Southwest and Northern California stores following a successful rollout into the retailer’s Southern Pacific region.
“We are excited to be partnering with some new, best-in-class distributors in the East and South,” said Better Booch VP of sales Jordan Shulman in a press release. “We are honored to expand with Whole Foods in new regions, as well as Central Market, Nugget Markets, New Leaf, and many others. More than ever, people are looking for healthier, better for you options to replace CSD’s and high sugar beverages. We are now able to meet the consumers where they shop, while offering functional and immunity boosting benefits.”
According to the release, Better Booch has seen 320% sales growth for its canned line in the last year. The brand also secured a spot on the Inc. 5000 list of fastest growing private companies this month.
Pop & Bottle Enters Walmart, 7-Eleven
Functional latte maker Pop & Bottle has added Walmart and 7-Eleven stores, the brand announced via Instagram this month. The brand produces a line of plant-milked based coffee and tea lattes and features products with added adaptogens, antioxidants and collagen.
According to the company, the brand will be available in Walmart stores in California, Arizona, Texas, New Mexico, Nevada, Louisiana, and Colorado and select 7-Eleven stores around the country.
Play Mode Enters UNFI
Hydration beverage maker Play Mode announced this week that it has partnered with natural products distributor UNFI to grow the brand’s presence in the U.S. and Canada, according to a press release. The brand, which launched in 2015, is currently available in Las Vegas casino accounts and in California and Arizona stores.
Natalie’s Rolls Out to Target
Natalie’s Orchid Island Juice Company has added select East Coast Target locations, the company announced in a Tweet this month. The retailer will carry the brand’s orange juice and other products.