Lemon Perfect Lands SoCal DSD Partners, New Conventional Retailers
Lemon Perfect has picked up two new partners in its push to build a nationwide DSD network, adding Classic Beverage and John Lenore & Co. to service accounts in Southern California.
The brand’s expansion in the Golden State follows its entrance into powerhouse New York distributor Big Geyser in February. The Los Angeles-based company markets a line of shelf-stable cold-pressed lemon waters, which are also sold in Whole Foods’ Southern Pacific, Northeast and Rocky Mountain regions.
“I don’t think you can build a beverage brand to scale any other way than DSD everywhere,” said Lemon Perfect founder and CEO Yanni Hufnagel. “When you look at all the winners over the last 20 years, whether it’s Bai, Hint, Vitaminwater, Honest Tea, Body Armor, [they built] DSD everywhere. We’re going to take that playbook and replicate it in our own way.”
Lemon Perfect is also about eight weeks into its launch at Ralph’s, Publix and Stew Leonard’s. Hufnagel said the product will initially be placed on dry shelves, and from there “fight for incremental [space] in cold.” The product retails starting at $1.99 per bottle.
“To jump into iconic conventional retailers so quickly into our journey is certainly a wildly exciting opportunity,” Hufnagel said.
In e-commerce, the brand will soon offer a new 12-count variety pack on Amazon for $27.48.
Sunshine Beverages Adds 3,000 New Doors
North Carolina-based energy drink maker Sunshine Beverages has added over 3,000 new doors, with retail sales up 85% year-over-year and ecommerce sales up 200%, the company announced last week.
The expansion includes a chainwide rollout into Publix stores, as well as Harris Teeter, Giant, Weis and 7-Eleven accounts. In particular, Publix and 7-Eleven give the brand a sizable footprint in Florida, where it had previously been available only in The Fresh Market stores. The brand is distributed through several Anheuser-Busch InBev DSD houses in Florida and is working with SAS Sales and Marketing to increase its presence in the state.
“It’s really just been a really exciting time for the company,” said CEO Lizzie Ward Roediger. “Our focus this year has really been on execution, particularly with the challenges that we’re facing with COVID, and making sure that the steps get complete and that we manage our distribution network.”
Founded in 2014, Sunshine Beverages makes a line of better-for-you energy drinks containing added vitamins and electrolytes and only 60 calories per can. Last year, the brand launched a line of zero calorie, no sugar sparkling energy waters. All products contain 70 mg of caffeine.
According to Roediger, who was promoted from president to CEO in December, the brand has taken a multichannel approach to retail expansion, but that grocery and convenience are a particular focus, particularly as the company targets grab-and-go coolers. As well, the brand has reinvested funds into expanding its direct-to-consumer ecommerce platform to support online sales growth during the COVID-19 pandemic.
“This year, we are very, very focused on going deep in the markets that we’re in and really focused on driving the velocity at our existing retailers,” she said. “The way I’ve operated this company is with a consumer-first approach, so we’re really listening to what consumers are looking for and I strongly believe that our product is very well aligned with the growing interest in, not just better-for-you products, but all the functionalities from immunity to energy, to the vitamins and electrolytes profile, as well as that moderate caffeine level.”
DRY Soda Leans Into Wine and Spirits With Ambiente
DRY Soda, makers of DRY Botanical Bubbly, have formed a partnership with Texas-based distributor Ambiente that will bring the brand’s products to retailers including H-E-B, Central Market, Safeway, Albertstons, Kroger and others in the Lone Star State.
Within Ambiente’s portfolio, DRY will be one of the few non-alcoholic products carried by the Austin-based distributor, which primarily supplies domestic and imported wine, as well as craft beer.
“Our goal is to ensure that everyone has access to sophisticated, elegant alternatives to alcohol, so we’re excited to work with Ambiente to help build the non-alcoholic set in key grocers and liquor stores throughout Texas,” said Sharelle Klaus, founder and CEO of DRY, in a press release. “Leaning more strongly into the wine and spirits markets has been a goal for us as we work to make this mission a reality, so we’re happy to begin this relationship with Ambiente and continue expanding into the liquor store channel.”
As part of the alliance, DRY and Ambiente will launch in-store couponing, a recipe support program and 750mL Wine & DRY display programs.
Aura Bora Launches into Whole Foods
California-based sparkling water maker Aura Bora has added the Rocky Mountain region of Whole Foods, the company announced this month, bringing its total distribution to over 430 natural channel stores.
Founded last year by CEO Paul Voge and his wife Maddie, Aura Bora makes a line of sparkling waters with added herbal extracts. Varieties include Cactus Rose, Lavender Cucumber, Peppermint Watermelon, Basil Berry, and Lemongrass Coconut. The line retails for $1.99 per 12 oz. can.
According to Voge, who prior to Aura Bora worked at financial services firm Saturn Five, the brand raised seed money from family and friends last year and is currently seeking funding in a convertible debt round.
“I was probably drinking 10 to 12 conventional cans of sparkling water a day, just from the free fridge at my work,” Vogue said. “But I was just drinking that as a commodity, and not really enjoying it. So I thought about how it could just be more of a treat and experience you can have several times a day, where there’s no caffeine or alcohol but it’s more exciting than water.”
Of Aura Bora’s 430 stores, about 125 are independent accounts in the San Francisco Bay Area and Colorado, Voge said. The brand is also participating in the KeHE Elevate program and has partnered with California DSD house Rock Island Refrigerated Distributors.
“This is an elevated, tailor-made experience and I think that’s where we come from strategically,” he said. “And that’s what we’re hoping consumers can latch onto. We’re really trying to compete on a crowded shelf and we hope our point of differentiation is clear to the consumer at first glance.”
Sproud Makes North American Retail Debut at Sprouts
Swedish pea-based milk maker Sproud is expanding its U.S. presence with the announcement this week of its first North American brick-and-mortar retail launch at Sprouts Farmers Market.
Launched in Sweden in 2018, Sproud markets a shelf-stable pea-based milk alternative in 1 liter cartons in four varieties: Original, Unsweetened, Chocolate and Barista. The brand announced its U.S. launch at the 2020 Winter Fancy Food Show in January, but has only been available on Amazon up to this point.
The product will be sold at all of Sprouts’ 350 locations in 23 states.
“As a healthier and sustainable beverage brand, we are thrilled that one of our first U.S. retailers is one whose values and consumers align closely with ours,” said Maria Tegman, Global Brand Director of Sproud, in a release. “From coast to coast, those seeking a healthier lifestyle will now be able to purchase tasty pea-protein milk for themselves from a retailer they already know and trust. Our brand launch on Amazon was very successful and we have seen a tremendous response from U.S. consumers who are interested in Sproud and are confident that Sprout’s shoppers will feel the same way.”
Sproud will debut at additional retailers nationwide and is expected to make its first Canadian retailer announcement later this month, according to the release.
Other News
- Jelly Belly Sparking Water is now available at 75 Jewel-Osco locations in the Chicagoland area. The line is sold in eight flavors: French Vanilla, Lemon Lime, Orange Sherbet, Piña Colada, Pink Grapefruit, Tangerine, Very Cherry and Watermelon.
- Elmhurst 1925 recently launched three of its dairy-free milk alternatives — Unsweetened Milked Almonds, Unsweetened Milked Oats and Unsweetened Milked Cashews — at 1,855 new select Kroger banners in the U.S including Ralphs, Roundy’s, King Soopers, Fred Meyer, Smith’s Food and Drug, QFC and Fry’s Food Stores, representing a total of 5,732 new points of distribution.
- Doctor D’s Sparkling Probiotic has partnered with iLevel Brands National Broker to increase its nationwide retail footprint. According to the brand, the partnership will allow Doctor D’s to “cultivate new relationships and further solidify their presence among retailers and consumers alike.”