Silly Juice Gets Serious With Albertsons
Kids beverage brand Silly Juice is accelerating its expansion outside of online direct-to-consumer channels by launching at stores up and down the West Coast, including a significant expansion with Albertsons.
California-based Silly Juice — in which David Langer, VP of Langer Juice, is a co-founder — is available in six fruit flavors, each of which contain 20% real fruit juice, no high fructose corn syrup and no added colors, along with 150 calories and 37 grams of sugar. After launching online in 12-packs in August, the company is now entering conventional retail in single-serving 10 oz. PET bottles for $1.59 each.
Albertsons has added Silly Juice to 330 store locations across its banners in Southern California, including Vons and Pavilions, a commitment that quickly came together after a successful test run. CEO and co-founder Keith Davis estimated that 95% of that demand has come from shoppers already aware of the brand’s online presence.
“In a total of two weeks, they had gone through two truckloads,” he said.
Further north, Silly Juice will be available in 160 Albertsons and Safeway stores in Oregon and Southern Washington starting next week, where a four-for-$5 promotion will be in effect.
As it begins to establish a presence in brick-and-mortar retail channels, Davis said Silly Juice is fielding requests for the product from around the world, while Target and Walmart are the top stores in which consumers are requesting the product be carried. He said the brand was “in the process” of setting appointments with the two big box retailers, and has also received a verbal commitment from multi-state grocery chain WinCo.
“It’s a great sign of what’s to come,” he said.
APRCH Partners with Corwin
Portland, Oregon-based CBD-infused sparkling water brand APRCH has signed with distributor Corwin Beverage Company in a move that “sets us up to be a leader on the West Coast.”
APRCH, which offers three varieties of zero-calorie flavored sparkling water infused with 30 mg of broad spectrum hemp extract (plus Vitamin C and L-theanine) per 12 oz. can, is currently in around 800 retailers in Oregon and Southern California.
Signing with Corwin deepens the brand’s presence in the Pacific Northwest with state-wide coverage in Washington, where the distributor is based. APRCH began rolling out in Washington last week, mainly at independent markets and specialty grocers. Corwin will also handle 1/4 kegs for draft service, as well as potential integration of the cans for its vending services division.
“You are only as successful as your distribution partners,” said Adam Hunter, director of sales at APRCH. “This sets us up to be a leader on the West Coast. Corwin having a statewide footprint (in Washington) really helps us getting up and down the street, which is really important.”
In a statement, Sam Madrid, COO of the Corwin Family of Companies, said it was “extremely proud and excited” about the partnership with APRCH.
“The brand itself and the high-quality product offerings that they have created immediately felt like a natural fit. Our team at the Corwin Family of Companies is continually looking to deliver value throughout the supply chain and striving to align our suppliers and retailers with the needs of our consumers” said Sam Madrid, COO, the Corwin Family of Companies.
WellWell Widens With Walmart
After a successful test launch at the big box retailer earlier this year, plant-based functional drink maker WellWell has extended its relationship with Walmart, adding 70 new store locations in Arkansas.
Those stores are now carrying four SKUs — Recover (Watermelon + Tart Cherry), Hydrate (Lemon + Lime) and Plant Protein (Coconut Chai and Dark Cacao).
“This partnership reinforces our goal to meet our consumers wherever they are and at a price point that is as accessible as possible,” said Sagan Schultz, WellWell’s founder and CEO, in a press release.
The brand also recently entered into select Ralphs and Mariano’s locations in California and Chicago, respectively, as well as signing on with LA DIstributing in Los Angeles.
Flow Enters Sam’s Club Stores
Flow Alkaline Spring Water announced last month that it has added 589 Sam’s Club locations across the U.S., marking the brand’s first expansion into the public-facing club channel. The brand had previously only been available in the club channel through Costco’s business centers.
Sam’s Club will carry Flow’s unflavored core line, but may seek to add multi-flavor packs in the near future.