Yerbaé Partners with Pepsi-Cola Bottling of New York
Yerbaé Enhanced Sparkling Water announced this week it has partnered with Pepsi-Cola Bottling Company of New York (PCNY) to distribute the brand’s line of natural energy drinks in 16 oz. cans in the New York metro area.
CEO Todd Gibson said the partnership is expected to expand Yerbaé to “thousands” of stores including up-and-down the street accounts, regional grocers such as City Market and national chains including Walmart.
PCNY will carry four of Yerbaé’s seven varieties, including Mango Passionfruit, Watermelon Strawberry, Black Cherry Pineapple and Iced Triple Berry. According to Gibson, the brand will support the rollout by tapping into its network of social media influencers and offering contests and giveaways with retailers.
“For a company like ours to be as young as we are — we’re a three year old company — to be partnering with such an amazing organization right there in New York City, this is going to take our brand light years ahead,” Gibson said. “The competitive price structure that we’ll be able to have in place by utilizing all the resources Pepsi brings to the marketplace, our company will stand to benefit significantly.”
Gibson said Yerbaé is currently available in 17 states nationwide and has a DSD network which includes multiple Anheuser-Busch InBev and MillerCoors distributors. The company recently expanded into the St. Louis, Missouri market with Folsom Beverage Company and will launch in Schnucks, Hy-Vee, Dierbergs, Walmart and Circle K in the region. In Idaho, Yerbaé added Hayden Beverage Company and in Indiana they have activated Hedinger Beverage Company and Pure Beverage Company.
“We’re continuing to expand our footprint around each of our beachheads we have all around the country,” Gibson said.
Natalie’s Expands Holistic Line with Publix
Natalie’s Orchid Island Juice Company announced it has expanded the footprint of its Holistic Line of cold-pressed juices in Publix stores along the East Coast. Three SKUs from the line will now be available at all 1,500 locations nationwide, with the brand’s Aura flavor (made with blood orange, strawberry and ashwagandha) joining two other varieties — Resilient and Purify — at existing stores.
The expansion brings the Holistic line’s total nationwide footprint to roughly 1,700 stores. The line launched last year and retails for $2.99 per 10 oz. bottle.
“The relationship between our gut health and our overall health is becoming increasingly evident and with that, we’ve seen heightened consumer interest in products that support a healthy balance both physically and mentally,” Natalie’s VP of marketing Natalie Sexton said in an email to BevNET. “We believe this line is poised to grow and already research and development for additional skus is well underway at Natalie’s.”
Mad Tasty Launches Direct-to-Business Program Online
CBD sparkling water brand Mad Tasty announced this week it has relaunched its website with a new direct-to-business program allowing retailers and food service providers to purchase product wholesale. The launch also includes a new affiliate program, which allows its partners to earn referral fees.
The revamped website also features “smoother navigation and purchasing experience” with increased functionality for direct-to-consumer subscription programs.
“As we scale our business it’s important that MADTASTY.com not only serves our direct customers, but our retail partners as well,” said COO Dan Holland in a press release. “In addition to creating a more seamless experience overall, we are thrilled to implement a Direct-to-Business channel, which will make it easier for retailers across the country to bring product into their stores and sell MAD TASTY to their customers.”
Waterloo Adds Publix and Greenwise Market
Texas-based sparkling water maker Waterloo announced last month it has expanded into Publix and Greenwise Market stores in the Southeast region. The grocer began carrying the brand’s 12-pack offerings this month.
The retailers will carry the brand’s Watermelon, Black Cherry, Lemon Lime, Grape, Strawberry and Blueberry varieties.
“We are thrilled with the opportunity Publix has given us,” Waterloo CEO Jason Shiver said in the release. “As a multigenerational Floridian, Publix is deeply rooted in the fabric of our community, so this is very special for my family, friends and me.”
So Good So You Launches 4-Pack Shots in Publix
Juice shot maker So Good So You announced it will launch 4-packs of its Immunity and Energy SKUs as well as single servings of its Sleep Shot in Publix stores this summer. The expansion will give the brand 40% more shelf space in the retailer.
Iconic Kids Adds New Retailers
Protein drink maker ICONIC recently announced expanded distribution for its ICONIC Kids line. The children’s drinks will be available at Rouses, Wegmans, Sprouts, and Central Market stores this month. They will also be distributed by KeHe and UNFI, the company confirmed.
Béla Adds Albertsons, The Better Health Stores
Atlanta-based wellness beverage maker Béla announced in a press release this month that it has launched in Albertsons’ United Supermarkets in Texas and New Mexico and in The Better Health Stores in Michigan. The brand will also expand nationwide through the KeHE New@KeHE program in August.
“We are really excited to take our first steps towards truly becoming a national brand, and are really grateful to Albertsons’ United and Better Health Stores for giving us the opportunity,” said Founder and CEO Atul Agarwal in the release. “Given the challenging environment, we are supporting the roll-out with a sustained marketing and sales activation plan through the year to drive trial and velocity.”
Béla recently raised a seed round of $515,000 and will aim to raise a Series A round over the next 12-18 months, according to the release.
Shroomi Adds Whole Foods SoCal
Mushroom drink maker Shroomi will launch its refrigerated Adaptogenic Mushroom Shots line this month in Whole Foods Southern California stores, the company announced in a press release.
“We are excited to partner with Whole Foods to grow our consumer base, and we are grateful to the Whole Foods team for giving us this opportunity,” said founder Taylor Chavez Goggin in the release.
TEN Alkaline Spring Water Adds Cans to UNFI, KeHE
TEN Alkaline Spring Water announced this month it is expanding its canned water line with UNFI and KeHE nationwide. The canned line, which launches this summer, will be available in 8-pack cartons.
“TEN Alkaline Spring Water in our new aluminum can offers the same pure, refreshing 10pH hydration coupled with unique sustainable packaging for both our loyal TEN fanbase and new customers to enjoy,” said CEO Jose Fernandez in the release. “With national distribution through UNFI and Kehe, our long-standing retail partners throughout the natural channel will now be able to offer this one-of-a-kind product to their environmentally-conscious consumers seeking alternatives to single-use plastics.“