BIOLYTE Moves to Sports Drink Aisle in Publix
Hydration beverage brand BIOLYTE announced that it has entered the sports drink set in select Publix stores throughout the Southeast, making a transition from the enhanced water section as the brand makes a stronger push into the sports category.
“BIOLYTE is built for rehydration and to reset homeostasis after strenuous activity, workouts and when experiencing dehydration-related symptoms like nausea and fatigue,” said Jason Miller, Vice President of Sales for BIOLYTE, in a press release. “Finding BIOLYTE in the sports drinks aisle at Publix furthers our product message and role in the marketplace as a reliable, go-to recovery drink for any of those symptoms.”
The Atlanta-based brand claims to provide the same amount of electrolytes as IV rehydration therapy, containing around 6.5x the amount of electrolytes as leading sports drink brands with one-third of the sugar.
RISE Expands Foodservice Presence
Nitro cold brew coffee maker RISE Brewing Co. is expanding its presence in foodservice through Performance Food Group. According to a LinkedIn post foodservice broker Rooted Food Sales, the brand’s 7 oz. canned coffees are now available through the Virginia-based distributor.
“It was a blast sampling and introducing our cold-brew line to the sales force at [Performance Food Group] – we can’t wait to see the opportunities that come from this incredible partnership,” the post stated.
ShineWater Adds Stop & Shop, The Giant Company
ShineWater, maker of hydration drinks featuring 100% of the daily recommended dose of Vitamin D per bottle, has launched in Stop & Shop stores and The Giant Company stores in the Northeast and Mid-Atlantic, according to the company. The new distribution adds to the brand’s more than 10,000 retail locations nationwide.
“As we are on a mission to bring healthy hydration without compromise to consumers, we are thrilled to announce ShineWater’s increased availability in the Northeast at both Stop & Shop and The Giant Company stores,” ShineWater COO Larry Long said in a statement. “Vitamin D deficiency is a global health and wellness issue and ShineWater is a simple yet flavorful remedy to ensure everyone can obtain the vitamins and minerals necessary to optimize health. No other hydration brand does what we do, and it’s great to see our retail partners recognize that.”
IVUSION Starts Subscription Program
Hydration brand IVUSION has launched a new subscription plan, dubbed the Elite Ongoing Membership program, through its direct-to-consumer online store. For $28.50 a month consumers can receive a 12-pack of IVUSION with free shipping within the U.S. Subscribers also will receive discounts and exclusive content.
Calypso Expands Across Channels
Calypso continues to gain ground on lemonade shelves, this time picking up around 3,000 new outlets.
New gains include 1,300 new Walmart locations (2,500 total), 1,200 Publix stores, 250 Sheetz outlets, 200 H-E-B stores and 2,000 Kroger supermarkets.
“We are excited to announce the continued expansion of Calypso’s distribution with several leading retailers in the US.,” said David Klavsons, CEO of Calypso, in a press release. “This new distribution will create availability of our Calypso brand to more consumers at a perfect time of the year as we enter the summer months so everyone can enjoy a taste of the islands.”
Tru Partners With Walmart
Massachusetts-based functional drink maker Tru has entered Walmart locations across the Northeast and Mid-Atlantic, according to a LinkedIn post from founder and CEO Jack McNamara.
Tru markets a 7-SKU range of functional RTDs in 12 oz. cans tied to specific use occasions, including sleep, energy, focus and immunity defense.