After Building Online, Olipop & Poppi Look to Reconnect IRL
Over the brief history of the gut-friendly soda category, much of the competition for new consumers has happened online, where leading brands like Poppi and Olipop have leveraged social media and user-generated content to build their brands. But, at least for the next few weeks, the action is moving offline with Olipop and Poppi both launching pop-up experiential activations in Columbus, Ohio and New York City, respectively.
First is Olipop’s Social Soda Club, dubbed in press materials as “a world where soda brings us all together and is good for us, too.” The brand has leaned into classic flavors like root beer and orange soda in its range of low-calorie, prebiotic-boosted CSDs, so it’s only natural that the pop-up features a vintage soda bar where visitors can enjoy free samples. There’s also backyard games, “scented flavor rooms,” and limited edition merch, i.e. tote bags. The Social Soda Club is unticketed and open through the end of June, will feature a “Founder’s Fireside” discussion with brand co-founders Ben Goodwin and David Lester on June 9.
The pop-up is being hosted at TENSPACE in Columbus, Ohio, marketed as a place to “experience online brands in real life.” The venue has previously partnered with brands like Ban.do and Rudis.
Meanwhile, in New York City, Poppi has teamed with shopping hub Bloomingdale’s for a splashy activation inside the Marc Jacobs space on 59th street. Lit up in the brand’s kaleidoscope of bright colors, the space features a floor-to-ceiling wall of Poppi cans (plus cold ones in a cooler for sampling) and ample Instagramming opportunities. The space is open Thursdays through Sundays until the end of July.
Mude Drinks Lands in 392 CVS Locations Nationwide
Startup beverage company The Naked Collective has landed its line of sparkling functional beverages, Mude, in select CVS stores across the U.S.
“The Naked Collective was born out of a frustration over the lack of transparency from brands with lofty health claims,” said Niall Phelan, co-founder of The Naked Collective, in a press release. “Partnering with a retailer like CVS, with such entrenchment with US consumers, is a milestone moment in our quest to bring a healthier lifestyle around the US and world.”
Available in four varieties – Work, Play, Chill and Sleep – Mude is a functional wellness brand with beverages designed around immune support and mood-based benefits. Each 12 oz. can contains 40 calories and is non-GMO and vegan.
“CVS HealthHUBs provide affordable, quality, health and wellness products and Mude is its newest addition, helping achieve its mission of creating a space where healthier happens together,” CVS said in the release.
All four Mude varieties are now available in 392 CVS locations and other retailers, including Erewhon, Lassens and Tony’s Fresh Markets.
Montauk Iced Tea Makes Waves Across Tri-State with Big Geyser
Following its March launch, iced tea brand Montauk has reportedly tripled its sales after partnering with Big Geyser for distribution across the Tri-State Area.
“With our new distributor, Big Geyser, sales have since skyrocketed double digits from our launch in early March of this year,” the brand said in a press release.
Founded in 2016, the brand has undergone several tweaks and changes to “debut the very best version of itself.” Currently available in 10 varieties, Montauk’s teas and lemonades start at five calories and zero grams of sugar per 16 oz. bottle.
Additionally, the brand announced the launch of its new ‘Lemon Tea’ flavor, slated to hit store shelves in June.
BIOLYTE Expands Into QuikTrip Locations in Nebraska, Missouri, Kansas and Iowa
Georgia-based brand BIOLYTE, maker of a line of vitamin-infused liquid supplements, announced this week that it has expanded its presence across Nebraska, Missouri, Kansas and Iowa.
According to the brand, BIOLYTE is now launching in QuikTrip stores across these four states, a total of 200+ new stores for the “liquid IV” maker.
“BIOLYTE is excited to be expanding into new markets and new parts of the country,” said Jason Miller, vice president of sales for BIOLYTE, in a press release. “This rapid and strategic growth is necessary for us to be able to reach more major retailers like QuikTrip and have the opportunity to introduce the benefits of BIOLYTE to a wider audience.”
The new growth comes on the heels of BIOLYTE’s current footprint across 600+ QuikTrip locations in Georgia, Arizona, Texas, Oklahoma, North Carolina and South Carolina.
BIOLYTE’s line of liquid supplements is available in four flavors – Berry, Citrus, Tropical and Melon. The beverage offers the same benefits of IV rehydration therapy in a drinkable format.
TEN Alkaline Spring Water Expands Into Texas and Louisiana
TEN Alkaline Spring Water has made strides at retail in picking up the Albertsons Safeway Southern Division banner of stores.
The Southern Division grocers now carrying TEN include Albertsons (Dallas and Louisiana), Tomb Thumb (Texas Fort Worth) and Randalls (Houston and Austin). Additionally, the brand’s spring water can also be found at nearly 100 United and United Market Street locations across Texas.
“Albertsons has long been on our wishlist for stores to carry TEN,” said Jose Fernandez, chief executive officer of TEN Alkaline Spring Water, in a press release.
TEN’s continued retail growth comes via its partnership with KeHE distributors. Earlier this year, the distributor helped TEN land its spring water in Meijer and Hannaford stores nationwide.
“Once again we thank our wonderful partners at KeHE and look forward to shoppers of Albertsons and their southern banner of supermarkets to find our 10ph alkaline spring water readily available,” said Fernandez.
Additionally, TEN Alkaline Spring Water has recently revamped the design of its 1-gallon bottles. The new design features an updated label and uses 30% less plastic than competitors, according to the brand.
Shroomi Wellness Shots Now Available at Nugget Market, Inc.
Shroomi organic cold-pressed wellness shots are now available at Nugget Market, Inc. throughout Northern California, founder Taylor Chavez Goggin announced in a LinkedIn post last week.
“Family owned and operated since 1926, we are excited to partner with an operator deeply rooted in our community. Discover our Pomegranate Mint with Cordyceps at your local Nugget Market today,” Chavez Goggin wrote in the post.
Offered in three varieties – Mandarin Turmeric FOCUS Shot, Pomegranate Mint ENERGY Shot and Yuzu Honey IMMUNITY Shot – Shroomi is a functional brand dedicated to “championing mental health and mushrooms through awareness, education, and connectivity.”
As well, Shroomi recently launched its pressed juice wellness shots in Earth Fare stores in North Carolina, South Carolina, Virginia, Tennessee and Florida.