Ruby Hibiscus Water Goes Sparkling Via Amazon, Earth Fare
Roughly 12 months after hitting the market, Ruby Hibiscus Water is set to use its new sparkling line to help drive distribution growth both at retail and online.
The New York-based brand, created by ex-Sotheby’s Global Head of eCommerce Noah Wunsch, made a splash last March when it launched in Whole Foods in the Northeast in 10 oz glass bottles ($3.99) and 12-packs ($45). Since then, Ruby has racked up distribution partners like Rainforest in NYC — along with recently winning one of KeHE’s coveted “Golden Tickets” at the distributor’s 2022 TrendFinder Event — and influential retailers like Westside Market next-gen c-store chain Foxtrot.
The new Sparkling Hibiscus line — available in one unsweetened and two juice-sweetened (Blood Orange and Concord Grape) varieties — opens up new options for the brand both on and offline —the most important being Amazon. North Carolina-based Earth Fare is also taking on the line, Wunsch said, as is Foxtrot and grocery delivery platforms Gorillas and Gopuff. The line will be available for $2.99 per 12 oz can and $35 per 12-pack.
“The line will be merchandised both in the sparkling flavor category and in the functional category — so probably with the prebiotic sodas, probably with some of the new emerging sparkling brands,” Wunsch said. “Our price point is complementary to those at $2.99 a can, as opposed to $3.99 for the still hibiscus water, which plays in that category of coconut water.”
Wunsch’s background in art and design are echoed in Ruby’s bright and playful branding, and to promote the new sparkling line, the company is going deeper into the so-called “Rubyverse” with a new pop-up marketplace: the intergalactic Rubyverse Library (i.R.L), open daily by appointment only through April 13 at New York Halloween and magic shop Abracadabra (19 W 21st Street). Visitors can sample the new line and check out limited edition art pieces made in collaboration with artists like Jeremy Volk, Strike Gently, Janie Korn, Secret of Manna, DS & Durga and others.
“A lot of the adages that I apply to what we do on the marketing side is low cost, high impact,” Wunsch said. “So what we did I think that’s pretty different from what I’ve seen from other brands is we actually are working with a number of galleries and curators on a consignment basis. So everything in the pop up, aside from two or three branded items, is actually consigned to us. For anything over the top, we’re really working with people who have inspired the brand’s universe to really curate a vision of what the ‘Rubyverse’ is in partnership with them.”
Three Trees Goes Chainwide in Whole Foods Market
Nut milk maker Three Trees has launched chainwide with Whole Foods Market, the company announced in a press release earlier this week. The supermarket chain will carry Original Almondmilk, Vanilla Bean Almondmilk and Oat & Seed Oatmilk.
“Three Trees is now easier than ever to get your hands on!” the brand shared in a LinkedIn post.
TEN Alkaline Spring Water Now Flowing into Meijer Stores
TEN Alkaline Spring Water has expanded its retail footprint and is now flowing into all 250+ Meijer stores across the midwest via KeHE.
“Our team at TEN Alkaline Spring Water is honored to be included in the Meijer family of markets,” said TEN Alkaline Spring Water CEO Jose Fernandez. “Years ago we had Meijer on our wishlist for carrying our 10ph alkaline water in their stores and to finally see this become reality is exciting.”
TEN Alkaline Spring Water has made large strides in brand growth and distribution within the past year, adding retail partners Key Foods, Shop Rite, Weis and Redner’s in November 202, Hannaford stores in February 2022 and Lowes Foods in March 2022.
TEN spring water is now available in 1 gallon and 1.5-liter bottles in Meijer stores throughout Michigan, Illinois, Indiana, Kentucky, Ohio and Wisconsin, and will soon be available through their home delivery rollout.