Koia is strengthening its partnership with NBA All-Star Chris Paul and apparel brand Support Black Colleges to fund historically Black colleges and universities (HBCUs) with the launch of a limited-edition version of its Cinnamon Horchata flavor protein shake.
Supporting HBCUs has been a key focus for Paul since joining Koia as an investor and ambassador in August 2021. In partnership with the NBA star, the plant-based beverage brand headquartered in Los Angeles has already invested about $20,000 on a program to get branded vending machines on the campuses of Winston-Salem State University (where Paul is enrolled) and Florida A&M University.
The LTO product launch is a natural extension of the company’s strategy to get plant-based nutrition onto more college campuses, according to Koia CMO Chris Pruneda. The Chris Paul-branded SKU will be available exclusively on Walmart.com, with 100% of profits from sales going to HBCUs via the Chris Paul Family Foundation. Koia hopes to raise $10,000 to $15,000 for HBCUs through the product release.
“We believe that Koia is for the many, not the few and that our mission is to deliver easy access to healthy, delicious, convenient, low-sugar plant-based nutrition,” Koia’s CMO Chris Pruneda said. “Chris Paul is on a similar mission and he’s very focused on the underserved communities.”
In April, Paul was appointed to President Joe Biden’s HBCU Board of Advisors.
“Koia’s support of the Chris Paul Family Foundation and the important work that we do to level the playing field in education is extremely necessary. The funds will help to enhance resources for our HBCU business course and support our college internship initiatives,” said Robin Paul, Chris Paul’s mother and Co-Founder of the Chris Paul Family Foundation, in a statement.
In addition to the exclusive protein shake, Support Black Colleges is also producing custom swag to raise awareness of the need for increased access to plant-based nutrition options for HBCUs. A portion of the custom apparel sales will go to HBCUs.
The company credits their work with Paul in helping open the door to a number of high-profile investors from celebrities like The Weeknd and Kevin Hart to elite pro athletes like Milwaukee Bucks player Khris Middleton, NFL quarterback Kyler Murray, Stanley Cup champion hockey player Ryan O’Reilly and Washington Nationals first baseman Josh Bell.
Launching the limited-edition flavor exclusively through Walmart’s online platform reflects the retailer’s importance to Koia as a key retail partner, as the refrigerated brand looks to capture real estate left behind from recent disruption in the juice and smoothie cooler, particularly from Coke’s divestment in Odwalla. After trialing and discontinuing various sublines (Thrive, Coffee), the brand is currently focusing on Protein, Keto and Smoothies to drive distribution to around 17,000 stores nationwide including Whole Foods, Publix, Target, Ralphs and 7-Eleven.
Additionally, the beverage company sees opportunity for more plant-based options in the protein shake segment. Pruneda is hoping to capitalize on that as he expands his role within the company as the Chief Commercial Officer as well as overseeing sales and general marketing responsibilities. Koia CEO Chris Hunter will continue his work on brand-building through partnerships, PR, and social initiatives.
The company is on a trajectory to hopefully double its business sometime next year with additional funding rounds and more distribution opportunities this year, Pruneda said. “There’s so much room for growth. We’ve got a tiny household penetration as an emerging brand and so we still have a lot of new consumers to gain.”