Midwest Juicery Crafts Regional Strategy for Cold-Pressed Products
After watching cold-pressed juice establish a place for itself in the tastemaker markets of New York and Los Angeles, Midwest Juicery is looking to reinvigorate the category in its own backyard.
Ziad Burkett, founder and CEO of the seven-year old low sugar, vegetable-forward juice brand, told BevNET its drinks have grown to over 800 stores this month, most recently adding 75 Giant Eagle stores across the Midwest. The expansion complements a footprint that includes other regional chains such as Dierbergs Market, Meijer and Better Health, along with roughly 200 independent accounts and some limited East Coast and Southern partners like The Fresh Market and Rouses.
The brand is distributed through UNFI, as well as regional distributions such as Indianapolis Fruit and Wisconsin-based Alberts Organics. The drinks are also sold online direct-to-consumer, although Burkett noted that ecommerce is not a top priority for the brand.
“My goal is definitely to double down on the Midwest,” Burkett said. “There’s so much opportunity to crack new doors and so many regional chains that are little powerhouses.”
While the cold-pressed juice category has struggled in recent years due to high amounts of sugar typically found in the beverages, Burkett said that Midwest Juicery has avoided the problem by creating vegetable-forward blends that are naturally low in sugar; apples and other sweet fruits are dropped in favor of hero ingredients such as beets, carrots, ginger, lemon and greens. In addition to single-serve cold-pressed juices, the brand also makes multiserve bottled shots, sold in 12 oz. bottles of 12 servings.
The low-sugar strategy has helped Midwest become the first Whole30 approved cold-pressed juice brand and Burkett said his marketing strategy has focused heavily on the better-for-you positioning.
“A lot of people have shut out this category because the drinks are so apple [forward],” he said. “When someone tells us ‘no,’ they don’t want to try it, they either say ‘I’m not healthy’ – which I can’t help you there – or they say ‘Oh, juice is too sweet,” which is perfect. Then we tell them ‘come look at this.’”
ShineWater Grows Northeast Presence
LGBTQ-owned enhanced water brand ShineWater will be celebrating Pride Month with new distribution in the Northeast. The Vitamin D infused beverages will roll out to Stop & Shop stores in Connecticut, Massachusetts, New Jersey, New York and Rhode Island, with Pride-themed end caps planned for select doors.
The retailer will carry ShineWater’s Strawberry Lemon, Watermelon Blackberry and Peach Mango flavors.
“As an LGBTQ-owned brand, we couldn’t be more excited to expand our partnership with Stop & Shop and be featured as one of its top LGBTQ products ahead of Pride Month,” said brand owner Rod Hildebrant in a press release. “With this new distribution, we look forward to meeting the demands of our current fans and introducing new consumers to our refreshing and delicious solution to vitamin D deficiency.”
Hella Cocktail Co. Adds Rainforest
New York-based Hella Cocktail Co. is poised to grow its footprint in its home city by partnering with wholesale distributor Rainforest Distribution. According to a press release, the partnership will help grow Hella’s presence in natural and specialty retailers throughout the New York metropolitan area.
“We are excited to partner with Rainforest Distribution in the Northeast,” said Justin Burnett, VP of sales at Hella. “The team at Rainforest is highly respected and has built strong relationships in the geography. The timing couldn’t be better with today’s consumers wanting zero-to-low sugar, zero-to-low alcohol, and premium mixers to partner with premium spirits. Overall, we’re seeing demand across the board for better-for-you ingredients. Our Bitters & Soda perfectly aligns with today’s beverage trends and consumer demand. With more consumers cocktailing at home, we can now offer more solutions in more places for our consumers.”
Vina Launches at Sprouts
Functional soda brand Vina announced this week it is rolling out nationwide in Sprouts, marking the brand’s first national launch. Vina will add 393 stores across 23 states with four flavors: Peach Pop, Dr. Spice, Pomegranate and Cherry Pop. Each 12 oz. can will retail for $2.49 with promos at two for $4 scheduled throughout the rest of the year.
Rowdy Mermaid Enters Target
Rowdy Mermaid Kombucha is now available at 160 Target stores across Colorado and Texas, the company announced on LinkedIn this week.
“We are proud to call Target our partner and we couldn’t be more grateful for this incredible opportunity,” the company wrote.
Remedy Organics Grows in Hannafords
Functional beverage maker Remedy Organics is growing its Northeast business with new facings in Hannafords Supermarket. The grocer will carry Remedy’s Matcha Essentials and Golden Mind flavors, the company announced on LinkedIn last week, adding new facings in the chain next to its Cacao, Berry and Super Chai flavors.
“We are excited to expand our offerings and grateful for the opportunity to bring these craveable and nutritious options to even more people,” the company wrote.
Mineragua Rolls Out to Select Whole Foods
Mexican sparkling water brand Mineragua is now available at select Whole Foods stores across the country in 9-pack containers, the company announced in a press release today. The unflavored sparkling water brand features added minerals to provide increased hydration.
“We are thrilled to announce that Whole Foods Market shoppers can now enjoy Mineragua sparkling water,” said Jazhen Gonzalez, Mineragua brand manager, in the release. “This is a huge testament to Mineragua’s rapid growth within the sparkling water category and its commitment to engage loyal customers and new consumers.”