Protein2o Teams With Target on Exclusive Flavor
On the heels of its rebrand and reformulation earlier this year, Protein2o is rolling out to 1,400 Target stores nationwide.
The mass retail chain will carry the brand’s protein hydration drinks in Strawberry Watermelon and Orange Mango flavors. Additionally, Target will exclusively offer Protein2o’s newest flavor, Lemon Lime. The single-flavor 4-packs have a SRP of $7.99.
“Target is an incredible fit for [the brand]. Consumers are looking to get more protein in their daily regimen and hydrate more. Protein2o will help them achieve these goals and will be a nice complement to what they are already buying in the nutrition category,” Jill Short-Clark, CCO at Protein2o, told BevNET via email.
The partnership comes amid heightened consumer demand for protein-packed food and beverage products. Total dollar sales of liquid protein and meal replacement drinks climbed 13.9% to $5.3 billion in the 52-week period ending April 21, 2024, per data from Circana.
Protein 2o’s updated formulation, which debuted in February, features a blend of 350 electrolytes and 100% daily values of B5 and B6, as well as 20 grams of protein per 16.9 oz. bottle. Andy Horrow, president of Protein2o, previously told BevNET the brand’s dual focus on protein and hydration increases its versatility.
The addition of Target brings Protein2o’s footprint to over 7,500 stores nationwide, adding to accounts such as Walmart, HyVee, Giant, Central Market, Meijer and Woodmans Jewel among others.
The grocery channel is a “top priority” for Protein2o, according to Short-Clark.
“We want to work with our retailers as partners to fuel their category growth. Protein2o will be highly incremental for their fit-focused customers, providing both whey protein and hydration,” she said.
Just Ice Tea Hits the Bullseye
Just Ice Tea, the brand launched by Seth Goldman following Coca-Cola’s discontinuation of Honest Tea, has landed its 4-packs of canned ice tea in 1,700 Target stores. Although its glass bottles remain important for single-serve in the natural channel, the cans have opened up new opportunities in mass and grocery.
“Target can be a powerful retail partner for naturally-positioned brands to expand into mainstream channels. When we were building Honest Kids, the chain played a critical role in expanding the brand’s adoption,” said Goldman in a LinkedIn post.
The 12 oz. cans, which debuted in 2024, come in three flavors: Dragon Fruit, Raspberry and Lemon, which are sweetened with agave or honey. The teas are sourced exclusively from Mozambique, where Just Ice Tea is working to build a health clinic. The brand’s sales at Target will help generate Fair Trade USA premiums that “can help bring the clinic to life,” according to Goldman.
Luna Bay Grows With Sprouts
Luna Bay, a Chicago, Ill.-based producer of hard kombuchas and teas, is growing its presence in Sprouts Farmers Market.
The brand’s hard kombucha and Luna Zero lines are slated to hit the shelves of “hundreds” of Sprouts locations from coast to coast this spring. The rollout will feature Luna Bay’s new branding.
“When a premium retailer believes in your team, the category, the liquid, the brand and the story, it can change so much,” the brand wrote in a LinkedIn post. “It also shows how the better-for-you category is not a fad; it’s a lifestyle and can be applied to every facet of your day to day, including your beverage choices.”
GORGIE Heads to Target
After dialing back its DSD focus in favor of a “digital convenience” strategy last year, female-focused sparkling energy drink maker GORGIE is building up its brick-and-mortar presence by launching in 863 Target stores nationwide. The retailer will stock the brand’s four core flavors: Tropical Punch, Watermelon Splash, Peach Tea and Mango Burst.
“[Launching at Target is] a milestone we have been envisioning as a key pillar to truly sharing GORGIE with our customers and community in a way that feels so native to who we are,” said Michelle Cordeiro Grant, founder and CEO at GORGIE, in a statement. “We know the Target guest values brands, communities and products that make them feel better, do better and bring a smile to their face.”
The initial rollout will be followed by the launch of GORGIE’s new Pink Lemonade flavor this summer, exclusively available in 1,939 Target stores.
Mela Lands in Albertsons
Just days after its acquisition by King Juice (KJ Holding Corp.), watermelon water brand Mela announced a new nationwide distribution agreement with Albertsons Companies stores, including Albertsons, Safeway, ACME, Shaw’s, Jewel-Osco and Vons.
“This partnership means more people can enjoy our refreshing watermelon water – just in time to stay hydrated all spring and summer,” said Micah Urbach, VP of sales and distribution at Mela, in a statement.
Launched in 2022, Mela produces a portfolio of shelf-stable watermelon waters in 11.5 oz. cans, including The Original Watermelon, Watermelon + Passionfruit, Watermelon + Pineapple and Watermelon + Ginger varieties. The brand’s sales grew over 87% to more than $6.6 million in the period ending March 21, per data from Circana, representing total MULO with C-Store.
Beyond Albertsons, the brand’s beverages are available in over 10,000 stores across the country, including c-store giants 7-Eleven and QuikTrip.
Ketone-IQ Expands With New Flavors
While the keto diet trend has tapered off in recent years, Ketone-IQ continues to expand the audience for its NSF Certified for Sport ketone energy shots with new nationwide distribution in Vitamin Shoppe and full chain rollout at H-E-B (over 360 stores), adding to a footprint that already includes Sprouts, Wegmans, Gopuff and others.
The brand is using the occasion to release two new flavors: Green Apple and Raspberry Lemonade, each of which is available in a ketone-only and a ketone + caffeine version. Launched in 2022 and backed by a diverse set of investors – including Vital Protein and Be Love founder Kurt Seidensticker’s Family Fund and Chris Hunter of Koia – Ketone-IQ is part of a growing cohort alongside names like Key, Holy Water and Hard Ketones.
More distribution news from across the industry:
- Cadence, the electrolyte drink brand created by Daring Foods founder Ross Mackay, has teamed with RAW Nutrition to launch a hydration solution exclusively available in The Vitamin Shoppe.
- Seeking to carve out terrain in the growing functional soda category, Jones Soda has secured distribution for its POP Jones line in 848 new retail locations, including Albertsons banners and Market Basket.