Super Coffee To Grow Protein+ in Kroger
Super Coffee is finding a refreshed avenue for growth with its functional Protein+ line, which will roll out into all Kroger divisions nationwide in January.
Speaking to BevNET today, Jake DeCicco, co-founder and Chief Revenue Officer at Super Coffee said Protein+ – which is available in both 12 oz. bottles and 11 oz. Tetra Paks – has become a top-selling item within its RTD portfolio, outselling the brand’s core line of functional coffees in many retailers while providing better margins and revenue.
For example, in Wegmans, DeCicco said the core Super Coffee drinks sell roughly 5.1 units per store per SKU each week, equating to about $15. With Protein+, the velocity is 6.1 units per store per week, netting roughly $24 in revenue.
“It’s been a good way to go out and compete,” he said. “We feel like we’re competing with Core Power on the DSD side and competing with Premier on the Tetra Pak side – both right in the heart of the protein shake segment.”
In addition to Wegmans, the shakes are currently available in retailers like H-E-B, Costco, Walmart and Costco.
The line is now preparing to add Walgreens stores in February as an endcap in 6,500 stores, DeCicco said. In Walmart, the brand will also add “New Year, New You” endcaps in January while Protein+ is slated to expand its convenience channel presence with chains like Casey’s, Cumberland Farms and QuikTrip, among others.
The company is also preparing a brand refresh for its core Super Coffee line, DeCicco said, positioning the drinks as a “Lean Iced Latte” and reformulating the liquid to have zero grams of sugar and 10 grams of protein, bringing a bottle down to 60 calories per 12 oz. serving.
“We’re calling it ‘modern coffee,’ the way that folks would want their coffee to be as low calorie, as low sugar as physically possible,” he said.
Protein has established itself as a significant north star for Super Coffee to follow, DeCicco added. He said that in addition to the macro health and wellness trends that have led to a boom in protein CPG products, rising inflation on coffee is also playing a role as consumers are increasingly seeking more bang for their buck in the form of functional benefits.
“We all know coffee prices have gone up so much in the last few years, I think that adding functionality is almost a demand for the customer right now, since it’s so expensive,” DeCicco said.
Caliwater Grows On-Premise Business
Cactus water brand Caliwater, co-founded by actors Vanessa Hudgens and Oliver Trevena, is deepening its on-premise restaurant business, according to Restaurant News.
The brand can now be found in all of chef Gordon Ramsey’s North American restaurant locations and will soon add Pura Vida restaurants nationwide next month.
The drinks are being positioned as non-alc alternatives and mocktail mixers, and the company says it expects to announce more on-premise partnerships in the new year.
Pure Fuel Sport ‘Goes Giant’
Function hydration beverage brand Pure Fuel Sport is launching in 125 Giant stores in Pennsylvania, the company announced last week.
The brand, which recently announced Philadelphia 76ers rookie VJ Edgecombe as a new strategic partner in the company, was founded in 2023 and is now working to grow its presence in retail as well as employing a “culture first” strategy closely tied with pro basketball and other athletic partners.
Juni Enters Whole Foods
Sparkling adaptogenic tea brand Juni is now available in select Whole Foods stores nationwide.
The mood-boosting functional beverage line is made with a proprietary blend of ashwagandha, lion’s mane and reishi mushrooms and comes in flavors such as Peach, Raspberry, Tropical, Strawberry Hibiscus and Cherry Lime.
More Distribution News from Across the Industry
- BREZ’s functional tonics – in Flow, Elevate and Dream varieties – can now be found in Harris Teeter stores in the Southeast.
- Lucky Energy is going big in Texas with H-E-B this month, according to the company’s LinkedIn profile.
- Better-for-you lemonade maker Swoon has entered BJ’s Wholesale Club stores for a limited time with exclusive 15-packs.
- TRIP’s powdered supplements and gummies are now in over 800 Target stores across the country.