Coca-Cola Freestyle, an on-premise soda delivery system that allows consumers to build custom tailored beverages, is gradually making its way into convenience stores and recently gained a new partner in Massachusetts-based Tedeschi Food Shops. While Coca-Cola initially targeted restaurant chains for Freestyle, the cola giant began to test the soda fountain machines in c-stores late last year and is aiming for continued expansion in the channel.

Expect GNC end-caps in Safeway stores’ non-carb aisles up until February resets, according to Shadow COO Sam Jones. The brand has largely incubated in Arizona through Kalil Bottling in Tucson, along with New Mexico, Colorado, Nevada and parts of Minnesota in smaller chains and convenience stores, but the Safeway move gives it national authorizations.

In one of the more creative uses for the retail medium, Activate has launched a new pop-up shop in Venice, CA that asks consumers to pay for its vitamin-enhanced water with “calories or cash." Calling the temporary installation a "part pop-up retail experience and part social experiment," Activate has partnered with the Get America Fit Foundation, an anti-obesity non-profit organization, to give away free bottles of the water to customers who participate in some type of physical activity at the store.

Vita Coco announced that as of yesterday, the former Red Bull executive has gone from VP of Sales at Vita Coco to President. He joined the company 11 months ago. It's not surprising that Vita Coco would go to a veteran to keep the trains running on time as the company's distribution network becomes both larger and more centralized via its ongoing relationship with DPSG.

Bossa Nova co-founder Palo Hawken – the company was eventually purchased by Sunny Delight -- helped develop the soon-to-launch REBBL tea line, which seeks to provide indigenous tribes in the Peruvian rainforest with the means to create a stable business that will allow them to protect themselves from enslavement.

Avitae caffeinated water has landed new authorizations in Safeway's Eastern Division and nationwide at Office Depot retail locations and officedepot.com. The agreements with Safeway and Office Depot will significantly expand distribution of the brand, which promotes itself as healthy alternative to sugary and high-calorie caffeinated drinks. According to CEO Brian Pitzer, Avitae is now available in over 15,000 retailers in 30 states across the U.S.

The founders of entrepreneurial Southern California distribution company Gourmet Purveyors International have left the business and started LA Distributing Company, a new Los Angeles-based enterprise. By focusing primarily on LA – where the pair have developed strong ties to independent and chain accounts, they say – they hope to be able to help small brands reach critical mass.