Genius -- which recently re-launched its popular, in-demand coconut smoothie -- has partnered up with LA Distributing, one of the premiere distributors in Southern California with a reach to thousands of independents and natural chains in Los Angeles and Orange County.
Approximately a year after Genius Juice discontinued its flagship coconut smoothie line, the beverage maker is shifting gears once again with a relaunch of its original product. CEO Alex Bayer said the company never wanted to discontinue its smoothie line, but that the company’s distribution had grown too wide for its manufacturing capabilities.
Genius last week announced that it has discontinued its line of coconut smoothies and in its place launched a new line of organic “Superfood Smoothies.” Positioned as a healthy meal replacement drinks, the products are made with almond milk, superfood ingredients, including quinoa and maca, and plant-based protein.
Announced Friday via press release, Tom Malengo, chief business officer at The Litchfield Fund, discussed the investment in a call with BevNET, saying he was impressed by Genius’ recent brand revamp and gains in distribution and founder Alex Bayer’s vision for the company.
Genius Juice, which has made significant strides in the distribution of its organic coconut smoothies, recently unveiled a new look. The revamp comes with a simplified name for the brand, now known simply as “Genius,” and two new flavor varieties.
Having recently secured new distribution and retail placement in Southern California, Genius Juice, which produces a line of high pressure processed (HPP) organic coconut smoothies, has refined its branding, reduced its product offerings and unveiled a new 12 oz. bottle.
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