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Distribution Roundup: Activate Signs With Safeway; Cabana Lands Kroger Deal; Cheribundi Available in ShopRite

By Max Rothman

With Christmas and New Year’s Day bridging the most recent distribution roundup, we’ve got lots of terrain to cover, so hold on tight.

Preceding news that co-founder Anders Eisner has acquired all financial interest in Activate, the company announced on Tuesday that it has secured a distribution deal with Safeway. The deal will bring Activate, an enhanced water bottled with a patented mix-to-drink twist cap, to about 1,300 Safeway locations across the country beginning in April 2014.

Activate will be situated in Safeway’s functional beverage section and will feature nine varieties in the store: Activate Beauty: Exotic Berry, Activate Defy: Pomegranate Blue, Active Defend: Orange Twist and Raspberry Citrus, Activate Charged: Juicy Grape and Lemon Lime, Activate Balance: Fruit Punch, Activate Rebound: Pineapple Coconut and Passion Fruit.

Speaking of flavor varieties, Natural Cabana Lemonade, which is marketed by The Pulse Beverage Corporation, announced on Monday that it will be available in 1,233 Kroger Stores throughout the U.S.

Containing 60 calories and 12 grams of sugar per 8 oz. serving, Cabana Lemonade is available in five flavors: Premium Lemonade, Blueberry Lemonade, Cherry Lemonade, Strawberry Lemonade and Tropical Mango Lemonade.

“This is an exciting time for Pulse as we continue to build a robust distribution network that provides important channels for introducing our products,” Pulse CEO Bob Yates said in a release. “Kroger is an ideal partner with an excellent platform for all of our beverages.”

While it doesn’t take much to understand the appeal of lemonade, Cheribundi is another case. CEO Brian Ross hopes to educate consumers about the functionality of the tart cherry juice, such as its anti-inflammatory properties. Dieticians of professional sports teams also recommend the beverage for its ability to improve cognitive and motor functions and visual acuity, among other benefits.

On Dec. 30, Cheribundi announced that it has secured placement in ShopRite stores, giving the company a better chance to teach consumers about the juice’s dimensions. The deal includes distribution to 250 stores across six states: New Jersey, New York, Pennsylvania, Connecticut, Delaware and Maryland. The retailer approximates that it serves more than five million customers each week.

“We believe that our tart cherry juice products will appeal to ShopRite’s health-oriented consumer base,” Ross said in a release.

Here’s a list of other distribution news since our last roundup:

  • Pine State Beverage Company of Gardiner, Maine, will distribute the products of Urban Farm Fermentory, a hard cider and kombucha producer, throughout Maine.
  • Shortly after announcing a new distribution partnership with Splash Beverage Group KonaRed, the Hawaiian coffee fruit beverage maker released news that ABC Stores throughout Hawaii will carry its green tea.
  • Jin+Ja, a spicy elixir with ginger, lemon, cayenne, mint and green tea, is now available at Gourmet Garage in the greater New York area.
  • FitPro, makers of FitPro Daily and FitPro Plus protein shakes, announced that its beverages will be available at Hi-Health, a vitamin and nutrition chain in Arizona, and convenience stores in Northern Texas.
  • Reeds, Inc. announced that its Culture Club Kombucha will be available in all 32 of the Haggen, Inc. stores in Oregon and Washington state.
  • Since Dec. 30, Swamp Pop Sodas have been available in 270 Cost Plus World Market locations across the U.S.

Source: Beverages