Distribution Roundup: Water Variants Still Rising, Green Mustache Strengthens Presence in NYC
By Max Rothman
If your beverage is sparkling, flavored, some form of water and has a solid foundation in taste and packaging, retailers are probably interested.
Following the rapid rise of Sparkling ICE and the national rollout of Sparkling Fruit2O via Dr Pepper Snapple, Australian-based Found Sparkling Water announced on Monday that it has entered the U.S. through chain-wide distribution in 147 of The Fresh Market locations.
“We are very excited to be entering the United States through such a prominent specialty food retailer,” co-founder Onur Kece said in a release.
Found is sweetened with pure beet sugar, has no preservatives and contains 45 to 60 calories per bottle. The water comes in six flavors: Cucumber and Mint, Apple and Cinnamon, Elderflower, Lemon, Sparkling and Still. Founded (no pun intended) in 2007, the company has already established a strong international presence. It’s available at Chipotle restaurants in France and Germany, Starbucks stores in Turkey and Fairmont hotels and Peninsula resorts in China, among other locations.
While enhanced waters aren’t receiving quite the amount of attention as the flavored sparkling water category, they’re not too far behind. On Thursday, Essentia announced that it has secured distribution for its line of electrolyte-enhanced alkaline waters through Delhaize America, the parent company of Food Lion and Hannaford Supermarkets, and H-E-B, a supermarket chain in Texas.
The partnerships will strengthen Essentia’s presence in the Northeast, Mid-Atlantic and Southeast regions. The water will be available in approximately 1,300 Food Lion and Hannaford stores and about 140 H-E-B stores.
“We built a very strong foundation for our brand in the natural channel and that momentum is carrying over into the grocery channel,” Ken Uptain, Essentia’s president and CEO, said in a release.
Green Mustache hasn’t yet reached a footprint of Essentia’s scale, however, the company announced last Friday that it has added new distribution in Fairway Markets throughout New York City — no small coup.
The distribution agreement includes placements in the Upper West Side, Upper East Side, Chelsea and Kips Bay, along with Red Hook in Brooklyn. The news follows Green Mustache’s recent launch in all of Gourmet Garage’s stores in New York City.
According to the company, every 10 oz. bottle of Green Mustache provides one serving of real fruit and one serving of real vegetables, with 20 to 35 percent less sugar per ounce compared to competing products. The four flavors, Strawberry Banana, Orange Mango, Tropical Twist and Mixed Berry, are USDA-certified organic, non-GMO, vegan, gluten-free and contain no preservatives and artificial colors or flavors.
“Fairway’s commitment to quality and their amazing breadth of selection have made them an institution in New York City and we are honored that they have selected our product to be on their shelves,” VanTrang Manges, Green Mustache’s founder and CEO, said in a release.
Water Sensations, a line of liquid water enhancers, announced on Monday that it has also added distribution with Fairway in New York, along with New Jersey and Connecticut. The brand also gained new placement at The Central Market locations in Texas and secured a national distribution deal with KeHE.
The product, which contains no calories and diffuses instantly in a bottle of water, according to the company, comes in three flavors: Citrus Energy, Cranberry Pomegranate Fitness and Blueberry Acai Immunity.
Bill Sipper, managing partner of Cascadia Managing Brands, who has worked with companies such as Nantucket Nectars, Fresh Samantha and Naked Juice, to name a few, helps manage the Water Sensations brand.