Phoenix, AZ—Sprouts Farmers Market and L.A. Libations are displaying emerging beverage brands in a new way at 50 stores in California. A part of Libations’ SoCal Incubation Program (SIP), the product lineup boasts functional benefits for consumers following plant-based, keto, and paleo diets.
“In January, we’re accelerating innovation in our beverage set with a special test in a group of California stores through a partnership with L.A. Libations,” said Kim Coffin, Sprouts’ SVP of Nonperishables, in a press release. “We’ll rapidly launch a series of innovative, ready-to-drink beverages in a new display that will support consumer demand for functional beverages.”
Near the checkout registers, Sprouts will introduce 7-8 new beverage brands in an innovative display. Swapped out for new brands three times a year, the retailer is giving young brands an opportunity to get visibility. Brands will have three months on shelf to meet predetermined performance metrics to warrant regional or national rollouts.
“Sprouts has been a driver for innovation in the natural food industry for more than two decades,” said Bonnie Shah, VP of Marketing & Innovation at L.A. Libations, in the press release. “We’re excited to combine the opportunity of Sprouts’ unique model and health–minded customer with insights of L.A. Libation’s team that meets with more than 300 entrepreneurs a year to assess emerging trends.”
The first round of beverages to be displayed starting January 1, 2021, includes meal replacement drinks from Don’t Quit, functional shots from MoreLabs, māmaki tea from Shaka Tea, milkshake from SPACE SHAKE, curcumin-infused sparkling water from Arya, Alkaline water from Hawaii Volcanic and pure water from SZENT.