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Sprouts to spotlight emerging functional beverage brands

Partnership with L.A. Libations features special innovation displays that will refresh three times a year

Michael Browne, Executive Editor

December 17, 2020

2 Min Read
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Sprouts and L.A. Libations will launch emerging functional beverage brands at 50 select stores in California throughout 2021.Sprouts Farmers Market

Natural retailer Sprouts Farmers Market has joined with beverage creator L.A. Libations to launch emerging brands at 50 select stores in California as part of L.A. Libations’ SoCal Incubation Program. The partnership will kick off on New Year’s Day with the rollout of seven ready-to-drink functional beverages at the Sprouts stores.

“Sprouts shoppers are enthusiastic about sampling the latest food trends, and that includes beverage trends, too,” said Kim Coffin, Sprouts’ senior vice president of nonperishables. “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. We’ll rapidly launch a series of innovative, ready-to-drink beverages in a new display that will support consumer demand for functional beverages.”

Sprouts’ in-store program includes new, special innovation displays near checkout that will refresh with new brands three times a year. Each refresh will introduce seven or eight new emerging brands and will be merchandised weekly in all 50 stores by Relentless Trade Solutions for immediate performance reporting and in store brand development. Brands will have three months on shelf to meet predetermined performance metrics to warrant regional or national rollouts. 

Related:Sprouts well positioned for post-pandemic success, CEO Jack Sinclair tells investors

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Sprouts Farmers Market will introduce seven L.A. Libations beverage brands in January.

Launching on January 1, the first round of beverage brands includes: 

Don’t Quit! is a line of better-for-you meal replacement shakes that will compete in the adult nutrition category.

MoreLabs  functional shots include Morning Recovery, Liquid Focus and Dream Well.  

Shaka Tea  brewed with māmaki, an ancient, adaptogenic superleaf that’s only found in the Hawaiian archipelago. Shaka Teas are sweetened with monkfruit for a delicious low- to no-calorie super tea.

SPACE SHAKE  ready-to-drink shakes are ketogenic, paleo, vegan, low-carb, loaded-with-good-fats, have no sugar added, are gluten free, dairy free, certified organic and certified delicious. 

Arya is a full line of curcumin-infused sparkling waters that provides all the benefits of one entire tablespoon of turmeric.

Hawaii Volcanic is a naturally alkaline sustainably sourced premium water from Hawaii’s Big Island, available still and sparkling.

SZENT  pure water has reinvented the flavor experience using only the scent of all-natural ingredients, nothing more.

“Sprouts has been a driver for innovation in the natural food industry for more than two decades,” said Bonnie Shah, vice president of marketing & innovation at L.A. Libations. “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,”

Related:Sprouts Farmers Market to go chainwide with Instacart Pickup

Phoenix, Ariz.-based Sprouts Famers Market operates more than 350 stores in 23 states.

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Sprouts Farmers Market

About the Author

Michael Browne

Executive Editor, Supermarket News

Michael Browne joined Supermarket News in 2018 after serving in managing and executive editor capacities at leading B2B media brands including Convenience Store NewsLicense Global and Travel Agent. He also previously served as content production manager for print and digital in the Business Intelligence division of Informa, parent company of Supermarket News and Nation’s Restaurant News.

As executive editor, Mike oversees the editorial content of supermarketnews.com as well as the monthly print publication. He also directs all content-based brand-related projects including the annual Top 75 Retailers report, Category Guide, Retailer of the Year, research surveys and special reports, as well as podcast and webinar content. Mike has also presented and moderated at industry events.

In addition to the positions mentioned above, Mike has also worked as a writer and/or editor for special projects at American Legal Media (ALM), managing editor for Tobacco International, special projects editor at American Banker • Bond Buyer, and as production editor for Bank Technology News and other related financial magazines and journals published by Faulkner & Gray.

A graduate of Fordham University, Mike is based in New York City, where he was born and raised.

Contact Mike at [email protected] or follow him on Twitter and LinkedIn.

 

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