Sprouts Farmers Market has partnered with L.A. Libations, a beverage creator, incubator, and accelerator, to launch emerging brands at 50 stores in California. A part of L.A. Libations’ SoCal Incubation Program, this assortment will add to Sprouts’ offering of healthier products with special attributes to meet growing consumer demand.
“Sprouts shoppers are enthusiastic about sampling the latest food trends, and that includes beverage trends, too,” said Kim Coffin, Sprouts’ SVP of nonperishables, in a statement. “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 special innovation displays near checkout which will refresh with new brands three times a year. Each refresh will introduce seven to 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.
“Sprouts has been a driver for innovation in the natural food industry for more than two decades. 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,” said Bonnie Shah, VP of marketing & innovation at L.A. Libations, in a statement.
The first round of brands, launching January 1, 2021, includes Don’t Quit, MoreLabs, Shaka Tea, Space Shake, Arya, Hawaii Volcanic, and Szent.
Related: Sprouts Unveils Holiday Offerings; Sprouts Farmers Market Accelerates Five-Year Plan.
Image: Sprouts Farmers Market
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