📉 Behind The CPG Slowdown

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The effect of grocery price increases since the pandemic have continued to ripple across the industry – impacting consumer shopping habits and forcing retailers and suppliers to re-strategize how they get products moving off shelves, and in turn, bigger basket sizes through checkout.

Following a quiet launch late last year, Ocean Spray’s Revl Fruits – a four-SKU line of shelf-stable premium juices – is scaling up through new retail partnerships with Target, Kroger and Publix. 

⏪ Revl Fruits comes in Berry Wild, Truly Tropical, Tart Cherry, and Boldly Cran varieties, each crafted with 100% juice and a splash of coconut water. In hopes of standing out in a sea of glass and plastic, Revl packages its products in 32 oz. Tetra Pak cartons. 

📈 The new retail partnerships bring Revl’s door count from 500 to nearly 5,000 nationwide. According to Christina Zwicky, head of Revl Fruits, the brand was highly selective in choosing its initial retailers.

💭 “The expectation that we did this perfect day zero is unrealistic. So we’re going to learn where we are, where we are most likely to win, iterate and then continue to scale this brand into more channels across more usage occasions,” said Zwicky. 

Learn more about Revl Fruit’s plan to rejuvenate the premium juice category in the full story on BevNET.

The CPG Week team gives some spicy updates on what has shaken out in Momofuku’s chili crunch trademark dispute. Later, they delve into why canned water brands are positioning themselves more and more like beer alternatives in on-premise settings. Then BevNET Editor-in-Chief Jeff Klineman gets into the details of CPG private equity firm Forward Consumer Partners’ first acquisition: premium cracker brand Firehook Bakery.

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• A sneak peak at this week's new product roundup
• The latest non-alc beverage sales numbers from NielsenIQ
• News that a fountain drink brand has expanded into cans

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