Distribution Roundup: BrainJuice Enters Whole Foods and GNC

BrainJuice Enters Whole Foods and GNC, Announces Product Launches Cognitive function brand BrainJuice’s saw its retail footprint rise from 150 to nearly 4,000 stores last year, with the shot maker adding Whole Foods Market and more than 1,000 GNC stores this month. The Texas-based shot brand was previously sold in about 150 doors, but has since added retailers including Sprouts, Fresh Thyme, H-E-B, Central Market, Fairway, and Mother’s. “Last year was more of a proof of concept for us that we could go nationwide and support national brand recognition,” Brain Juice VP of sales and marketing Tony Moy told BevNET. “[2018 has] been a great year for us because not only are we in 4,000 stores, now we have the ability to do four to five facings in the store.” Founded in 2012, BrainJuice was an early entrant in the nascent nootropic and brain function beverage space. The product’s formula contains B vitamins and green tea extract as well as nootropics that increase focus and memory such as acetyl L-carnitine, L-theanine, and alpha-GPC. The brand’s retail expansion comes alongside the launch of BrainJuice Active, a pre-workout shot line that features added electrolytes and ingredients that are said to improve blood flow and recovery. Active launches this month as a Whole Foods exclusive with a Pomegranate Acai flavor. Orange and Watermelon flavors will launch later this year. The line retails for $3.99-$4.29 per 2.5 oz bottle. “What a lot of people are finding out is that they want the focus and the clarity,” Moy said. “In the workout world they’re always talking about the mind-to-muscle connection. As that’s becoming more and more popular people are finding out it’s the focus they’re looking for in the gym as opposed to just getting jacked on caffeine.” To further grow the business, Moy […]

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