learning to trust your retail partners BevNET Live
December 2009
the skinny
• our DNA
• Whole Foods union
• product evolution
• steaz theze days
• lessons learned
the healthy beverage company
• founded in 2003
• co-founders: Eric Schnell and Steve Kessler
• vision: a healthy alternative to soda
• triple bottom line: people, planet, profits
steaz
• sparkling teas, energy drinks & shots and
RTD teas
• all natural, organic, fair-trade and vegan
certified
• first USDA organic-certified soft drink brand
in U.S.
products
brand
brand
Brand Promise: Point of Difference: Core Benefit:
A healthier world Organic tea creatively unleashed Discover the better way
back in the day
• steaz launches sparkling
green tea
• we are the demo guys…
2003
back in the day
the marketing reps…
back in the day
and the sales reps…
2003 Whole Foods says yes!
• steaz approved in Southeast
region, 12 stores
• first USDA certified organic
soft drink in U.S.
• founded in 1980
• tenth largest supermarket chain
in the U.S.
• first national organic certified
grocer
• over 280 stores
• 11 U.S. sales regions
innovation
product evolution
2005: steaz national rollout
2006: steaz energy
2007: steaz diet sparkling green tea
2008: steaz organic iced teaz
2009: steaz energy shot, steaz zero calorie
2005: steaz coast to coast
goal to be category captain in
Whole Foods
SPINS ranks us #1 U.S.
glass bottled organic soft
drink
2005: steaz coast to coast
• “How about an
energy line?”
• we include WF in
development
product evolution
formulas
tasting
packaging
naming
2006: steaz energy, no bull
2006: energy, no bull
national launch
270+ stores
11 regions
4 ft. energy set
first organic energy
drink
2007: diet sparkles
• steaz SGT becomes best selling
glass-bottled organic CSD
• “How about something with less
sugar?”
• product evolution starts
product evolution
formulas
tasting
packaging
naming
2007: diet sparkles
2007: diet sparkles
national launch
first ‘diet’ (low sugar) labeled
soft drink in WF
first certified organic diet soft
drink in U.S.
2008: iced teaz yes we can!
• “How about an organic iced
tea in a can?”
• product evolution starts
product evolution
formulas
tasting
packaging
naming
2008: iced teaz yes we can!
2008: iced teaz yes we can!
national launch
‘affordable organics’ concept
introduced
first complete line of fair-trade,
organic iced teas in aluminum cans
2009: energy, take your best shot
2009: energy, take your best shot
• new partnership
• supplements: steaz enters new
category
• product evolution starts
product evolution
formulas
tasting
packaging
naming
2009: energy, take your best shot
first organic, fair trade energy shot in
PET
organic alternative to 5 Hour Energy
– category leader
today, #2 best selling item across all
steaz product lines at WF
Image of Energy Shot on shelf or data
2009: zero calories, major taste
• stevia becomes GRAS
approved by FDA
• “How about a certified organic,
stevia-sweetened zero calorie
product?”
• product evolution starts
product evolution
formulas
tasting
packaging
naming
2009: zero calories, major taste
2009: zero calories, major taste
October ‘09 national launch
first zero calorie, organic,
stevia-sweetened soft drink
replaces diet steaz line
now outselling diet 2 to 1
Image of Zero on shelf?
winning formula
Collaboration
Initiative
Responsiveness
Creativity
steaz theze days
2003 2009
steaz theze days
lessons learned
listen … to your partners
ask … Is there a market?
gain … support before launch
start … in your backyard
build … success one retailer at a time
show … you are committed
sales speak volumes
the end…
or maybe the beginning