Kum & Go has entered a new distribution agreement with ACUTEfruit, Monarch Beverages’ nutrient-enhanced 100% fruit juice energy beverage, and plans to expand carriage of the product, sales and promo agreements throughout the Midwest in 2010 at its Iowa, Nebraska, Missouri and North and South Dakota locations.
The chain will put the beverage in 375 of its 430-plus stores, starting in the first month of the new year. Initial distribution will include Des Moines, Tulsa, Omaha, Springfield, Sioux Falls and Fargo markets.
Kum & Go and Monarch have shared philosophical commitments to sustainability and eco-friendly positioning. Kum & Go’s green commitment extends to bio fuel distribution and store design-from its ethanol fuel commitment and LEED-certified buildings to its 100% biodegradable artesian water bottles. Monarch has manufactured its products with a commitment to greenhouse gas reduction projects through its alliance with Carbonfund.
“Our success is about what works both today and tomorrow,” said Richard Ginther, Kum & Go Category Manager for Packaged Beverage. “Monarch’s corporate philosophies and product mix are a good fit for us, and we’re excited to begin distributing ACUTEfruit in our stores,” he said.
“Our success depends on shared values, brand promise and promo strategies that meet consumer demand, price point and innovative consumer marketing,”said Tommy Little, vice president of sales for Atlanta-based Monarch. “With Kum & Go – we get the perfect blend of shared values, sales and promo and total consumer benefit,” he said, adding that Kum & Go’s high-quality, value price strategy fits Monarch’s own positioning and distribution plans for ACUTEfruit.
“Expansion of key partners like Kum & Go continues to align our ACUTEfruit line with key volume-drivers with the same, core demo target – adults 25-44 looking for a healthier alternative to coffee, diet soda and traditional energy drinks,” Little said.
Monarch plans to continue with its positioning and tag – “I am what I A.M.” – a nod to morning product purchase behaviors that also fit Kum & Go’s morning traffic-building marketing strategies.
