FIJI Water is introducing a significant change in its distribution network that will result in the brand directly handling more of its own product delivery. The move, which began Oct. 1, means FIJI Water is discontinuing its distribution partnership with Keurig Dr Pepper (KDP). This new distribution model will ensure a focused, superior experience for retailers and consumers. FIJI Water will continue to work with many of its other trusted distribution partners in non-KDP territories and specialty channels, who remain closely aligned to FIJI Water’s goals and objectives. As part of the larger Wonderful Company family, recently named the fastest-growing midsize CPG company, FIJI Water will leverage significant capabilities, including the expertise of more than 300 sales and merchandising team members to improve the in-store customer and consumer experience. This distribution model change allows FIJI Water to bring Wonderful’s “concierge level” customer service, first honed in the produce category, to customers in the water category.
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