Holiday Stationstores to Carry Frava Caffeinated Fruit Juice

Beverage company launching indiegogo campaign to raise $24,000 to support order

Holiday Stationstores Frava (CSP Daily News / Convenience Store Petroleum)

BLOOMINGTON, Minn. -- More than 470 Holiday Stationstores in the Midwest will carry Frava, a naturally caffeinated fruit juice. To support the move, Frava is launching an indiegogo campaign to raise the $24,000 needed to support producing the product for this initial order, which will more than doubles Frava's retail footprint.

The drink is an energy-boosting alternative to the taste or temperature of coffee and the synthetic ingredients and crash of energy drinks, the beverage maker said. Its energy boost comes from natural caffeine infused from green coffee beans, which provides 200 mg of caffeine per bottle. Comprised of 40% fruit juice, Frava has no artificial flavors, colors or preservatives and is rich in Vitamin C.

Available in four flavors--Cranberry Orange, Peach Mango, Pomegranate Acai and Pineapple Orange--Frava drinks retail for $2.50.

Launched in Jan, 2013, Frava adopted a distribution philosophy focused on securing a foothold in Manhattan and Long Island. By April 2013, Frava signed a distribution deal with one of the fastest growing distributors throughout New York and New Jersey, and today, Frava is available in 400 retailers and offices across the region. Through its deal with Bernick's Beverage & Vending, a Pepsi/MillerCoors and specialty beverages distributor servicing Minnesota and Wisconsin, Frava will more than double its retail footprint by rolling out in all 470 Holiday convenience stores in the Midwest.

"A few months ago we were a couple kids with backpacks stuffed with caffeinated fruit juice and sample cups, and now one of the largest convenience store chains in the country is bringing us on," said Frava CMO Alex Portin. "No product, regardless of how disruptive it is, can sell itself. If our loyal fans can help us fulfill this order, we can then shift our focus towards building brand awareness and ultimately driving sales."

Evan Berman, Long Island, New York-based Frava's founder and CEO, said: "Unfortunately, it's a pay-to-play business, and it's expected that we supply each of the stores with free product. For a company like us that has bootstrapped everything up until this point, it doesn't just pose a challenge, but a serious risk."

Frava is seeking $24,000 in contributions to produce product needed to fulfill its order from Holiday Stationstores. For the $15 "Friends with Benefits" pledge, contributors will receive one four-pack of Frava delivered to their door plus 10% off online orders for a year. For the $35 "The Myth" pledge, contributors will receive two four packs, a coveted "0 Preservatives" T-shirt and 15% off online orders for a year. For the $75 "The Distributor" pledge, contributors will receive two cases (24 bottles), a four pack for a friend, two "0 Preservatives" T-shirts, 25% off online orders for a year and a deciding vote on forthcoming flavors. Check out the Frava Indiegogo campaign at for all rewards and details.

Like many of their peers, three undergraduates at Colgate University found themselves sleep deprived and running out of steam midway through finals week. It was too hot outside for coffee and the ingredients list on energy drinks left them with more questions than their econometrics textbook. What they needed was something as refreshing and nutritious as it was functional. Then and there, Frava was born, said the company.

Bloomington, Minn.-based Holiday Stationstores has 492 corporate and franchise locations in 10 states throughout the upper tier of the United States and Alaska.

Part of CSP's 2014 Convenience Top 101 retailers