According to Atlanta-based Monarch's vice president of sales, Tommy Little, [image-nocss] the partnership represents the expansion of its brand with the popular c-store chain, which currently has more than 430 stores throughout the Midwest. Initial distribution will include Des Moines, Tulsa, Omaha, Springfield, Sioux Falls and Fargo markets.
Both Monarch and Kum & Go 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 Leadership in Energy & Environmental Design (LEED)-certified buildings (click here for previous CSP Daily News coverage) to its 100% biodegradable artesian water bottles (click here for previous coverage). 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," Little said. "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 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 targetadults 25 to 44 looking for a healthier alternative to coffee, diet soda and traditional energy drinks," Little said.
Monarch plans to continue with its current positioning and tagline, "I am what I A.M.," a nod to morning product purchase behaviors that also fit Kum & Go's morning traffic-building marketing strategies.
Monarch markets and distributes four varieties of the noncarbonated, no-sugar-added, no-preservative energy line, packaged in 15.5-ounce cans, and including Orange Passion Fruit, Strawberry Guava, Mixed Berry Kiwi and Tangerine Apple. Distribution has focused on drug and convenience store channels, initially including RaceTrac, Fasmart Shore Stop, Mapco Mart, Flash Foods and Kerr Drug chains. The beverage is also available through online channels on Amazon.com and Monarch's own eStore.
Kum & Go also includes consumer promos on its website at www.kumandgo.com.
West Des Moines, Iowa-based Kum & Go operates its c-stores in 11 states (Iowa, Arkansas, Colorado, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota and Wyoming). In addition to a variety of products, Kum & Go provides customers a proprietary mix of products under the well-known Hiland brand name. Other proprietary product offerings include Java Ridge Premium Coffee, Napa Creek and Sea Ridge wines, Go Fresh Market sandwiches and Nuclear energy drinks.
Monarch Beverages is a diversified, international beverage company based in Atlanta. It works with bottlers, wholesalers, distributors and retailers to manufacture and market carbonated, New Age and ready-to-drink products in 35 countries. The company's extensive brand portfolio includes ACUTEfruit, NTrinsic, CoMotion, Rush! Energy, Reaktor, Kickapoo Joy Juice, American Cola, Planet Cola and Bubble Up.
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