BRANFORD, Conn. -- One emerging functional-water company is taking steps to get its name heard this summer with ambitious hiring and sampling efforts.
Since its official launch in fall 2014, trimino Protein-Infused Water has spread west across the country and is now available in more than 2,500 stores in 12 states due in part to the bench strength of its sales force, according to the company.
In March, trimino, was accepted into all 63 Big Y World Class Markets, based in Springfield, Mass.
"We've assembled a dream team of seasoned beverage-industry veterans focused on helping retailers profit from this emerging alternative to sugary drinks that is attracting new customers into their stores," said Peter J. Dacey, founder and CEO of Miami Bay Beverage Co. LLC, makers of the sugar-free, low-calorie functional protein water.
Building the Bench
Rick Sweitzer of All Channel Sales LLC in Greenwood, S.C., joined Miami Bay in January 2014 after three years with PepsiCo/Frito-Lay and 27 years with Dr Pepper. Representing top beverage brands in their categories, he managed sales and promotions through both the DSD (direct-store-delivered) bottler network and direct through wholesaler/distributor networks with brokers.
The sales team at LP Partners in Dallas joined Miami Bay in the second quarter of 2014. It has more than 40 years of experience selling established brands like Dr Pepper, Motts and Snapple, and growing new brands such as Fuze and vitaminwater into the mainstream.
John Cavallero of Easton, Conn., is the most recent addition to the Miami Bay team. He's an industry insider who spent the last 20-plus years at Nestle Waters, Kraft, Nabisco and Heinz.
Driving Sampling
Meanwhile, trimino has created a four-flavor sample pack available online to encourage sampling.
The trimino Mixed 4-Pack contains four "simply delicious" fruit flavors: Peach, Mixed Berry, Strawberry Lemonade and Coconut Pineapple. It sells for $9.99, or about $2.50 per bottle, plus only $2 shipping.
"We realize that new customers don't want to buy a whole case just to try a couple of flavors so an introductory Mixed 4-Pack allows them to try all four flavors for a low entry price," Dacey said. "In addition we're heavily subsidizing the shipping cost to encourage trial."
Mixed and single-flavor 12-bottle cases are also available for $24.99 with $6 per case for shipping.
Trimino is a protein-infused water that was developed by three Guilford, Conn., fathers as an alternative to sugary soft drinks. The product is a healthy low-calorie functional water targeting the woman consumer. It contains 7 grams of high quality whey protein and 100% of the Recommended Daily Allowance (RDA) of vitamin B complex. At only 28 calories per 16-oz. bottle, it's "light and refreshing" with no sugar, carbohydrates, caffeine, gluten or lactose.
Trimino was created by Miami Bay Beverage Co., Branford, Conn.
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