learning to trust your retail partners BevNET Live

December 2009

the skinny

• our DNA

• Whole Foods union

• product evolution

• steaz theze days

• lessons learned

the healthy beverage company

• founded in 2003

• co-founders: Eric Schnell and Steve Kessler

• vision: a healthy alternative to soda

• triple bottom line: people, planet, profits

steaz

• sparkling teas, energy drinks & shots and

RTD teas

• all natural, organic, fair-trade and vegan

certified

• first USDA organic-certified soft drink brand

in U.S.

products

brand

brand

Brand Promise: Point of Difference: Core Benefit:

A healthier world Organic tea creatively unleashed Discover the better way

back in the day

• steaz launches sparkling

green tea

• we are the demo guys…

2003

back in the day

the marketing reps…

back in the day

and the sales reps…

2003 Whole Foods says yes!

• steaz approved in Southeast

region, 12 stores

• first USDA certified organic

soft drink in U.S.

• founded in 1980

• tenth largest supermarket chain

in the U.S.

• first national organic certified

grocer

• over 280 stores

• 11 U.S. sales regions

innovation

product evolution

2005: steaz national rollout

2006: steaz energy

2007: steaz diet sparkling green tea

2008: steaz organic iced teaz

2009: steaz energy shot, steaz zero calorie

2005: steaz coast to coast

goal to be category captain in

Whole Foods

SPINS ranks us #1 U.S.

glass bottled organic soft

drink

2005: steaz coast to coast

• “How about an

energy line?”

• we include WF in

development

product evolution

formulas

tasting

packaging

naming

2006: steaz energy, no bull

2006: energy, no bull

national launch

270+ stores

11 regions

4 ft. energy set

first organic energy

drink

2007: diet sparkles

• steaz SGT becomes best selling

glass-bottled organic CSD

• “How about something with less

sugar?”

• product evolution starts

product evolution

formulas

tasting

packaging

naming

2007: diet sparkles

2007: diet sparkles

national launch

first ‘diet’ (low sugar) labeled

soft drink in WF

first certified organic diet soft

drink in U.S.

2008: iced teaz yes we can!

• “How about an organic iced

tea in a can?”

• product evolution starts

product evolution

formulas

tasting

packaging

naming

2008: iced teaz yes we can!

2008: iced teaz yes we can!

national launch

‘affordable organics’ concept

introduced

first complete line of fair-trade,

organic iced teas in aluminum cans

2009: energy, take your best shot

2009: energy, take your best shot

• new partnership

• supplements: steaz enters new

category

• product evolution starts

product evolution

formulas

tasting

packaging

naming

2009: energy, take your best shot

first organic, fair trade energy shot in

PET

organic alternative to 5 Hour Energy

– category leader

today, #2 best selling item across all

steaz product lines at WF

Image of Energy Shot on shelf or data

2009: zero calories, major taste

• stevia becomes GRAS

approved by FDA

• “How about a certified organic,

stevia-sweetened zero calorie

product?”

• product evolution starts

product evolution

formulas

tasting

packaging

naming

2009: zero calories, major taste

2009: zero calories, major taste

October ‘09 national launch

first zero calorie, organic,

stevia-sweetened soft drink

replaces diet steaz line

now outselling diet 2 to 1

Image of Zero on shelf?

winning formula

Collaboration

Initiative

Responsiveness

Creativity

steaz theze days

2003 2009

steaz theze days

lessons learned

listen … to your partners

ask … Is there a market?

gain … support before launch

start … in your backyard

build … success one retailer at a time

show … you are committed

sales speak volumes

the end…

or maybe the beginning