Odwalla expands into southeast

Natural health beverage brand Odwalla is launching four new products in the southeast and expanding distribution into major retail supermarkets and mass market retailers, including Wal-Mart and Publix, the California-based company said this week.

The enhanced distribution is expected to raise awareness of the brand among mainstream consumers.

The new Odwalla beverages - Blueberry Smoothie, Protein Tropicale, Passionate "C" and Organic Orange Juice - are available in 1.5 liter multi-serve recyclable plastic bottles. Blueberry Smoothie and Protein Tropicale are also offered in a new 11 fluid oz. size in handy 4-packs. Suggested retail price for each product is $3.99.

The Odwalla Blueberry Smoothie is 100 per cent juice and contains no added sweeteners. The company is promoting the health benefits of blueberries, believed to combat free radicals, thanks to high anthocyanin content.

Odwalla Protein Tropicale, includes soy protein and a mixture of tropical fruit juices and purees, while Odwalla Passionate "C" is said to provide 470 per cent of the daily value for vitamin C per 8 fluid oz. serving.

The company said the southeastern US is a relatively untapped market for Odwalla. Unlike its existing products, the new items will be stocked in the refrigerated juice case. The new Odwalla beverages also are flash pasteurized.

Shawn Sugarman, president of Odwalla, said: "Odwalla juices may have started as a niche brand, but it has been consumers' strong interest and loyalty - with little advertising - that's quickly brought Odwalla into the mainstream."​

Other Odwalla​ products include Mo' Beta, C Monster, Superfood, Femme Vitale, Serious Energy, and Glorious Morning.

Made from recyclable HDPE plastic, the custom-designed 1.5 liter bottles feature a four-sided wrap label that conveys the health message and the company's Soil to Soul message.