CVS Focuses on Better-For-You Beverages

The new pilot program in 450 stores stocks healthier drinks on the shelf and in grab-and-go coolers.

January 20, 2017

WOONSOCKET, R.I. – Last June, CVS Health expanded its healthful food and drink section to 2,900 locations. Now, the drugstore chain has begun testing better-for-you beverages at 450 stores in close to 20 states, Bevnet.com reports. The drinks, like Bai and Vita Coco, will be housed on the shelf and in grab-and-go coolers.

“Inside, the stores look very different from even just a couple of years ago,” said Kate Weiler, co-founder of DRINKMaple, one of the beverages now at some CVS stores. “You can tell when you walk in they’re really making an effort.”

“With the decline of carbonated soft drinks, drug retailers were waiting to see when the right time was to pounce,” said Adam Hertel, senior vice president of grocery sales and alternate channels for ITO EN North America. “It’s finally at a point where they realize the scales are tipping and the risk assessment is a lot safer.”

CVS sells the organic Matcha + Green Tea flavor and organic ginger flavor. Hertel indicated that their teas could expand to 1,000 CVS stores if the pilot program succeeds.

“Their consumer is demanding this,” said Sharelle Klaus, founder and CEO of DRY Sparkling craft soda. “Diet soda is declining significantly and DRY is one of the only sparkling sodas with a low-calorie count out there. We’ve been seeing this for years, but we weren’t sure if the channels would be willing to step up.”

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