Mela Water Soars Into 2023 with National Distribution on The Horizon, Building Off Its Immense Omnichannel Success in the Growing RTD Hydration Category

Share Article

As a finalist in BevNet’s New Beverage Showdown and with new distribution partnerships locked in, the near two-year-old beverage brand is increasing its awareness and going bicoastal, in the New Year

Mela Water’s four refreshing flavors are plant-based, gluten-free and Non-GMO Project Verified, and are available in-store and online, at MelaWater.com and Amazon

“We’re staying steadfast in our core lineup of products and focusing our efforts on new-strategic partnerships throughout the country to reach consumers where and how they’re shopping, every day," shares Dominic Purpura, Founder and CEO of Mela Water

Mela Water, a line of bold, crisp and naturally sweet watermelon water, announces its strides towards nationwide retail expansion as the New Year approaches, thanks in large part to a number of new, high-profile distribution and retail partners and the growing consumer demand for all-natural hydration beverages, building upon its immense success garnered in the two years since launching.

According to recent SPINS data, Mela is a new category leader in the Convenience Channel, with a velocity growth rate of 96.6% higher than the channel average (25.1%). The brand has placed a heavy emphasis in delivering to its home state of California, now in 1,500 stores and counting throughout the state, and has made its way into 3,000 stores across 10 other states across the country, including Arizona, Utah and Hawaii.

As part of its 2023 growth plan, the premier watermelon water will see increased channel variety and availability, thanks in part to recently-solidified partnerships. Additionally, Mela will continue to leverage the strong relationships developed in the convenience store channel as it moves into the new year.

”We knew we had something special, when we launched Mela in 2021, but what we couldn’t anticipate at the time is the fanaticism and straight-up love that fans have for our brand and the lifestyle it lends itself to – where every day includes a little slice of paradise, no matter what’s thrown their way” shares Dominic Purpura, Founder and CEO of Mela Water. “We have so much runway ahead of us, as quality hydration remains in high demand and taste reigns supreme. We’re staying steadfast in our core lineup of products and focusing our efforts on new-strategic partnerships throughout the country to reach consumers where and how they’re shopping, every day.”

Purpura, an experienced CPG leader and entrepreneur, previously with Baja Jerky (now Baja Vida Snacks), recently competed at BevNet Live‘s New Beverage Showdown. Mela Water was one of the six finalists in the Showdown, chosen from hundreds of submissions across the beverage industry.

The emergence of Mela in the hydration category comes as the category itself is booming. Data Bridge Market Research analyzes that the electrolyte hydration drinks market was valued at USD 1.47 billion in 2021 and is expected to reach the value of USD 2.78 billion by 2029, at a CAGR of 8.30% during the forecast period of 2022 to 2029.

Launched in 2021 by Purpura, Mela Water has already made a name for itself in the fast-growing beverage category, offering consumers with refreshing options to hydrate naturally. Mela Water is made with real fruit and no added sugars, harnessing the hydrating power of watermelons, which provide hydration, natural electrolytes and antioxidants. All of Mela Water’s offerings - Original Watermelon, Passionfruit, Pineapple and Ginger - are plant-based, gluten-free and Non-GMO Project Verified.

Mela Water’s expansion across the U.S. follows its impressive Amazon launch, offering its full lineup of refreshing sips. With its initial success, Mela is currently ranked in the top 100 list (#63) in Fruit Juice Beverages, and is consistently ranked in the top-four positions organically for "watermelon water," where it’s currently ranked #10.

Mela Water’s four refreshing flavors are sold in 12-packs of 11.15 oz cans, available via MelaWater.com and Amazon, and continues to expand in the convenience store channel to thousands of small- and large-chain markets, gas stations and liquor stores throughout 10 states, including California, as well as reach new, strategic retail partners nationwide.

To learn more and shop for Mela Water, visit https://melawater.com/.

About Mela Water:

Harnessing the hydrating power of watermelons, Mela Water is a brand of bold, crisp and naturally sweet watermelon water, made with real fruit and no added sugars, for a refreshingly tropical sip anytime, anywhere. Led by a team of experienced CPG trailblazers, Mela sources its watermelons from the world's most exotic locations, extracting straight from the juicy red cores to the can.

Mela Water’s four refreshing flavors – Original Watermelon, Passionfruit, Pineapple and Ginger – are plant-based, gluten-free and Non-GMO Project Verified, and are available in 11.15 oz cans, in 12-packs at a SRP of $33.99 via MelaWater.com and Amazon, shipping nationwide. Individual cans are currently available in more than 1,500 stores in California 3,000 stores nationwide, reaching across 10 states, and quickly growing to more.

###

1. Period Ending 12/04/22 Convenience Channel Performance – 24 WK vs. Prior Period (Total US, Total Product Library, SS Juices - SS Coconut & Plant Water)

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Katie Higman