ZEVIA – Natural Diet Soda

This is a significant time in the story of ZEVIA. We launched ZEVIA at a few stores in 2007, began 2008 on about 100 shelves, and now ZEVIA is available at almost 2,000 stores.

Before ZEVIA there was no zero calorie natural soda. My wife (Jessica) used to be a diet cola addict, and I was troubled by her intake of aspartame, the artificial sweetener. Our business partner (Ian) was likewise drinking many cans of diet soda daily.

Jessica and I used to eat pizza at Whole Foods. Whole Foods didn’t sell a zero calorie soda because no healthy one existed, so Jessica would sneak a diet soda in. Jessica, Ian, and I realized that if nobody else was going to create a zero calorie natural soda, then we had to. After we made a prototype can (just a can – before it had any soda in it), Jessica and I put the can on the shelf at Whole Foods in Bellevue, Washington and took photos. We essentially designed ZEVIA for Whole Foods. Late last year, the southeast region of Whole Foods brought ZEVIA in, and the Florida, North Carolina, and Georgia customers loved it.

Based on that success, Whole Foods has decided to deploy ZEVIA nationwide. By the end of April, ZEVIA will be on the shelf at every Whole Foods Market in the country. Whole Foods is the largest natural product retailer in the world, but it prides itself on local service. Accordingly, Whole Foods does very little national roll-outs. Only the most important products are put in every store in the country, and we are very proud that Whole Foods decided ZEVIA should be one of them.

Zevia at Whole Foods, Pasadena, California

The roll-out officially begins April 1st. But we’ve heard from several customers that ZEVIA is already on the shelf at some Whole Foods stores. When you see it, please let us know. Please send us photos of ZEVIA on the shelf, or preferably a picture of you in Whole Foods next to the ZEVIA shelf. Send an email to zevia@zevia.com and tell us where ZEVIA is spotted at Whole Foods!

-Derek

This past weekend ZEVIA participated in VegFest, an annual healthy vegetarian food festival in Seattle. This is one of my favorite events of the year because of how much vegetarians and vegans love ZEVIA. Lots of people tried ZEVIA for the first time, and we were thrilled at how many of them declared that ZEVIA is the best soda they’ve ever tasted. We met several other people who buy ZEVIA by the case at PCC or QFC. I was surprised that the festival goers tended not to request cola, which is by far our best seller. The favorite at VegFest seemed to be our new ZEVIA Natural Ginger Ale.

Zevia Girl and Her Dad

VegFest is fun for the whole family. Kids sampled and loved ZEVIA, especially Natural Orange and our new Natural Black Cherry. A face painter was on hand, and so my 7 year old daughter had a mask and the words “Zevia Girl” painted on her face. Zevia Girl then worked the ZEVIA booth most of Sunday handing out coupons to all the new ZEVIA fans. Zevia Girl was a hit, but ZEVIA itself stole the show.

-Derek

Zevia and Luna Bar Reps

Luna Fest was a gathering featuring a presentation of independent films created by women, for women – all in support of the breast cancer foundation. We were happy to serve ZEVIA to many of our fans there, who enjoyed our drink with a great spread provided by Whole Foods. Jamie and I spoke to a lot of women wanting to “kick the diet soda habit” – and many had already been ZEVIA drinkers who were excited to see the new flavors.

ZEVIA Samples at Luna Fest

The American Cancer Society figures show breast cancer cases have doubled since 1981, the year aspartame was approved for use as a food additive. Many women who are going through treatment for cancer are told to cut out the diet sodas with artificial sweeteners, so we are so happy to introduce ZEVIA to them. We learned that Washington state has the highest occurrence of breast cancer of all 50 states, and that the United States is the country with the highest breast cancer rate. It was a special evening for a great cause – and we were happy to join the Cliff and Luna Bar team in this mission! We will be chilled and enjoyed at other LunaFests across the country and we will let you know when and where those are!

- Jessica

Discovering Zevia at Clarks

This weekend was the big anniversary event at Clark’s Nutrition Natural Foods Market locations in Southern California. Clark’s drew thousands of customers for lots of specials, and we were on hand with samples of ZEVIA.

Clark's Before Noon

Before noon, the shelf was completely stocked with ZEVIA at Clark’s in Loma Linda. The store had just received a shipment of new ZEVIA Natural cola. All flavors were on sale.

Clark's After Noon

By 12 noon, in just a few hours, all ZEVIA was sold out. When we provide samples, customers who try ZEVIA generally always buy it – and this weekend at Clark’s was no exception. Clark’s is going to place a much bigger order.

-Derek

As the new ZEVIA with its updated look and refined taste makes its way into stores, you may be lucky enough to come across discounts on ZEVIA in its former packaging. Take advantage of this. The old ZEVIA is still refreshing and better tasting than any diet soda. Above is a display in Santa Monica, California where old ZEVIA is on sale now for $4.39 a case. Act fast. These cases will be gone by next week.

If new ZEVIA is not available where you normally get ZEVIA, then it will be on shelves by the end of April (depending upon your store and location).

-Derek

We have an exciting weekend coming up at ZEVIA. Spring is in the air, which means that people are ready for a fresh start, and fairs and festivals are popping up. Come visit us at VegFest 2009, this Saturday and Sunday (March 21st and 22nd) from 10 am – 6 pm at Seattle Center’s Exhibition Hall. Tickets are $7 at the door (and Kids under 12 are FREE!). ZEVIA is a sponsor of this great event. There are over 500 different types of free food samples to taste, cooking demonstrations, and doctors and dieticians discussing all kinds of topics for Vegetarian living. We LOVED this event last year because it was welcoming to “experienced vegetarians” as well as those of us just curious of the lifestyle. ZEVIA is such a great fit for the vegetarian lifestyle, especially since our all natural ingredients include the wonderful Stevia herb!

Then on Sunday, ZEVIA will be served at LUNAFEST, supporting the Breast Cancer Fund. LUNAFEST promotes women filmmakers and raises awareness for women’s issues and women’s nonprofit organizations througout the US. We will be at the Lululemon Store at the University Village in Seattle at 6pm, serving ZEVIA to attendees to drink with their Luna Bars!

We would love to see any and all our ZEVIA fans at these events! Mention that you saw this blog entry at these event for a special ZEVIA gift!

Chill & Enjoy!

- Jessica

Most of our distributors have picked up the new ZEVIA with its refreshed look and refined taste. Pictured above is ZEVIA in a Zevia branded barrel cooler in a store in Seattle last week. Watch for the new ZEVIA as it reaches stores, and grab a cold ZEVIA on your way out from the barrel cooler.

-Derek

New Zevia Fan at Frazier Farms

Frazier Farms is an exceptional family owned natural grocery store in San Diego’s north county. Yesterday, Abigail debuted 2009’s ZEVIA, with our two new flavors, refinement of existing flavors, and updated packaging. Abigail reports being “swarmed” by Frazier Farms customers, and all ZEVIA in stock when she arrived was sold within 3 hours of her arrival.

In other San Diego news, customers at Jimbos Naturally (San Diego’s Premier Natural Foods Grocer) have been loving ZEVIA. Since we launched there a year ago, sales have skyrocketed. Now, Jimbos is bringing in our two new flavors: Natural Black Cherry and Natural Ginger Ale. You may wonder how stores add flavors when the shelves are already full. Well, at Jimbos, ZEVIA is going to displace a very well known natural soda brand, which Jimbos is now discontinuing in favor of ZEVIA!

-Derek

Whole Foods Duluth, GA

In mid-April, ZEVIA will be launching nationally in every Whole Foods Market in the country. Meanwhile, we are in a few Whole Foods stores in the southeast.

We were excited to receive the photo above of a ZEVIA “case stack” near the register at the Whole Foods in Duluth, Georgia. A case stack near the register is reserved only for the best selling products in the store. This is such a good sign. We can’t wait for the southeast (and every Whole Foods region) to taste the new ZEVIA, with our refined formula in our package with a nicer “look and feel”. We are so proud to bring you the first (and still only) all natural zero calorie soda. Great taste. Nothing artificial. Pure.

Chill & Enjoy!

-Derek

Abigail, Jes, Derek, Jamie, Jeff at Expo West

There are several things we love to do here at ZEVIA, one of which is get ZEVIA in the hands of people who have been looking for a HEALTHIER, more NATURAL drink – who also crave great taste and flavor. We were able to do a lot of this the Natural Products Expo West this past weekend in Anaheim. More than 53,000 members of the natural products trade were there (including store reps, distributors, buyers and other natural product producers). We got to hear from our store reps – who told us repeatedly how customers are very excited to have ZEVIA on their shelves, and from our distributors and sales force – who are excited to be getting our product out there and seeing great numbers as our orders keep increasing.

I loved seeing Elin from the Seattle and surrounding areas PCC stores and her team, they were one of the first to bring ZEVIA into their stores and have seen our sales growth and seen customers come back for more ZEVIA. I also loved talking with the folks from Down to Earth stores in Hawaii, who have enjoyed bringing ZEVIA to the islanders. Lastly, it was great to meet the various and very excited Whole Food Store grocery teams from all over the US who came just to visit us since we will be arriving at all Whole Foods nationwide in April!

The new packaging and new flavors of Ginger Ale and Black Cherry made quite an impact. Those people who were just being introduced to us, and new to any food product with Stevia, were pleasantly surprised at the great taste and zero calories. Those who came back to visit us from last year’s show were so positive about our new look and improved flavors.

Going to EXPO WEST allows us to get together with so many of our team members who bring ZEVIA to new customers throughout the country. I think we’ve come along way since last years show, when we were a “new item”. We’re even better, and we’re so excited to have touched so many people’s taste buds!

- Jessica