Watermelon beverage brand What A Melon has secured major new retail listings with Selfridges and healthy Asian chain Itsu, continuing its UK growth.
The deal will see What A Melon available in all Selfridges stores nationwide including the London flagship store and Manchester and Birmingham stores, and across 66 Itsu stores UK-wide with a recommended retail price starting at £2.49.
The new listings cement the brand’s – and watermelon water’s – reputation as the “new coconut water”, after winning the crowdfunder award at Richard Branson’s Virgin Voom competition since launching in May.
What A Melon contains all the health-boosting electrolytes found in coconut water as well as the antioxidant lycopene, and is packed with potassium, making it an extremely effective hydrator and everyday summer thirst quencher. Unlike coconut water, each 330ml pack also contains the amino acid citrulline, which aids in muscle recovery and increased endurance.
The brand has developed a technique to prolong shelf-life to up to six months without compromising the nutrient content, allowing it to position itself as the only long-life watermelon water on the market. This has helped drive down the cost price, making it more accessible and attractive than its rivals for retailers, which use chilled distribution, limiting shelf-life to just 30 days, What A Melon said.
What a Melon co-founder Olly Bolton said: “We are extremely excited to launch What A Melon into Selfridges and Itsu, two huge players in the retail industry. Both retailers share our passion for products that are healthy but don’t compromise on taste. Our aim is to make What A Melon accessible and available to everyone in the UK and beyond, and hope these new listings will strengthen our position in the market and attract other major retailers.”
Itsu’s Alex Young added: “Our ‘eat beautiful’ menu celebrates the amazing flavours of the far east: high in nutrients yet refreshingly low in calories and saturated fat. We are constantly on the lookout for products that complement our menu and fit our ethos of ‘light, green and good for you’. What A Melon is the perfect fit for us and we are really excited to see how it performs in store; so far the response has been extremely positive.”
© FoodBev Media Ltd 2024