Kroger “leaning in” on natural, organic beverages
date:Mar 27, 2013
ance our leverage with emerging brands and be more first-to-market with innovation.

On the beverage end, the company has entered an agreement with product incubation company L.A. Libations to act as its category captain for the emerging beverage category.

As such, the group, which does business with a broad swath of emerging brands, from Coke/VEB offerings Zico and Illy to independent players HiBall, Just Chill, and FRS, to its own brand, Aloe Gloe, will be assisting the grocery giant with str
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