Superfood beverage brand Blume is headed to Goal. 

The brand, founded in 2017, is thought for its powder drinks, including bestsellers Blue Lavender, Salted Caramel, Matcha Coconut and Reishi Hot Cacao, all $13 for eight single-serve pouches. Each formula is infused with superfood ingredients, like antioxidant-rich blue spirulina, potassium-filled moringa and calming reishi. Now, the Canada-based brand is entering 90 Goal doors along the West Coast with the 4 products which are the most well-liked within the U.S. (in keeping with the brand’s direct-to-consumer data) because it doubles down on its presence within the U.S.

Goal will test the brands in numerous regions “to see how they perform and in the event that they warrant a national or regional expansion and in order that’s the period that we’re in at once,” said Blume cofounder and chief executive officer Karen Danudjaja.

This expansion comes as Goal makes a significant push into wellness, with plans to launch 1,000 recent wellness products in 2024. Much of the retailer’s recent emphasis has been around ingestible supplements with brands like Hum Nutrition, O Positiv and now, Blume, which shall be available within the coffee and tea section of the shop.

“Goal is constructing this incredible wellness curation,” Danudjaja said. “They were constructing this home latte set where there have been coffee alternatives and more matchas and functional ingredients and so it felt like the proper opportunity to fulfill recent customers.”

While the brand is currently available in 4,000 doors across North America, including key Canadian retailers like Loblaws, the brand is popping its focus to the U.S. market. One other initiative includes increased sampling through consumer shows and partnerships with brands like Lululemon, which can have activations at Lululemon races.

“There’s an education piece to learn how to make them and when to make use of them and learn how to use them,” Danudjaja said, adding that education is essential because the brand expands.

Blume has also seen initial success within the U.S. with its launch at Erewhon and smoothie partnership with the grocery store and social media personality Tinx.

Across wellness, functional beverages and food are having a moment. In accordance with a research report from Kerry Group, 65 percent of Americans want more functionality from their food. As well as, functional drinks, just like the TikTok-famous “Sleepy Girl Mocktail,” have gained prominence within the wellness world, while clean coffee and low alternatives have also gained traction.

“Over the previous few years, we’ve really gained confidence within the category. We see coffee alternatives growing. We see superfoods growing,” Danudjaja said. “Consumers predict increasingly from their food.”

Because the functional food and beverage space continues to grow, Danudjaja says flavor shall be a key differentiator, which is why the brand leads with this within the product names.

“Blume’s mission is admittedly about making kinder rituals more accessible,” said Danudjaja, adding that to accumulate customers the flavour needs to be enjoyable. “Our hope is that we are able to bring recent people to the category [and] introduce them to superfoods.”

In accordance with industry sources, the brand’s Goal launch is anticipated to achieve $300,000 in retail sales, while Blume overall is heading in the right direction for its first eight figure 12 months with 30 percent year-over-year growth in 2024.