AUSTIN, TX (April 13, 2015) — Four years ago, the founders of Chameleon Cold-Brew walked into The Whip In, a neighborhood bar/convenience store/Indian café, in South Austin and sold in the first order of their handcrafted cold-brew. Then came a few more local bodegas and natural food retailers in their hometown, as well as one of Austin’s most famous corporate residents, Whole Foods Market. Fast forward a few years and the company’s award-winning cold-brew can now be found in nearly all 50 states, courtesy of significantly expanded distributor partnerships and new retail relationships.
“It’s been quite the ride,” said Chris Campbell, Chameleon’s co-founder and CEO. “We knew we had a good product when we first brewed it, but we honestly could never have imagined this pace of growth. The reception Chameleon has received from customers and consumers alike has been tremendous.”
Chameleon Cold-Brew’s national footprint is primarily being driven by new distribution over the last several months with:
Retailers: 520 SuperTargets and select Target outlets in the Midwest and Western regions of the U.S.; Meijer, Dierberg’s and Sheetz; online grocery delivery service Fresh Direct in the Northeast
Distributors: All UNFI warehouses, Bayside, LA Distributors and R&K
“These new distributor and retail relationships offer us a tremendous growth opportunity,” said Campbell. “We are pretty selective about choosing the right partners and feel all of these relationships align well with Chameleon’s brand, culture and values. We hear all the time from cold-brew fans in other parts of the country who are frustrated that they can’t find Chameleon where they live – well, these new distributor partnerships are going to help close those geographic gaps and make a lot of people very happy.”
In addition to increased distribution, Chameleon also launched three new products last month. Espresso, Chicory and Mexican cold-brew coffee flavors joined Chameleon’s existing line of 10 oz. ready-to-drink products in early March. The new products are sold exclusively at Whole Foods Market and are already performing very well, said Campbell.
According to Beverage Marketing Corporation, the volume of ready-to-drink (RTD) coffee products surged by 10.7 percent in 2014. Chameleon Cold-Brew is far outpacing this category growth and is on pace to deliver triple digit gains again this year.
About Chameleon Cold-Brew
Chameleon Cold-Brew was born in 2010 in Austin, TX, when its co-founders experimented for months until they felt they had brewed the perfect cup of coffee. Chameleon Cold-Brew® is a revolutionary way to drink and enjoy coffee. It’s brewed at carefully controlled temperatures for over 16 hours, using only filtered Texas Hill Country water. The result is a super smooth, less acidic, highly caffeinated coffee, which can be enjoyed hot or cold. Chameleon is committed to operating as a socially-responsible company and uses only 100% organic, fair trade certified Arabica coffee and filtered water. Available in the refrigerated section in 10, 16 and 32 oz recyclable glass bottles, Chameleon Cold-Brew is Coffee, Evolved.