EXCLUSIVE: Blume to Launch at Target With Focus on U.S. Expansion

Superfood beverage brand Blume is headed to Target.

The brand, founded in 2017, is known 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 Target doors along the West Coast with the four products that are the most popular in the U.S. (according to the brand’s direct-to-consumer data) as it doubles down on its presence in the U.S.

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Target will test the brands in different regions “to see how they perform and if they warrant a national or regional expansion and so that’s the period that we’re in right now,” said Blume cofounder and chief executive officer Karen Danudjaja.

This expansion comes as Target makes a major push into wellness, with plans to launch 1,000 new 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 will be available in the coffee and tea section of the store.

“Target is building this incredible wellness curation,” Danudjaja said. “They were building this home latte set where there were coffee alternatives and more matchas and functional ingredients and so it felt like the perfect opportunity to meet new customers.”

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

“There is an education piece to how to make them and when to use them and how to use them,” Danudjaja said, adding that education is key as the brand expands.

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

Across wellness, functional beverages and food are having a moment. According to a research report from Kerry Group, 65 percent of Americans want more functionality from their food. In addition, functional drinks, like the TikTok-famous “Sleepy Girl Mocktail,” have gained prominence in the wellness world, while clean coffee and coffee alternatives have also gained traction.

“Over the last few years, we’ve really gained confidence in the category. We see coffee alternatives growing. We see superfoods growing,” Danudjaja said. “Consumers are expecting more and more from their food.”

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

“Blume’s mission is really about making kinder rituals more accessible,” said Danudjaja, adding that to acquire customers the flavor has to be enjoyable. “Our hope is that we can bring new people to the category [and] introduce them to superfoods.”

According to industry sources, the brand’s Target launch is expected to reach $300,000 in retail sales, while Blume overall is on track for its first eight figure year with 30 percent year-over-year growth in 2024.