Erewhon's New Item - Coffee Fruit

A new drink is in town and Erewhon is the first retailer to pick it up! Shaking up the coffee industry, THE OTHER SIDE OF COFFEE is the first and only beverage to use fresh coffee fruit and is starting out with a bang.

THE OTHER SIDE OF COFFEE is a juice drink made from the fruit of the coffee tree. Each can has 30mg caffeine, 20 calories, 3 grams of sugar and is packed with antioxidants. This superfruit tastes similar to a “Snapple” and serves as a healthy alternative to your typical energy drinks.

The First Grocery Chain to Take on Coffee Fruit

Erewhon is the first retail chain to introduce this drink, launching in all 10 locations back in April 2024. Serving as one of the most influential retailers in all of the US, it was no easy feat to hit the shelves. The deciding feature of the drink that gave the ultimate “go ahead” was the supply chain impact the company was doing. Every year, 46 billion pounds of coffee fruit waste accumulate around the globe. It causes carbon emissions, water pollution and a loss of revenue for coffee farmers. To date, THE OTHER SIDE OF COFFEE has upcycled the equivalent of a fully loaded Boeing 747. This impact is a key cause that aligns with the Erewhon values.

Priced at $3.49/can you can find these drinks at all 10 Erewhon locations, located in the cold beverage fridge in either Coffee & Tea or Energy section.  There are three SKU’s available: Berry, Apple or Citrus.

Coffee Fruit Marketing Efforts

Since April, the company has been aggressively marketing their beverage, doing demos at all locations and participating in the July “Valet Program” that Erewhon offers.

CEO and Co-Founder Liz Carufel said:

Our biggest challenge is educating what coffee fruit is. Sampling has been our greatest ally because people have that realization moment and can then fully understand what our mission is.

With only a few months into launch, sales are picking up and brand awareness has been growing….this is the start to a wonderful road ahead.