Béla, the Atlanta-based wellness beverage brand, has launched in Albertsons’ United Supermarkets in Texas and New Mexico, as well as The Better Health Stores in Michigan. Béla will also expand its national presence further with KeHE’s New@KeHE program in August.
“We are really excited to take our first steps towards truly becoming a national brand, and are really grateful to Albertsons’ United and Better Health Stores for giving us the opportunity,” says Atul Agarwal, Béla’s Founder and CEO, adding “Given the challenging environment, we are supporting the roll-out with a sustained marketing and sales activation plan through the year to drive trial and velocity.”
Béla will also launch across multiple states in August through KeHE’s New@KeHE program, involving 5 Distribution Centers — Lehigh Valley, Bloomington, Romeoville, Chino, and Flower Mound.
“KeHE gave us the first breakthrough by approving us for the Innovation Pipeline at their 2020 Summer Show earlier this year, and we want to build a strong partnership with them,” says Atul, adding, “These 5 distribution centers span markets where we have seen the most demand for Béla in our Direct channels, and the New@KeHE program is a great way for us to expand into those markets.”
The company raised a seed round of $515K recently, also adding two senior industry executives as advisors. Atul added, “We will be looking to raise a Series A round over the next 12-18 months as we continue to build our brand, product suite and geographic presence.”
Born out of a personal need of the founder-couple, Béla combines time-tested ingredients like turmeric, tulsi, ginger, and amla with minerals and vitamins in 0 sugar, 0 calorie blends. The combination of ingredients is inspired by holistic mind-and-body wellness, and work to support immunity, promote calming, support energy and optimal hydration.
Launched in 2018 in Atlanta, Béla has been enthusiastically embraced by Atlanta’s yoga and wellness community, and expanded to LifeCafe fast casual restaurants in Life Time’s athletic resort destinations nationwide in 2019. The company embarked on national retail expansion this year, fueled by the success among its core demographic of active women aiming for holistic wellness.