TODD BERADI, founder, Hiball Energy: The market is finally catching up with us
Hiball Energy - which has a strong presence in the natural channel and a growing presence in conventional grocery - is “growing at close to triple digits”, says Todd Berardi, who launched the brand a decade ago, but saw things really take off in 2012 when he switched from bottles to cans.
“We’re forecasting next year to be even better as our new cold brew coffee line is performing extremely well, and we’ve also picked up some new distribution. We’ve just started with Target and Walmart in tests, which is new for us, and we’re also just starting to get into foodservice, so we have a lot of white space.”
He doesn’t disclose revenues, but the Hiball Energy brand is “worth in the neighborhood of $15-20m in retail sales”, and still only has eight full-time staff, he said. “And miraculously we are profitable, growing rapidly and self-financing that growth sustainably.
“I’d say our core consumer is a little older and a little wiser, more of a label reader; typically aged 25-60, including people that have maybe graduated from Monster and Red Bull and still want energy but are looking for another option.”
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