FIJI Water, a brand of Los Angeles-based The Wonderful Company, LLC, announced it will be directly handling its product delivery. The move will result in FIJI Water discontinuing its distribution partnership with Keurig Dr Pepper (KDP), the company says. The new model will focus on delivering a superior experience for retailers and consumers, it adds.
“This change allows us to better serve retail customers and consumers by providing service levels commensurate with FIJI Water’s premium brand,” said Elizabeth Stephenson, president at FIJI Water, in a statement. “FIJI Water will be able to provide a much better in-store experience for our customers, while also being more responsive to consumer demands as e-commerce and omni-channel shopping continue to grow.”
FIJI Water will leverage significant capabilities, including the expertise of more than 300 sales and merchandising team members to improve the in-store consumer experience, it adds.
The transition is set to be completed by Oct. 1.