Cizzle Brands Corporation (CBOE: CZZL) has secured an agreement with Canadian grocery chain Metro Inc to stock its flagship CWENCH Hydration drink in supermarkets operating under the Metro banner.
The deal represents Cizzle’s foray into the mainstream consumer market and is expected to complement sales of CWENCH within the specialty athletic and fitness-related markets.
It will result in CWENCH Hydration being sold in more than 1300 locations across Canada, the US and Europe.
Training and marketing
Under the initial stage of the Metro agreement, CWENCH Hydration mix packets will be available in the pharmacy section of 47 Metro supermarkets by the end of January.
Cizzle’s team will work with Metro to provide training resources and materials for its employees to improve conversion rates.
Cizzle will also provide ancillary marketing support to promote awareness of CWENCH Hydration’s availability in Metro supermarkets.
Metro currently operates 995 stores in Ontario and Quebec under banners including Metro, Metro Plus, Food Basics and Super C.
Mainstream adoption
Cizzle chairman John Celenza said the Metro deal would help bolster the mainstream adoption of CWENCH Hydration products.
“Metro is one of most recognised names in Canada’s grocery category and we are very
pleased that our product will be stocked in its Ontario stores so soon after we launched the brand in May,” he said.
“Our objective is to turn CWENCH Hydration into a household name that is recognised as a better hydration option for athletes of all ages, and we believe that availability at Metro supermarkets will be a key step towards achieving that.”
In-demand product
This week, Cizzle reported sales of over 1 million ready-to-drink units of its flagship CWENCH Hydration brand since May, generating approximately $4.9 million with a 62% gross margin.
“In less than 12 months, we have taken CWENCH from a concept to an in-demand tangible product with a multi-million dollar sales pipeline and a listing on a Tier 1 stock exchange,” Mr Celenza said.
“We expect 2025 to be a tremendous year in which we continue to drive growth and momentum while providing a better hydration option for athletes and health-conscious consumers of all ages.”