LIFEAID Targets Commercial and Convenience Business
“Instead of having a one-size-fits-all approach with 20 different flavor profiles, we did the exact opposite — we created just six unique blends to support different lifestyles, providing targeted nutrition within our market,” Hinde said.
If you're new to LIFEAID, the six different blends include:
- LifeAid for daily health & anti-inflammation
- FitAid for workout recovery
- FocusAid for work/school
- ImmunityAid for a stronger immune system
- PartyAid for party recovery
- GolferAid for optimized golf performance
While ImmunityAid is the company's newest blend, Melehan said he expects it to be their number two or three best-selling drink. Today, FitAid and FocusAid currently rank first and second, according to a company spokesperson.
A Santa Cruz staple, LIFEAID has 67 employees nationwide with more than 30 of those working locally at the Santa Cruz headquarters located on Mission Street. The company sells drinks in 22 different countries.
“We want to really stand true to what Santa Cruz is all about and create clean, functional products for active lifestyles ...With our clean, nutritional blends, we can really have a positive effect on people’s health.” —Aaron Hinde
The Future of LIFEAID
LIFAID is sold at gyms, CrossFit events, natural food & specialty stores, drug & grocery stores, and is branching out to convenience stores. The brand is on its way to selling in all Nob Hill Foods, 11 of 13 Safeway divisions nationwide and approximately 4,300 Walmarts with a grocery component. The co-founders want to expand headcount, dip their toes into convenience store sales and transition from wholesale distribution to direct-store distribution.
The company has a number of goals for 2019. In terms of revenue, the company is growing more than 50 percent per year, on average. Melehan expects an average of 2.5 million cans sold per month this year, up from last year’s 1.75 million sold per month. In the next five years, the company aspires to reach $200 million in sales. While LIFEAID sales were 100 percent e-commerce a few years ago, according to Hinde, 2019 will be the first year that brick-and-mortar exceeds online sales.
LIFEAID currently has seven warehouses nationwide to help handle this growth ...
> > > Above excerpts taken from original article published on Feb. 17, 2019 in the Santa Cruz Sentinel. You can read the full article by intern Elaine Ingalls at SantaCruzSentinel.com.