Roar Organic expands into key retailers and announces new president

Sept. 12, 2022
Innovator of better-for-you hydration beverages gains momentum heading into Q4, fueled by significant retailer growth and new hires.

Roar Organic, a line of organic beverages offering a blend of vitamins, antioxidants and electrolytes, announced it is heading into Q4 with a number of updates to finish out the year. The brand continues to expand, with its recent national launch into Whole Foods Market, an upcoming launch into 95% of Kroger stores nationwide, increased availability in key retailer Albertsons/Safeway, and a new president, beverage veteran Bill Lange.

In September, Roar will now be available in over 2,000 Kroger stores nationwide in three SKUs. The line of beverages is also expanding into cold cases in select locations of both Kroger and Albertsons/Safeway, launching 12-pack cases in Wegmans and continues to see substantial velocity growth in Whole Foods Market since its Q2 launch.

“Coming off the heels of our successful bi-coastal summer sampling campaign, we are excited to bring more shoppers nationwide our Complete Hydration beverages via continued focused sampling activities through the fall,” Wendy Derbak, director of marketing at Roar Organic, said in the announcement. “This gives us the chance to gain new brand fans while also spreading our reach to loyal ROAR consumers across the country.” 

New President Bill Lange comes to Roar with significant industry experience. Before joining the Roar Organic team, Lange served as general manager of North America at early-stage plant-based milk brand, Sproud. With previous roles in sales and marketing at startup beverage brands, including ZICO, KeVita and Pressed Juicery, and with his position as VP of marketing for Campbell’s C-Fresh division with Bolthouse Farms, Lange has a long history of working with beverage brands looking to scale through creative marketing and aggressive growth strategies in an ever-changing consumer landscape.

“I’m thrilled to bring my experience in the beverage industry as a marketer and leader to help the ROAR team continue to excel across all areas of the business,” Lange said in the announcement. “We have a huge opportunity to bring ROAR to more consumers looking for great taste, but in a better-for-you, multi-function beverage that packs some serious style points as well. With our increased availability, new innovations on the horizon, current team and two new stellar field sales hires, I am confident that we will continue to fuel the brand’s momentum headed into 2023.”

All Roar Organic beverages are USDA Certified Organic, low sugar, low calorie, non-GMO, vegan and keto-friendly.



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