Greenhouse is getting directly in front of shoppers at Fortinos with dedicated fridge space for its functional use beverages.

Since 2019, Fortinos Supermarket has been a pivotal partner for the cold-pressed juice brand, enticing health-focused customers in the GTA with wellness shots and now a “Shot Spot” concept.

Anthony Green, Greenhouse’s co-founder, tells strategy that the “Shot Spot” initiative started in the spring. Fridge space is at a premium, he explains, but because Greenhouse’s immune-boosting shots have proven to be “very productive,” Fortinos’ category manager wanted to give the brand more real estate.

Greenhouse is merchandised in the produce section, where managers often prioritize fresh, seasonal fruit. However, the grocer noticed “the shots were moving faster than apples,” says Green.

Greenhouse went from being in a few fridges to having its “whole mainstay” merchandised in them. As a result, consumers could access its range of functional use products, energy enhancers, and its natural immune-boosting products like Fiery Ginger (the brand’s number best seller) in one fridge, Green says.

This innovative merchandising concept has led to 118% YOY sales growth and 97% YOY unit growth, as it attracts the banner’s health-conscious shoppers.

The company also recently debuted a line of functional Organic Sparkling Waters, a partnership with Longo’s effervescent team, part of its mission to democratize plant-based nutrition. “In this case, we are providing plant-based probiotics infusion within the sparkling water category,” Green says.

Its suggested retail price of less than $3 makes Organic Sparkling Waters “our least expensive product yet” making it more accessible, while also being better-for-you, with the new SKUs made using real organic fruit juice, botanical extracts, and plant-based probiotics.