Greenhouse, a brand known for its cold-pressed juices and wellness shots, has entered the RTD smoothie game.
Anthony Green, the co-founder and CEO of the Toronto company, tells strategy that Greenhouse launched its three new flavour SKUs at last weekend’s Canadian Health Food Association conference in Toronto ahead of a nationwide grocery-store rollout.
The new line, which includes Berry Banana, Golden Mango and Sweet Greens flavours, is an update of soft launch of smoothie products by Greenhouse last spring.
“The timing and positioning are deliberate: we’re launching alongside our 100% Canadian organic carrot juice (seven SKUs total — three smoothie flavours in two sizes, plus the large-format carrot),” Green says, adding that the smoothie innovation is a response to demand for Canadian-made alternatives to U.S. brands.
Distribution is leading the charge, Green says, with Metro in Ontario and Quebec showing strong “patriotic category management” by bringing the smoothie lineup into stores this month.
Green says the company is currently focused on “the four Ps” – product, price, place and promotion – ahead of a broader advertising push scheduled for the spring.
“On the promo front, we’re working to drive trial by keeping price points close to parity with U.S. competitors, despite being a more premium organic product,” he says.
Greenhouse is launching with both a 300 ml trial sizes and a 900 ml family size.
As Green explains, the smoothie space has long been dominated by American players, whose products typically contain more sugar than soda.
“Our alternative is organic, Canadian-made, with less than half the sugar, three times the fibre, and most importantly, better taste.”
The company saw an opportunity to disrupt the competition, Green says, and recognized that “consumer tailwinds were clear” for a better-for-you Canadian product and a more sustainable option.
In 2023, Greenhouse became the first brand on Canadian grocery shelves to be certified plastic neutral by rePurpose, a leading plastic action platform.
And last year, Greenhouse activated a ginger shot at Longo’s to tempt the better-for-you set.
