Fiji Water, a supplier of imported bottled water, is making a change to its distribution network that will result in the brand directly handling more of its own product delivery. Fiji is discontinuing its distribution partnership with Keurig Dr Pepper (KDP) in favor of a new distribution model that “will ensure a focused, superior experience for retailers and consumers,” the company says.
Fiji will continue to work with many of its other distribution partners in non-KDP territories and specialty channels, who “remain closely aligned to Fiji Water’s goals and objectives.”
“This change allows us to better serve retail customers and consumers by providing service levels commensurate with Fiji Water’s premium brand,” said Elizabeth Stephenson, Fiji president. “Fiji Water will be able to provide a much better in-store experience for our customers, while also being more responsive to consumer demands as e-commerce and omni-channel shopping continue to grow.”
As part of the larger Wonderful Co. family Fiji Water will leverage what it says are significant capabilities, including the expertise of more than 300 sales and merchandising team members, to improve the in-store customer and consumer experience. This distribution model change allows Fiji Water to bring Wonderful’s “concierge level” customer service, first honed in the produce category, to customers in the water category.
The transition will be complete by Oct. 1, 2018.