Edible Garden Launches VitaminWhey.com E-Commerce Site

Rhea-AI Summary

Edible Garden AG Incorporated (Nasdaq: EDBL) has launched VitaminWhey.com, an e-commerce site for its Vitamin Whey® and Vitamin Way® protein powder lines. This move expands consumer access to their whey and plant protein products nationwide. The site offers various flavors including French Vanilla, Chocolate Dream, and Lucious Strawberry for Vitamin Whey®, and Chocolate and Creamy Vanilla for Vitamin Way® organic protein powders.

CEO Jim Kras emphasized that this launch is a significant step forward for the brands, allowing direct-to-consumer sales of their advanced protein powders. The products are designed to support muscle recovery and overall well-being, featuring exclusive multi-vitamin, high whey protein, and amino acid complex formulas. Edible Garden aims to enhance its 'Flavor Maker' reputation through this product line, developed in partnership with Nutracom.

Positive

• Launch of VitaminWhey.com e-commerce site expands consumer access to Vitamin Whey® and Vitamin Way® protein powders
• Direct-to-consumer sales model may potentially increase profit margins
• Expansion of product offerings may diversify revenue streams
• Existing success of Vitamin Whey at big box retailers suggests potential for e-commerce growth

Negative

• Increased competition in the saturated protein powder market
• Potential for higher marketing and customer acquisition costs in e-commerce

Insights

Market Research Analyst

The launch of VitaminWhey.com represents a strategic move for Edible Garden to expand its direct-to-consumer channel. While this could potentially increase profit margins and customer data collection, the immediate impact on the company's financials is likely to be . The protein powder market is highly competitive, with established players dominating online sales. Edible Garden's success will depend on its ability to differentiate its products and execute effective digital marketing strategies. The company's existing presence in big box retailers provides some brand recognition, but converting this to online sales may be challenging. Investors should monitor key performance indicators such as customer acquisition costs, conversion rates and repeat purchase rates to gauge the e-commerce platform's success. Overall, while this launch is a step towards diversification, it's not likely to be a game-changer for Edible Garden in the short term.

Financial Analyst

From a financial perspective, the launch of VitaminWhey.com is a low-risk, potentially high-reward strategy for Edible Garden. The e-commerce platform allows the company to tap into the growing online supplement market without significant upfront investment. However, the financial impact is likely to be minimal in the near term. Key financial metrics to watch include:

• Revenue growth rate from the new e-commerce channel
• Gross margin improvements due to direct sales
• Marketing expenses as a percentage of e-commerce revenue
• Inventory turnover for the Vitamin Whey product line

Without specific financial projections or initial sales data, it's difficult to quantify the potential impact on Edible Garden's bottom line. Investors should look for updates on e-commerce performance in future earnings reports to assess its contribution to overall growth.

Expands Consumer Access to Vitamin Whey® and Vitamin Way® Product Lines of Whey and Plant Protein Powders

Edible Garden’s Vitamin Whey line of whey and plant protein powders

BELVIDERE, NJ, Aug. 15, 2024 (GLOBE NEWSWIRE) -- Edible Garden AG Incorporated (“Edible Garden” or the “Company”) (Nasdaq: EDBL, EDBLW), a leader in controlled environment agriculture (CEA), locally grown, organic, and sustainable produce and products, today announced the launch of the VitaminWhey.com e-commerce site for the Company’s Vitamin Whey line of whey and plant protein powders under the Vitamin Whey® and Vitamin Way® brands.

Mr. Jim Kras, CEO of Edible Garden, commented, "We are excited to launch our new Vitamin Whey e-commerce site which marks a significant step forward for the brands. This launch enables us to offer our advanced whey and plant protein powder line—crafted to support muscle recovery, daily vitamins and minerals, as well as overall well-being with exceptional taste—directly to customers across the nation. Vitamin Whey, featuring our exclusive multi-vitamin, high whey protein, and amino acid complex formulas, provides outstanding supplementation and recovery benefits at a competitive price. We are confident that the Vitamin Whey® and Vitamin Way® product lines will enhance Edible Garden’s ‘Flavor Maker’ reputation as we continue to innovate and create cutting-edge flavors with our partner, Nutracom. Vitamin Whey already benefits from a heritage of success at big box retailers, and we are confident that the launch of our e-commerce site will further accelerate the brand's growth among consumers, helping us achieve our goal of providing the highest-quality most flavorful alternate proteins on the market.”

"The Company is dedicated to advancing our e-commerce platform, with strong media support as a central component of our strategy to expand the Vitamin Whey product line and strengthen the Edible Garden brand. Customers can now purchase all of our innovative Vitamin Whey® protein powder flavors, including French Vanilla, Chocolate Dream, Lucious Strawberry, Cookies N' Cream, Ice Cream Cake, and Orange Creamsicle, as well as our Vitamin Way® Chocolate and Creamy Vanilla organic protein powders. We are confident that our online platform will enable a broader retail audience to access our Vitamin Whey® and Vitamin Way® brands, driving the growth and expanding the reach of these product lines."

For more information on Vitamin Whey click here.

ABOUT EDIBLE GARDEN®

Edible Garden AG Incorporated is a leader in controlled environment agriculture (CEA), locally grown, organic, and sustainable produce and products backed by Zero-Waste Inspired® next generation farming. Offered at over 5,000 stores in the US, Edible Garden is disrupting the CEA and sustainability technology movement with its safety-in-farming protocols, use of sustainable packaging, patented GreenThumb software and self-watering in-store displays. The Company currently operates its own state-of-the-art greenhouses and processing facilities in Belvidere, New Jersey and Grand Rapids, Michigan, and has a network of contract growers, all strategically located near major markets in the U.S. Its proprietary GreenThumb 2.0 patented (US Nos.: US 11,158,006 B1, US 11,410,249 B2 and US 11,830, 088 B2) software optimizes growing in vertical and traditional greenhouses while seeking to reduce pollution-generating food miles. Its proprietary patented (U.S. Patent No. D1,010,365) Self-watering display is designed to increase plant shelf life and provide an enhanced in-store plant display experience. Edible Garden is also a developer of ingredients and proteins, providing an accessible line of plant and whey protein powders under the Vitamin Way® and Vitamin Whey® brands. In addition, the Company offers a line of sustainable food flavoring products such as Pulp gourmet sauces and chili-based products. For more information on Pulp products go to https://vitaminwhey.com/. For more information on Vitamin Whey products go to https://www.pulpflavors.com/. For more information on Edible Garden go to https://ediblegardenag.com/.

Forward-Looking Statements

This press release contains forward-looking statements, including with respect to the Company’s growth strategies, ability to expand its distribution network and distribution relationships, and performance as a public company. The words “believe,” “expect,” “intend,” “look forward,” “objective,” “plan,” “seek,” “strategy,” “will,” and similar expressions are intended to identify forward-looking statements. These forward-looking statements are subject to a number of risks, uncertainties, and assumptions, including market and other conditions and the Company’s ability to achieve its growth objectives. The Company undertakes no obligation to update any such forward-looking statements after the date hereof to conform to actual results or changes in expectations, except as required by law.

Investor Contacts:
Crescendo Communications, LLC
212-671-1020
EDBL@crescendo-ir.com

Attachment

• Edible Garden’s Vitamin Whey line of whey and plant protein powders

FAQ

What new e-commerce site has Edible Garden (EDBL) launched?

Edible Garden has launched VitaminWhey.com, an e-commerce site for its Vitamin Whey® and Vitamin Way® protein powder product lines.

What products are available on Edible Garden's (EDBL) new VitaminWhey.com site?

The site offers Vitamin Whey® protein powder flavors such as French Vanilla, Chocolate Dream, and Lucious Strawberry, as well as Vitamin Way® organic protein powders in Chocolate and Creamy Vanilla flavors.

How does the launch of VitaminWhey.com benefit Edible Garden (EDBL)?

The e-commerce site allows Edible Garden to sell directly to consumers nationwide, potentially increasing profit margins and expanding the reach of their Vitamin Whey® and Vitamin Way® product lines.

What are the key features of Edible Garden's (EDBL) Vitamin Whey protein powders?

Vitamin Whey protein powders feature exclusive multi-vitamin, high whey protein, and amino acid complex formulas designed to support muscle recovery and overall well-being.