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SCS Direct partners with Planet Fuel to foray into beverage market

Published 22 March 2017

Consumer products company SCS Direct has formed a partnership with Fairfield-based Planet Fuel to gain entry into food and beverage category in the US.

Planet Fuel is claimed to be making naturally healthy beverage that target the teen demographic.

The concept for Planet Fuel beverages was created by Amy Barnouw, who is also the CEO of the company, after finding a gap in the crowded food and beverage market that offers teens with unhealthy products.

Containing artificial ingredients and stimulants, the beverage space for this demographic consists of products that are positioned as ‘cool’ and ‘hip for teens, such as soda and sports drinks.

The company said that the healthy juices are typically targeted towards younger children, leaving the teen consumer with beverage options that are not designed for their unique wants and values.

Unlike its competitors, Planet Fuel beverages have organic juices and a splash of water to bring down the sugar content without sacrificing on taste. There are also no added refine sugars, preservatives or artificial sweeteners.

For SCS Direct, making an entry into the food and beverage industry is outside of its realm, but says that it was attracted to the Planet Fuel because of its emphasis on providing organic and healthy products to its customers.

SCS Direct owner Howard Greenspan said: "The Barnouw's passion for Planet Fuel is infectious.

"Planet Fuel is well positioned for long term sustainable growth in the food and beverage arena. With the company's established presence in Connecticut school systems and strong enthusiasm for environmental change, it was the perfect fit for SCS Direct's entry into this robust industry."

Planet Fuel's president and CEO Amy Barnouw said: "We are thrilled to join forces with SCS Direct as we strengthen and expand the Planet Fuel brand.

"Building on their tremendous success in the consumer toy, housewares and outdoor living space, we look forward to leveraging this partnership to grow Planet Fuel into a household name."

Image: SCS Direct and Planet Fuel partnership for product distribution. Photo: Courtesy of PRNewsFoto/SCS Direct Inc.