Natural Grocers Tease Four 'Unique' Private Brand Beverage Flavors
Following a busy first quarter at Natural Grocers that included a robust expansion of its private label assortment, the company kicked off the second quarter with the addition of several “unique flavors” to its beverage mix.
In an April 1 press release, the Lakewood, Colo.-based grocer raised the curtain on four new flavors to its selection of spritzers: onion water, roasted chicken water, clam water, and mac & cheese fizz water. According to the retailer, the new products will be sold under the Natural Grocers brand.
"We're excited to bring these unforgettable flavors to our customers," said an unidentified Natural Grocers spokesperson. "Trends may come and go, but water is timeless. And a little-known fact: sparkling water was first created in 1767 by Joseph Priestley, an English scientist who discovered how to infuse water with carbon dioxide while living near a brewery. He was also a philosopher and a clergyman—basically, the perfect recipe for someone who would also be really into bubbles, onions, chickens, clams, and mac & cheese.”
The spokesperson continued, "You don't need to be a philosopher, clergyman, or scientist to enjoy our new sparkling beverages—just a taste for the finer, more savory things in life."
The new “quirky” flavors are said to be available in Always Affordable 12 ounce cans, available individually for $1.49 or in 6-packs ($8.49) made from recyclable cardboard. It’s noteworthy that the clam water carries the USDA Organic label.
But alas (and thankfully!), the aforementioned new flavors are nothing more than the focal point of an April Fools' prank.
For those seeking actual healthy beverages and tasty flavors, Natural Grocers offers a broad selection including organic coconut water, organic raw kombucha, organic raw tepache, organic sparkling probiotic water, and organic sparkling tea.
Additionally, {N}power members can get one free Natural Grocers Brand single-serve beverage at checkout, April 1-4, 2025. A coupon can be clipped from the mobile app or online dashboard.
Since the start of 2025, the grocer has launched numerous private label products. They include soup, cleaners, pasta and sauces, coffee, beverages, and seafood.
