How The Cycle convinced Sprouts to find a place for its menstrual cycle-synced drinks in stores

This spring, hormone-focused beverage line The Cycle landed its first major U.S. grocery chain, debuting as part of Sprouts’ Forager Finds program in late April. 

The Cycle’s ready-to-drink blends are designed to relieve symptoms of women’s hormonal cycles throughout the month. The Period Comfort drink, for example, uses a proprietary base of Himalayan Holy Fruit (known as sea buckthorn), a natural source of Omega-7 and Vitamin C, which help reduce inflammation and can support healthy vaginal tissue. The other SKUs support the pre-period cycle and perimenopause, with the newest product targeting menopause. All four drink recipes are non-sparkling, caffeine-free and contain zero added sugar and no artificial colors, sweeteners or preservatives.

The challenge for the brand is convincing buyers not only to stock its products but also to merchandise them alongside more mainstream beverage brands that cater to function and wellness. The Cycle’s products can potentially fit in many different parts of a store’s departments. For instance, its single-serve cans can be sold in beverage coolers that a chain has built out to house the categories of enhanced waters and functional beverages. The brand also sells four-packs that can be sold in the supplement or wellness aisle, depending on each retailer’s merchandising preference.

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