FitWhey Signs Retail Agreement with Sprouts

Fitness beverage brand will be sold in 35 Sprouts locations in Arizona via KeHE Distributors.
SCOTTSDALE, Ariz. – December 27, 2017 – BFit Brands continued its aggressive retail strategy for FitWhey, the fitness beverage that combines protein and functional energy, by signing an agreement with Sprouts Farmers Market. Beginning in March 2018, three FitWhey flavors (Grape, Berry and Orange Cream) will be sold at 35 Sprouts stores in Arizona with distribution provided by KeHE.
Headquartered in Phoenix, Arizona, Sprouts specializes in fresh, natural and organic products at prices that appeal to everyday grocery shoppers. The national grocery chain – which features an expansive vitamins and supplements department – operates more than 280 stores in 15 states from coast to coast.
“Part of our marketing strategy with Fitwhey is to continue to build our footprint market of Arizona, so we’re pleased to partner with Sprouts,” said FitWhey’s creator and co-founder Erik Rothchild, a 10-plus year veteran in the beverage business. “Sprouts is an ideal retail partner for FitWhey because of its focus on healthy, natural foods. It is a trendsetter in terms of the natural foods market, and we believe that FitWhey will fit in nicely in that market.”
FitWhey represents a breakthrough in the fitness drink market. It combines 20 grams of whey protein with an energy component in a non-carbonated beverage of 100 calories per bottle. FitWhey is sold in ready-to-drink 16-ounce plastic bottles in five flavors: Grape, Berry, Orange Cream, Lemonade and a new caffeine-free Fruit Punch (for kids and adults who want to avoid caffeine). FitWhey recently announced that it switched to all-natural ingredients with no artificial colors, flavors or sweeteners.
FitWhey is targeted toward health-conscience individuals and fitness enthusiasts. It is ideal for fat-loss programs, exercise programs, weight-training programs, carb-conscience diets, athletic activities, and as part of a healthy, active lifestyle. It is sold at more than 105 QT stores throughout Arizona, as well as Amazon nationwide.
For more information, visit For more information about Sprouts Farmers Market, visit or @sproutsfm on Twitter.