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Costco isn’t the sort of business to stay complacent. A big reason members are so willing to pay a fee to walk in the door isn’t just to save money on bulk purchases. It’s also a matter of getting access to quality products.<\/p>\n
To that end, Costco’s Kirkland Signature line truly shines.<\/p>\n
Though a lot of people associate the Kirkland Signature name with food and beverage items, the label can be found all over Costco, and on a variety of products.<\/p>\n
“Quality. Reliability. Focus. Costco has strategically approached Kirkland Signature in a way most other retailers have not (or cannot),” retail expert Michael La Kier told Retail Wire.<\/p>\n
Another thing Costco does very well with its Kirkland brand is use it to capitalize on consumer trends. And the company’s latest Kirkland offering does exactly that.<\/p>\n
Costco’s new energy drink is a big hit with members<\/p>\n
Costco isn’t a company to shy away from new products. In fact, the company’s executive team purposely tries to uphold the treasure hunt-style shopping experience for members by frequently bringing new items into the fold.<\/p>\n
In fact, during Costco’s most recent quarter, the company launched about 30 new Kirkland Signature items, as CFO Gary Millerchip confirmed on an earnings call.<\/p>\n
Related: Costco brings back a beloved staple item<\/p>\n
Meanwhile, Costco’s latest offering is none other than Kirkland Signature Sparkling Energy Drinks.<\/p>\n
The new line of beverages comes in a 24-count pack featuring three flavors:<\/p>\n
TropicalOrange\u00a0Peach<\/p>\n
Each 24-pack costs $16.99, dropping the price of each individual can to well under $1.\u00a0<\/p>\n
When you compare that to the popular Celsius brand, which typically prices 12-packs at around $20, Costco’s Kirkland offering looks like a clear winner, Sporked pointed out. This is especially true at a time when so many consumers are feeling squeezed financially and doing what they can to save money.<\/p>\n
Of course, Kirkland Signature Sparkling Energy Drinks, like Celsius, aren’t for the faint of heart. Each can contains a whopping 200 milligrams of caffeine. But so far, Costco members seem happy with the store’s latest addition.<\/p>\n
As one Reddit user wrote, “70 cents a can is amazing compared to buying Celsius or Red Bull at the gas station.”<\/p>\n
“I\u2019ll definitely be buying these as soon as I see them in my area,” another said.<\/p>\n
Costco hops on a trend with its new Kirkland Signature Sparkling Energy Drinks.<\/p>\n
Shutterstock<\/p>\n
Celsius shares tumble on the heels of Costco’s decision<\/p>\n
The reason the Kirkland brand is such a threat to competitors is that it’s not just typically much cheaper \u2014 it’s also considered high-quality.\u00a0<\/p>\n
Not shockingly, shares of Celsius stock fell almost 7% yesterday after Costco’s new Kirkland Signature Sparkling Energy Drinks hit the shelves.<\/p>\n
Of course, no company wants extra competition. But Celsius execs don’t necessarily need to panic.<\/p>\n
“It’s not going to crush the Celsius energy drink empire,” wrote Brian Sozzi, executive editor at Yahoo Finance. “And it borders on silly to have seen Celsius stock drop nearly 7% on Tuesday as pics of these Kirkland drinks flooded X and Instagram feeds.”<\/p>\n
More Retail:<\/p>\n
Costco sees major shift in member behaviorRetail chain shuts all locations as legal changes hit industryCostco makes major investment in online shopping for membersT-Mobile launches free offer for customers after major loss<\/p>\n
As Sozzi pointed out, you have to be a Costco member to even get access to the new Kirkland drinks. That already limits customer exposure to the product.\u00a0<\/p>\n
Secondly, Celsius has many options for scaling up. It can introduce new flavors or change its formula to cater to different dietary needs (for example, add a protein-heavy option to its lineup).<\/p>\n
Still, it just goes to show the power of Costco’s Kirkland Signature line, and why it’s such a strong contributor to the company’s bottom line. <\/p>\n
And as long as the brand maintains its reputation for quality, it has the potential to take sales from competitors, especially when consumers are being financially cautious.<\/p>\n
Maurie Backman owns shares of Costco.<\/p>\n
Related: Costco makes a key investment to help members<\/p>\n
#Costco039s #energy #drink #delights #fans #rattles #competition<\/p>\n","protected":false},"excerpt":{"rendered":"
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