Insider Insight: Greenhouse’s Ryan Klein boosts wellness in convenience channel
Greenhouse, the Canadian beverage manufacturer long recognized for its organic juices and wellness shots, is expanding its functional footprint in the convenience sector with a new line of clean-label protein shakes. The company is banking on the ongoing trend for protein-enriched snacks and beverages, making wellness more accessible by supplying convenience stores and gas stations.
As convenience store operators face shifting consumer demographics and growing demand for health-focused, on-the-go items, the brand’s vice-president of business development, Ryan Klein, spoke with Convenience Store News Canada about how the company plans to drive velocity, capitalize on high-traffic seasons and win over c-store shoppers traditional accustomed to synthetic alternatives.
Targeting a high-protein market trend
Protein-enriched beverages have quickly transitioned from a niche sports nutrition product to a broad consumer requirement. According to Klein, introducing a high-protein offering was the logical next step in Greenhouse's evolution as a functional beverage provider.
"Those traditional [high sugar] protein shakes have traditionally been really a form factor. I think the consumer trusts not to find it in clean-label formats until now. Definitely, protein is everywhere," Klein noted. "It's not only the companies coming up with high protein products, but consumers are gravitating towards them."
To capture this demand, Greenhouse has launched two SKUs in C&G stores: Chocolate and Chocolate Peanut Butter.
"Consumers trust Greenhouse for functional beverages and one of the key functions is protein," Klein explained. "Categorically, wellness shots is something we're really well known for. Protein is another really key pillar, so it bodes well."
Channel strategy: Promotional calendars and merchandising
For convenience operators looking to maximize cooler efficiency, product placement and timing are critical. Functional beverage sales in C-stores historically spike during two specific periods: the January fitness/resolution season and the 100 Days of Summer travel period when vacationing traffic reaches its peak.
To drive trial among shoppers who may be unfamiliar with plant-based, glass-bottled options in the cooler, Greenhouse is focusing on strategic promotional pricing and high-visibility merchandising.
In-store merchandising and pricing strategies
The company is leading with "two-for-introductory pricing” strategies to encourage consumers to sample both launch flavours at an accessible price point.
Greenhouse utilizes point-of-sale assets like wobblers to draw attention to the 20g protein callout. Klein pointed out that major retailers like Circle K are already implementing dedicated high-protein shelf callouts in-store to leverage the trend.
The company is considering cross-merchandising strategy ideas, such as bundling protein shakes with higher-end food items like fresh breakfast sandwiches or cross-promoting them alongside their existing functional shot line.
"In C&G all of our partners have the 100 days of summer and you want to be present and available and on-promo there to drive trials, because that's when foot traffic is at its highest," Klein said. "Buy two for [X]... allows you to try both flavours and get a promotional price there."
Addressing C-store operations: Glass packaging and distribution
While the traditional C-store protein space is dominated by plastic-bottled, high-calorie, artificial choices from legacy beverage giants, Greenhouse is maintaining its core identity by utilizing glass packaging—a strategic move designed to appeal to sustainability-minded shoppers.
Overcoming handling concerns
Retail operators occasionally express concern regarding potential breakage or spatial handling in smaller store footprints. Klein acknowledged the fact, emphasizing that Greenhouse remains committed to being a 99.9% plastic-free and plastic-neutral beverage manufacturer in North America.
"We're proud to be in glass. And we often get found [in stores] like that. So it's not going to be something we're going to change," Klein stated. "I don't think it really limits us in a major way."
Expanding trade presence
Having already established a presence in the channel with its Ginger and Energy wellness shots, Greenhouse is ramping up wholesale and distribution efforts.
The brand is expanding its footprint through distributors like Core-Mark and participating in regional trade events, including the upcoming CCIC event in September.
While digital coupons, regional app exclusives and loyalty point promotions (such as Circle K Inner Circle or 7-Eleven Rewards) are not yet live, Klein confirmed that digital shelf strategy is an area they plan to lean into "imminently."
Driving repeat velocity in 24/7 retail
Converting core C-store shoppers from legacy brands requires a strong mix of trial generation, brand trust and taste performance. Because convenience stores operate around the clock, Greenhouse views its protein lineup as an all-day solution—functioning as an early morning pre-workout fuel, an afternoon snack, or a late-night option when other retail formats are closed.
"There's going to be some conversion required," Klein acknowledged regarding the competition against established legacy brands. "We're going to convert them with our glass packaging, our taste…leaning in with the right promo strategy, the right on-shelf execution—that's so important—will allow us to win."
With product sampling, strategic wholesale distribution and eye-catching cooler presentation, Greenhouse aims to capture a growing slice of the lucrative functional beverage market in C-stores nationwide.
