Atlanta-based marrō has secured distribution in approximately 50 Northern California stores across three Raley's Family of Fine Stores banners — Raley's, Nob Hill Foods and Bel Air Markets — marking the wellness beverage brand's most significant retail footprint to date. All three marrō flavors are available in the Get Curious discovery section through Nov. 3, with in-store sales performance determining whether the line earns a permanent spot on the shelf.
The product retails at $5.99 per 12 oz can and is also available for pickup and delivery via raleys.com and the Raley's mobile app. Each can carries 12 grams of non-dairy protein, collagen, essential amino acids, electrolytes and vitamin B12, at zero sugar and 60 calories. The line spans three SKUs: Blueberry Lemonade, Peach Mango and Blackberry Lime.
The Program's Stakes
Get Curious operates as a structured trial mechanism: Raley's curates a rotating set of emerging better-for-you brands into a dedicated in-store section, using the promotional window to gauge consumer pull before committing to a permanent reset. For early-stage brands, the program functions as both a sales channel and a buyer audition — a structure increasingly common among regional grocers looking to de-risk innovation purchasing while still signaling credibility to wellness-oriented shoppers.
For marrō, a family-owned brand competing in a functional beverage category crowded with protein waters, collagen shots and traditional bone broth formats, the trial window carries real commercial consequence. "Getting it into shoppers' hands is everything, because once people taste it, it stops being a someday wellness habit and becomes an everyday one," said Nick Foreste, Founder and CEO of marrō.
Category Positioning
The sparkling bone broth segment occupies a narrow but growing niche within the broader functional non-alcoholic beverage market. Traditional bone broth has long held shelf space in the refrigerated soup aisle; the carbonated, ambient-ready format that marrō is advancing attempts to reposition the ingredient as a grab-and-go alternative to protein shakes and enhanced waters — a crossover play between the $2.0 billion U.S. bone broth market and the fast-expanding functional beverage aisle.
Taylor Foxman, Founder and CEO of The Industry Collective, which is supporting the brand's retail push, described the Northern California placement as a natural fit. "Functional beverage is crowded, but marrō is genuinely doing something nobody else is: turning bone broth into a drink people actually crave," Foxman said. "Raley's has built Get Curious to put the most innovative brands directly in front of engaged, wellness-minded shoppers."
For trade buyers and foodservice distributors tracking functional beverage velocity, the Get Curious window provides a near-term read on whether ambient, carbonated bone broth can generate the repeat purchase rate that justifies a mainline shelf set. The outcome at Raley's banners is likely to influence marrō's pitch to other regional grocers. For broader context on emerging functional beverage formats gaining grocery traction, see our coverage of better-for-you beverage trends and emerging brands in retail distribution.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
