Crystal Light dives into e-commerce waters

GLENVIEW, Ill. — Crystal Light, a leading beverage mix brand, is launching an e-commerce platform, Shop.CrystalLight.com.

"For years we have heard from some of our most loyal fans that they want easier access to the flavors they love, especially Crystal Light Pure," said Adam Butler, senior brand manager for Crystal Light. "This new e-commerce platform enables us to make a wide variety of unique flavors and varieties readily available to fans anywhere in the country."

Shop.CrystalLight.com will initially offer more than 20 different SKUs from four different platforms, including Base (8 flavors), Pure (5 flavors), Mocktails (5 flavors) and Energy (4 flavors) varieties. The online store will offer a number of products available exclusively at Shop.CrystalLight.com, including Mocktails Peach Bellini and Mocktails Pomtini. The site makes Crystal Light Pure available nationwide. Additional flavors and varieties will be added to the e-store starting in 2014.

The brand is offering free shipping on customers’ first orders. Crystal Light also plans to host seasonal promotions and additional discount deals throughout the year.

The e-commerce site will allow consumers who can’t find specific flavors at their local grocery stores to order them directly from Crystal Light and have them ship directly to their homes — thus opening up a yet unexplored market for the Kraft-owned beverage mix brand.