Chestnut Market, VAE to Begin Retail Test Facilitated by WIN

In a retail test facilitated by the BCW’s Westchester Innovation Network (WIN), Chestnut Market will carry VAE’s caffeinated energy spray in 20 of its stores for the product’s retail launch. Chestnut Market, a regional convenience store chain in New York, New Jersey, and Connecticut, will test the product with customers in Westchester County, New York.

The VAE spray, enriched with caffeine and amino acids, delivers 20 mg of caffeine per spray. For reference, three sprays provide the same amount of caffeine as a 5 oz cup of coffee.

“People rely on us when they are on the go, and we sell a lot of caffeinated products,” said Faheem Jamal, director of C-store operations at Chestnut Market. “We’re always trying to stay ahead of the competition by being the first to market with new products for our customers. We believe we’re a perfect fit for VAE.”

VAE launched in 2021 with online sales and two flavors, mint and mango. For the retail launch with Chestnut Market—expected to begin in the fall—VAE will add one new flavor: mocha. The energy spray’s target customers are young urban professionals, fitness enthusiasts and college students, or anyone who needs energy on the go.

One VAE has 36 sprays, which is the equivalent of 12 coffees, and sells for $14.99 at www.vaelabs.com.

“We’re looking to see how our messaging and packaging performs in stores,” said Mohand Khouider, co-founder of VAE. “Part of it is doing some sampling in store to get people’s first reactions and part of it is to launch in the lovely Westchester County, a more relaxed environment than downtown Manhattan. The idea is to have a small test launch before doing a larger, New York City launch where we’re looking to start in select stores.”

The Chestnut Market-VAE Energy collaboration is one of more than a dozen innovator matches facilitated by WIN in 2023. WIN is an initiative of the Business Council of Westchester, whose goal is driving economic development, innovation, and growth in Westchester County.

“We are focused on attracting innovators to collaborate with our members—local companies of all sizes. Our goal is to persuade innovators to grow and stay here in Westchester,” said Marsha Gordon, BCW President and CEO.