PlantX Life Inc. (CSE:VEGA) has announced a new partnership with Dream Pops as the latest marketing tenant at its multi-brand pop-up retail initiative, the Vegan Popup by XMarket.
Located in PlantX’s retail store in Venice Beach, California, the pop-up was launched in April after a successful pilot tenancy program promoting PlantX partner brands.
Dream Pops is a leading frozen novelty company that manufactures plant-based, low-calorie pops and bites.
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The brand will receive prime placement throughout the store and in all other PlantX locations, and Dream Pops products will also be included in sampling sessions to be handed out to customers.
Brands pay PlantX for the opportunity to test their products in a retail environment and enhance their brand awareness by hosting interactive community-building events.
“Summer is here and we could not think of a better brand to bring into our Pop-up Initiative than Dream Pops,” said PlantX CEO Lorne Rapkin.
The CEO told shareholders that the group is excited to use the pop-up initiative to “forge meaningful connections” with other plant-based brands that have a similar ethos.
“Dream Pops brings a unique twist to American cult classic treats by re-imagining them with clean and better-for-you, plant-based ingredients. By hosting them in our Pop-up Initiative, we are happy to bring people a healthier, more ethical way to cool off at the beach,” he added,
PlantX said it has also partnered with local artists Michael Marston and Patrick Brunt to design a Dream Pops-themed dreamscapes mural that will be painted by another local artist to cover the exterior of the pop-up store. The pair create murals and living walls that incorporate growing plants.
“It’s a natural fit. We’ve long been fans of Michael and Patrick’s work, and are thrilled to incorporate it into the PlantX Pop-up space this summer,” said PlantX founder, Sean Dollinger.
Dream Pops will be part of the pop-up in Venice Beach between July 1 and August 31.
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