Also it would probably be wasteful for them to go wild with advertising when the product isn't yet available. Yeah, there's Amazon, but for non-prime users, the shipping cost is VERY expensive, and a whole case is a lot to buy if you just want to find out if you like it.

I see the Amazon sales as primarily being used to prove that there's an interest in the product and to get some comments and ratings that can be used to impress distributors. People are far more likely to buy the product if they can walk into a grocery store and grab it, so it might be best that they focus on local advertising for now. It probably isn't worth it for them to spend too much money on internet advertising.

...yet.