Discount stores in today’s economy are a hot trend for consumers. The bottom line is that people still have basic needs, but also still like to buy things they don’t really need; that’s just the nature of our society. Any expansion of a business model that can incorporate products being placed in these stores is probably a wise one given the ever-growing popularity of those businesses.

Bala Cynwyd, Pennsylvania-based Skinny Nutritional Corp, the makers of zero-calorie enhanced water, Skinny Water®, has seen its beverages ramp up shelf space of convenience and grocery stores across the U.S. on a regular basis throughout 2011. Yesterday, a new agreement was signed with Five Below stores which will allow Skinny Nutritional to exploit the growth and popularity of discount stores and bring the total number of locations that Skinny Water is now available in over 7,200 retail locations nationwide.

Philadephia-based Five Below is a leading retailer of trend-right, extreme-value merchandise to the teen and pre-teen market. In business since 2002, the chain has grown to 142 stores in Pennsylvania, New Jersey, New York, Delaware, Maryland, Virginia, West Virginia, North Carolina, Ohio, Massachusetts, Connecticut, Rhode Island and New Hampshire. Five Below’s stocks a wide assortment of merchandise from trend-right fashion accessories to the latest DVDs and iPod accessories and still keeps the price for each item between $1 and $5.

Per the new agreement, Skinny Water® is available at all 142 current Five Below locations and will also be available in new stores as Five Below plans to continue opening more locations throughout 2011. This latest expansion follows on the heels of new placements in 2011 including 258 Safeway stores in the Pacific Northwest , 185 Safeway stores in Northern California, 30 Genuardi’s stores in Pennsylvania and 357 Vons and Pavilions store locations in Southern California.

Commenting on the new relationship, Joseph Gisondi, VP of National Retail Sales for Skinny Water, commented, “All Five Below locations in the Northeast, Mid-Atlantic and Midwest states will be our first venture into this channel of business. We are excited to add Five Below to our list of Skinny Water retail chain authorizations. Skinny Water will be included in the cooler section at all locations to help satisfy their consumers’ thirst with a Great-tasting zero-calorie, zero-sugar and zero-sodium beverage. We, at Skinny Water, believe that this is just the beginning of a wonderful partnership that will help Five Below consumers across the region, to live a healthier lifestyle.”

More information on Skinny Nutritional and its products is available at