Body Armor, the upstart sports drink brand that hopes to topple Gatorade from its long-held category leadership, may have to face an FTC hearing over its tagline, “Upgrade Your Sports Drink.”
A look at how the retailer is exploring new ways to execute behind its core competency.
Coke today revealed that Joe Tripodi, its Chief Marketing and Commercial Officer, will be succeeded be Marcos De Quinto, who has been President of Coke’s Iberia Business Unit since 2000.
A study recently published in the American Journal of Public Health, summarized by Time, found that daily consumption of carbonated soft drinks can age white blood cells by almost two years.
Even with the presence of major players like Lipton, Nestle, AriZona, and Coke in the category, Talking Rain CEO Kevin Klock said, there was an opportunity to bring in a new, single-serve brand that could add to the company’s volume. “We’re between categories,” Klock told BevNET during a videotaped interview on the floor of NACS. “That’s where the white space is.”
Sap on Tap is a single-ingredient maple water beverage that is USDA Organic certified. The product, much like every other maple water that we’ve tasted to date, is very subtle and has a light maple flavor.
Have you launched or extended a beverage brand in the past year? Take advantage of a one-of-a-kind opportunity to showcase your products to nearly 600 beverage industry professionals — including investors, distributors and retailers — as part of the “Sampling Bar” at our upcoming BevNET Live Winter ’14 event.
Sweeter and denser that the primary line, Ito En’s new Jay Street Extra Rich coffees were formulated to address consumer demand for creamier, thicker option similar to that of the familiar taste and mouthfeel of Starbucks’ Frappuccino products. Packaged in 9.1 oz. bottles, and at 150 calories and no fat, however, Adam Hertel, Ito En’s vice president of sales for grocery and natural, views the drinks to be, like the flagship products, a healthier option for consumers.
BluePrint’s attempt at a seasonal flavor is this product, which is a blend of everything that you’ll find in the flavor name: orange juice, organic cranberry juice, organic apple juice, organic agave, organic ginger and organic cinnamon. Rather than being spicy, we’d describe the flavor as having a “holiday spice” that’s similar to what you’d find in homemade cranberry sauce. However, we’d like the product to be a bit less sweet than it currently is (it has 59g of sugar per bottle).
As various kinds of water innovation continue to surface in the beverage marketplace, broad modifiers are becoming harder to use. “Functional” or “Enhanced” water means a lot of things these days.
Up Mountain Switchel is another rendition of the classic beverage that is the product’s namesake. It blends water, Vermont maple syrup, raw organic apple cider and fresh ginger root into a product that is loaded with flavor. On the outside, it’s hard to miss the 16 oz. mason jar that the company has chosen. Rather than make it look fancy with a custom cap or custom bottle, it seems intentional that it looks like a stock mason jar.
To improve the connection between brands and bloggers, BevNET Live will welcome Max Goldberg, the founder of the organic food blog Living Maxwell, to lead a breakout session on the best way to engage and enlist bloggers as members of your media army.
AriZona’s most intriguing new product was one that the company gave only scant attention at the 2014 NACS show. While the company displayed only a couple prop bottles of “Good Brew,” a lemon-flavored, cane sugar-sweetened tea, packaged in a clear 59 oz. carafe with a teal-colored cap and hipster/throwback label, the multi-serve beverage certainly stood out.
If there’s any company that can credibly market a super-strength cranberry drink, it’s definitely Ocean Spray, which recently launched Pact, a low-calorie beverage that hangs its hat on the benefits of cranberry extract (specifically proanthocyanidins or PACS).
Following the launch of WTR MLN Water comes Tsamma, another watermelon juice product that recently came to market. Marketed as containing 95 percent watermelon juice that is cold-pressed, the beverage also contains white grape and pomegranate juices from concentrate, malic acid (used for tartness) and natural flavors. The juice, however, is not high pressure processed, something that might hamper placement amid a super-premium set that is increasingly embracing the technology.