What a difference a year makes. Yes, most of the big beverage players were present at the 2013 NACS (National Association of Convenience Stores) Show; The Coca-Cola Co., PepsiCo, Dr Pepper Snapple, Red Bull and Monster Energy all featured the usual mega booths that attendees are used to seeing at the event. But unlike years past, the NACS show in Atlanta was notable for what it was missing: many of the natural and functional brands that we saw in 2012.
Although the use of HPP has been limited to a handful of beverages in the juice and coconut water categories, the processing method — which uses pressure instead of heat to make a raw product safe to consume — has for the first time been employed in a tea drink. And, unsurprisingly, it’s the restless folks at Harmless Harvest, which helped pioneer the use of HPP in beverages, who are behind it.
Profitable and continuing to evolve, Zola’s restaged “Fruits of the World” platform and rapid ascension as a player in the coconut water category have positioned the company for sustained growth in both natural and mainstream retail channels. With the pieces in place, founder Chris Cuvelier and his team are pressing forward — and not looking back.
Yes, the rollout of Body Armor has featured some missteps; yes, people have noticed. But founder Lance Collins, as grizzled a beverage veteran as any, is determined to achieve success with his multi-function, “superdrink” brand. But the current ultra-competitive pricing environment for beverages, in which new products face off against highly promoted brands made by bigger companies, has made that road tougher than ever, Collins said.
With significant retail placement in hand, Golazo is now looking to expand awareness and trial of its products through unique interactions aimed at consumers whose interests are aligned with that of the brand.
Certainly, the direct-to-consumer delivery model has been a key launching pad for marketers of raw juice products, particularly through the sale of packaged juice cleanse programs. Recently, however, a growing number of companies are attempting to enhance brand awareness while meeting growing demand and interest in raw juice via the construction of retail storefronts. San Francisco-based Project Juice is one such company.
Did you or your company launch a new beverage (for you or a client) in the past year? Or perhaps you just revamped one? Either way, it’s time to enter your product into BevNET’s Best of 2013 Awards, which will be announced at BevNET Live Winter 13. In addition, all applicants are eligible to receive a listing in BevNET’s “New Beverage Guide,” which is sent to the 19,000 BevNET Magazine subscribers and 100,000 monthly readers of BevNET.com. Sign up now as time is running out!
In this video, BevNET CEO John Craven and Editor-in-Chief Jeff Klineman examine the impact of Expo East for small and emerging brands and how new companies have used innovation to differentiate themselves and, in the process, altered the trajectory of natural beverage categories.
Indeed, cold-pressed, super-premium juices, the majority of which are sold by natural retailers, have attracted a tremendous amount of attention and enthusiasm, and sustained growth appears to be a forgone conclusion. However, a deeper examination of the category reveals a potentially challenging path for new brands.
As natural and organic beverages continue to gain traction among greater numbers of mainstream consumers, Purity Organic has over the past year positioned itself to take advantage of that momentum through a path carved by innovation.
The market for super-premium coffee is rapidly expanding, and over the past two years, Stumptown Coffee Roasters has been laying the foundation to be a primary player in the category often referred to as “third wave coffee.”