Coconut water companies are responding to a recent report that the category has gone flat. In short, they aren’t buying it.
“In earlier stage companies, there’s a lot of excitement around what we might be creating -- but you have to channel some of that into what the world’s ready for,” said Califia Farms CEO Greg Steltenpohl.
There’s an increasing number of people questioning the whole premise for dairy milk, either because they’ve embraced non-dairy paleo lifestyles, have environmental concerns associated with a dairy-centric agricultural system, or just plain don’t like the taste as much.
Billionaire yogurt maker Hamdi Ulukaya, who started Chobani, announced plans today to "invest in and cultivate emerging food entrepreneurs," according to an announcement from the company.
A look at how the retailer is exploring new ways to execute behind its core competency.
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."
How the sale of 17 percent of Monster to Coke could have gone.
A pair of discussions from BevNET Live's second day underscored that no matter how brilliant a product idea might be, it needs to provide the consumer with a strong experience that will draw them back.
The round is the third in the past 18 months for the company, taking the total amount invested in the brand to $45 million.
Brands create categories. But declining categories can smother brands. That’s what a five-year analysis of topline category data tells us.
Promising brand propositions can fall apart if the flavor isn’t there, while marginally functional products can catch fire behind great taste. Brands will do whatever they can to maintain their flavor advantage (Coke’s secret formula, anyone?) while a switch in sweetener mix can totally undermine a product (Vitaminwater’s recent stevia experiment comes to mind).
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.”
In this video, we examine the unpinning strategies behind new product introductions at the show and the role they play in C-store trends.
For probiotic beverages, rising interest in both gut health and overall natural health have led to increased attention on the tiny bacterial strains embedded within the bottle. Mainstream growth is starting to come, with conventional retailers expanding the presence of brands like GT’s Kombucha, Lifeway Kefir, even newcomers like KeVita Sparkling Probiotic Drink and Goodbelly juices.