Coconut water companies are responding to a recent report that the category has gone flat. In short, they aren’t buying it.
The position had been vacant since May, 2013, when John Cochran left the company to become CEO of Ole Smoky Tennessee Moonshine.
After two days of animated and inspirational presentations, Tio Gazpacho, an RTD version of the famous Spanish soup, took two titles: Audience Favorite & winner of New Beverage Showdown 8.
Two common threads link this year’s best: One, brands have maintained a focus on health-driven trends, initiating timely innovation in both formulation and packaging. Two, companies have executed on multi-channel retail and distribution strategies at a time when mainstream consumers become increasingly aware and actively pursue beverages in natural-focused categories.
Bob Groux of Coast Brands will be stepping in to replace former U.S. CEO John Carroll on an interim basis.
Brands create categories. But declining categories can smother brands. That’s what a five-year analysis of topline category data tells us.
Jeff Hansberry, who played a key role in Starbucks’ 2011 acquisition of Evolution Fresh, is now at the helm of the cold-pressed, high pressure processed juice brand.
GoodBelly now sports a tagline of “Drink daily for healthy digestion,” and features fruit images that are more reminiscent of those found on conventional multi-serve juice products.
“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.
“These nutso ideas are what everybody’s looking for right now” Primozich said. “Weirdo ideas like putting soup in a bottle and throwing it in the beverage case.”
The round is the third in the past 18 months for the company, taking the total amount invested in the brand to $45 million.
Last month, New York-based Exotic Superfoods voluntarily recalled its flagship Young Thai Coconut water product, following a visit from the FDA.
The FDA will now require establishments with a foodservice component, including restaurants, grocers and convenience stores, with 20 or more locations to list caloric information on their menus.
Duane Primozich of Boulder Brands Investment Group praised Tumeric Alive’s explicit association with turmeric, considering “the magnitude and potential” for the ingredient.