Channel Check

SPOTLIGHT CATEGORY

Refrigerated Vegetable Juice Cocktails

SOURCE: IRI, a Chicago-based market research firm (@iriworldwide)

52 Weeks through 2/21/16

1915

If the eyes are the window to the soul, the refrigerated vegetable juice category is a windsock for the brand tendencies of the healthy consumer. And the breezes are strong – the category is up 20 percent over the past 12 months, and new and more venerable brands are making it happen. There’s a lot of SKU-shuffling from bigger companies like Bolthouse, Naked, and Odwalla, of course, as established varieties are replaced by organic or new products get pushed through the system. But the category, small as it is, also lets you track Evolution Fresh, which is going both up and down as it tries to find SKUs that establish a toehold. A couple of new products to watch are Suja Essentials, which hasn’t yet tracked for a year and is already nearing $6 million, and Bolthouse Farms 1915 – a cold-pressed brand launched under the Bolthouse label that has major shelf-space and pricing advantages because of parent company Campbell Soup. Meanwhile, newer brands like Forager, It Tastes Raaw and Daily Greens are moving through Whole Foods with eyes on the mainstream. Old world and new world are colliding, for sure.

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