For Starters, Mountain Dew Will
The Huffington Post recently profiled Mountain Dew’s diehard consumer base, who don’t appear to be going anywhere amidst widespread declines in U.S. soda consumption. Despite being the third most popular soft drink brand behind Coke and Pepsi, Mountain Dew (which is owned by PepsiCo) still relies heavily on its cult-like following, with 20 percent of its users accounting for 70 percent of its volume sold. Males in their 20s from the South and Midwest make up the brand’s core fan base, though the company’s looking to diversify its demographic, notably through its already proven energy line Mountain Dew Kickstart, which recently added coconut water as an ingredient in two of its flavors.
Small Soda Biz Finds Success in Minnesota
Mountain Dew aren’t the only soda makers surviving the storm. The Star Tribune recently reported on Spring Grove Soda Pop, a small scale Minnesota-based soda company who saw a 45 percent increase in sales in 2014. Even so, in a town of 1,300 a 45 percent bump still only has the company bottling its product “once or twice a week in the winter”, and “three to four days during the summer.” Owner Bob Hansen knows there’s still work to be done. “There are five days in a work week,” he tells the Tribune. “And I think everyone would love to see us bottling all five days.”
Berkeley Dollar Stores Can’t Afford Soda
Dollar Tree discount stores in Berkeley, California will no longer carry soda, thanks to the city’s recent tax on sugary drinks. According to Berkeleyside, bottled water has replaced soda in Dollar Tree fridges, to the delight of some and the dismay of others. In November, 75 percent of Alameda County voters approved the measure to place a 1-cent-per-ounce tax on sugary drinks.
The Battle for San Francisco Rages On
The same day Berkeley passed it’s landmark legislation, voters in San Francisco rejected a similar measure to tax sugary drinks. However the city’s public health officials remain committed to their cause, and according to the San Francisco Examiner, they’ve launched a new ad campaign that reminds of similar efforts taken against cigarettes. The Open Truth campaign, supported in part by Kaiser Permanente, has placed ads on public transportation vehicles and stations throughout the city.
Harvard Study Examines Effects of Soda on Puberty
U.S. News and World Report recently reported on a study conducted at the Harvard School of Public Health, which found that girls who regularly consume sugary drinks may begin puberty earlier than those who do not. In a study that examined 5,600 girls between the ages of nine and fourteen, the researchers concluded that the average age of first menstruation for girls who consumed the most sugary drinks was 12.8 years, compared to 13 years for those drinking the least. Jenny Carwile, a postdoctoral associate at the school, didn’t mince words regarding the implications of the study. “This is one more nail in soda’s coffin” she said.
LifeAID on Pace to Ship 1 Million Cans a Month
Three years after its launch, LifeAID is profitable and on pace to ship one million cans per month. Mercury News profiled the Santa Cruz-based company last week, crediting much of the brand’s recent success to its social media efforts and ties to the exploding CrossFit industry. Company co-founder Orion Melehan says 2,500 LifeAID mini-fridges have landed at Crossfit gyms, getting the word out on the blue agave-sweetened “synergy” beverages. The company is reporting a 10-fold increase in sales for 2014.
Organic Avenue Lays of 38 Employees
New York juice company Organic Avenue has laid off 38 employees at its Queens facility, according to Crain’s New York. Additionally, since August the company has closed two of its locations. Crain’s sources told the publication that the 15-year-old company is suffering amongst the rise of competitors in the category like Juice Generation, Juice Press and Liquiteria. Organic Avenue was purchased by private equity firm Weld North in 2013.