As demand for healthier kids’ drinks continues to rise, over the past year a number of high-profile brands, including Vita Coco and Honest Tea, have entered or extended their presence in the kids’ beverage category. And last April, the Coca-Cola Co., amid increased pull for better-for-you kids’ drinks and super-premium juice, added a children’s line to its Odwalla brand.
While Green Mustache, a new line of organic, fruit and vegetable juice smoothies designed for children, most certainly does not have the name recognition of Odwalla, nor the massive distribution clout of Coke, founder VanTrang Manges is aiming to find success and differentiation via the use of a number of on-trend ingredients, including kale and chia, in her products.
Manges first introduced Green Mustache in June as a participant in BevNET Live’s New Beverage Showdown 5. The brand, which had been in development over the last year and a half, was based on Manges’ desire to offer her now 5 year-old daughter a healthier beverage option. The products come in four varieties, each formulated with ground chia and a blend of organic fruit and vegetable purees and juices. Green Mustache retails for $4.99 per 10 oz. bottle and having recently completed its first production run, the company will begin distribution in the New York metro market in the coming weeks.
In this video filmed at Green Mustache’s booth at Expo East, Manges spoke with BevNET staff writer Max Rothman about the launch of the brand and initial reception for the products. Manges also discussed the challenges associated with her foray into the beverage industry, and navigating the complexities of manufacturing as well as sales and marketing.
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