While fitness enthusiasts are off pursuing the physical challenges of CrossFit and Spartan Race which we explored yesterday --elsewhere, technology has allowed a new type of “athlete” to emerge and a new avenue for brands to reach them and their fans.
Ketogenic meal shake startup Bear Squeeze has raised $715,000 in a pre-seed round led by AccelFoods, giving the brand a financial edge as it prepares to launch via ecommerce this spring.
Brands big and small are now finding emerging subcultures to build their beds in. From startup recovery drinks crafting an identity around cult fitness brands to big soda companies focusing in on the emerging gaming community.
After a pilot run in Brazil, PepsiCo’s customizable pod-based beverage format Drinkfinity is now available stateside, launching exclusively through the brand’s website last week.
The Coca-Cola Company came out strong in Q4, reporting 6 percent organic revenue growth following a year of restructuring and cross-category portfolio expansion. The company expects that momentum to carry into 2018.
Five former Monster Energy employees suing the company for sexual harassment and discrimination say they’ve been both heartened and “overwhelmed” by support they’ve received since speaking publicly about their cases last month.
Meal replacement beverage Soylent continues its push from ecommerce to brick-and-mortar retail by partnering with New York distribution house Big Geyser.
The Santa Monica, Calif.-based beverage incubator announced last week a strategic partnership with coffee maker KonaRed to give the brand the weight in the market it needs to grow in an increasingly-crowded category.
The specialty channel still aims to serve consumers looking for distinctive and innovative beverage products, but that category has had outsized growth -- which means its role within the channel’s commercial ecosystem is evolving.
This morning Keurig Green Mountain, a subsidiary of JAB Holding Company, announced a $18.7 billion merger with Dr Pepper Snapple Group. The deal came with a payout for DPS shareholders of $103.75 per share.
Forager CMO Moves to Canvas; Giannella Alvarez Goes to Beanitos; Co-Founder Leaves Distill Ventures; Sol-ti’s O’Donnell Steps Down; Fever Tree Grows Board
Kona Deep, which recently completed a $5.5 million fundraise that will help expand its distribution and production capabilities, is working to educate consumers on how deep ocean water can provide quality hydration from a sustainable source.
After two years with the company, CEO Giannella Alvarez has left Harmless Harvest, the company confirmed this week. An interim CEO is in place but has not been named publicly.
SOM is a sleep-aid dietary supplement sold in 8.1 oz. cans in original and zero sugar varieties. The formula contains magnesium, vitamin B6, l-theanine, gaba, and melatonin to help give consumers a deep, restful slumber.