DeCicco confirmed to BevNET that he has taken the role at the leading U.S. yerba mate maker, which has been focused on growing its East Coast presence about a year after rebranding the business from its former identity, Guayakí.
About 10 months ago, North American yerba mate pioneer Guayakí unveiled a major name change after 30 years in business, rebranding its entire portfolio to become Yerba Madre. Today, the company’s leaders say they couldn’t be happier with the results.
From on-trend seasonal flavors to an unsweetened Regenerative Organic Certified SKU to its first-ever retailer exclusives, Yerba Madre is looking to break through everywhere this year.
Emerging iced tea brands showed off convenience-oriented flavors and packaging innovations as they expand and modernize the c-store set.
This week’s new product gallery features a first look at new RTDs from supplement makers Huel and RAW Nutrition, hop beverage maker Hoplark’s take on soda, and a sweet & sour collab from Trolli and Mountain Dew.
For its first release since changing its name from Guayaki in May, yerba mate specialist Yerba Madre is embracing fresh, fruit-forward summer vibes – while teasing a new seasonal flavor strategy.
New York-based startup Pablo’s Mate is cultivating community with soccer fans, including calling together independent bodegas from across the five boroughs for a little seven-on-seven at Brooklyn’s McCarren Park this Saturday, July 12.
