Pioneering chia beverage maker Mamma Chia is looking to emphasize diversity and empowerment with a comprehensive rebrand, set to begin rolling out to stores this month. Helmed by creative firm Gestalt Brand Labs, the new look stretches across Mamma Chia’s entire product portfolio.
The small but mighty chia seed has increasingly moved beyond beverages, bars and the bulk bin toward savory snacks and breakfast food as consumers seek added function from everyday foods. But after a temporary boom in attention during the middle of the last decade, under brands like Health Warrior, the Chia Company, and Mamma Chia, the ingredient still hasn’t fully reached the masses.
As the BevNET editorial team prepares to hit the floor at Anaheim Convention Center for Natural Products Expo West 2018, here is an early look at some of the brands that will be showcasing revamped packaging and redesigned labels at this year’s show.
Episode 83 features an interview with Adnan Durrani, the founder and CEO of Saffron Road. We also speak with Neel Premkumar, the founder and CEO of Dyla Brands. And in Elevator Talk, we chat it up with BJ Mccaslin and Jason Trawick, the co-founders of Minute Mixology. This episode is presented by Sovereign Flavors.
Mehmood Khan joins Indigo Ag board of directors; Val Stalowir begins as new CEO of Reed’s following founder’s resignation; Mamma Chia hires new sales SVP; Mark Ellis moves on to next project with Rally; Caribou Coffee announces new CEO and President
Gary Hirshberg, the co-founder and chairman of dairy company Stonyfield Farm and a highly influential figure in the organic food movement, shares war stories ranging from the company’s pastoral beginnings, to its decade-long struggle for financing, and on to its eventual sale, mining them for wisdom that will resonate with any food and beverage professional.
San Francisco-based agency Guru, a purpose-driven creative agency, has been chosen as Agency of Record (AOR) for family-owned and operated dairy Clover Sonoma and organic beverage and family-owned and operated snack company Mamma Chia. Guru will serve as AOR for both companies, with responsibility for delivering creative work in the U.S., spanning brand activation, digital, broadcast and print.
In addition to creating the first-to-market chia beverage in 2009, Mamma Chia also established National Chia Day (March 23) last year. Mamma Chia is commemorating the day this year by donating to a special cause that supports sustainability.
Sparkling Ice maker Talking Rain has announced the hire of Brian Kuz as its new CMO. Kuz’s career spans over 30 years with CPG companies. Kuz was most recently the Global Head of Trade Marketing and Insights at Red Bull GmbH in Austria.
Beginning this week at Mamma Chia is Lance Dermeik, who has come aboard as the company’s new vice president of operations. Dermeik joins Mamma Chia, a maker of chia-based beverages and snacks, after eight years at Hain Celestial as director of contract manufacturing where he oversaw operations on more than 40 contract manufacturers and 15 natural and organic brands.
“At Mamma Chia, we celebrate the Magic of Chia every day and are delighted to see this nutritional powerhouse receive this recognition,” said Janie Hoffman, Mamma Chia founder and chief executive officer.
In a video interview filmed at the 2015 NACS show, Matt Buckley, Mamma Chia’s senior vice president of sales and marketing, discussed the company’s foray into convenience stores, noting that the retailing channel may offer access to millennial consumers.
Mamma Chia’s new Organic Chia & Greens Beverages will be available at select retailers nationally, including Safeway and Whole Foods Markets.
Boasting higher fiber and protein counts than current green beverages on the market, Mamma Chia founder and CEO Janie Hoffman believes that the four-SKU line has the potential to “evolve the greens category in a way that we haven’t seen.”
