One year after brand investment firm Factory acquired an equity stake in Roar Organic, the company, under new leadership, is using a redesigned and reformulated RTD line to deepen its presence at natural retailers while it takes on ecommerce with its similarly refreshed powder mixes.
In this roundup of People Moves, Essentia's SVP of sales moves to emerging hemp-infused beverage maker Recess. Meanwhile, ROAR Organics appoints a new VP of sales, while Riff Cold Brewed announces Julie Galbraith as its new CMO.
At the close of a year spent honing its image and messaging, electrolyte infusion beverage maker ROAR Organic is channeling its momentum into the launch of Electrolyte Powder Sticks, a three-SKU line of single-serving mix packets.
ROAR Organic, the USDA Certified Organic electrolyte infusion with antioxidants and B-vitamins, has announced its ‘ROAR Models’ digital campaign. As the brand’s modern spin on the traditional role model, the ‘ROAR Models’ campaign aims to celebrate innovative females who harness their influence to make moves and be heard.
Veteran CPG marketing executive Eric Berniker, who most recently served as CMO of CORE Hydration, has joined organic sports drink maker Roar Beverage Company as its new CMO and its investor AccelFoods as an operating partner.
Venture capital fund AccelFoods announced today it is leading a planned $5.6 million round in Roar Organic. AccelFoods said it has committed $1.25 million, of which $625,000 has already been invested in the better-for-you sports drink. The full round is expected to close in the first week of January.
Roar Organic, a four-SKU line of coconut water-based electrolyte infusions, has found room to develop in the white space between traditional isotonic sports drinks and premium functional drinks, such as alkaline water and kombucha.
Even in an era of craft beverages and high demand for natural products, convenience stores remain a stalwart channel for grab-and-go simplicity. And while sugary sodas and 99-cent iced teas still dominate c-store coolers, premium brands are beginning to make inroads. With the presence of several such companies at NACS 2017, brands that made their name in the natural channel now have the corner shop in their targets.
Though convenience store traffic has dipped in 2017, you couldn’t tell from looking around the packed floor at this year’s National Association of Convenience Stores (NACS) show last week in Chicago. Exhibitors from across the spectrum of food and beverage took over two halls of the McCormick Place for three days, showcasing a range of new products and innovations that will be rolling out to c-store coolers over the next year.
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