Having established a level of awareness for the category – one that continues to rise – kombucha and probiotic drink makers are now looking to grow their consumer base beyond the mix of urban millennials and traditional homeopaths that helped put them on the map.
While cold-pressed juice may be slowing down, it is by no means dead, and in many ways it’s experiencing the natural growing pains of any emerging category.
Honest Tea is one of a handful of brands emphasizing kids beverages as a way to attract awareness and trial for the rest of their portfolios.
With U.S. consumers expected to purchase around 821 billion gallons of sparkling water just this year, the likes of Coca-Cola, PepsiCo, Nestlé and other major beverage manufacturers have all taken significant steps to expand and strengthen their respective positions in this high growth category.
Although tea is generally perceived as a better-for-you beverage, millennials are changing the way brands in the category think about innovation.
While diet trends come and go, the rapid rise of the ketogenic diet represents a new variation on the evergreen low-carb approach to nutrition.
In steering their respective brands through the modern marketing landscape, better-for-you sports drinks BodyArmor, an independent brand, and Vitamin Water Active, released by The Coca-Cola Company, are taking two distinct approaches to showcasing athletes as part of their 2018 campaigns.
Representatives from Ugly Drinks, Lion Tea, Rise Brewing Co., Smart Pressed Juice, Mooala, Cannabinoid Creations, FYLO, Limitless Coffee & Tea, Ounce Water, Remedy Organics, Inspired Brews, and Still Thyme Soda all faced off in the competition’s semifinal round, held at Metropolitan West in New York City on Tuesday morning.