The company’s strategy appears to be very focused on being a product that goes behind the bar. While we have a hard time believing that zeroing in on that portion of the mixer segment is the right approach, what Mixwell has created is unique and enjoyable.
On the surface, the product line seems to be a hybrid of ideas that are currently on the market. Using spring water is one of its bannered points of differentiation, but this seems like something that’s less important than the product’s USDA Organic seal.
La Colombe has extended its lineup with two additional nitrous oxide-enhanced coffee drinks. These products, Triple Draft Latte and Vanilla Draft Latte, along with a third can-based line extension, Pure Black, give the company a well rounded RTD lineup that could certainly go head to head with any brand that’s currently in the space.
As we’ve mentioned many times, there are a lot of cold brew coffees out there and the consumer is faced with an ever increasing number of options. MOJO has attempted to combat that in two ways. First, by offering three varieties in single, rather than multi-serve form. Second, developing a brand that catches the eye and is attractive.
Caliwater, which launched in 2014, is a brand of prickly pear-based beverages that recently introduced new flavors and a new package format.
Ever since Rebbl launched its Super Herbs line, it seems like each new flavor and iteration is taking the brand to higher levels of flavor and polish. The brand's latest flavor, Vanilla Spice Protein, very much continues that trend.
The core concept for Soylent Coffiest is the same as the brand's flagship variety, with a 400-calorie formulation that features a rather stocked nutrition facts panel designed with meal replacement in mind. But what's added in the way of flavor is a huge step forward.
Suja, a leading brand of organic HPP beverages (and part of Coca-Cola’s investment portfolio), is using this product line to expand into one of the more nascent beverage categories: drinking vinegars.
Coco Libre’s Sparkling Organic Coconut Water is an effort to innovate in what has otherwise been a somewhat stagnant coconut water category.
What Metabrew has essentially done is take the concept of Bulletproof coffee (coffee and MCT-rich grass fed butter, in the case of Bulletproof) and turn it into a dairy-free offering with added cacao and stevia.
Greater Than, a coconut water-based sports drink, has been through several iterations since it was launched in 2010. The formulation, packaging and branding have all been changed, which is pretty much par for the course for any product that’s trying to carve out a niche that doesn’t already exist.
Peet’s, which is a premium coffee roaster and retailer that operates several hundred coffee shops and also has wholesale distribution, is joining the ranks of established coffee players that are now taking their flagship brands into the ready to drink cold-brew category.
Chameleon's latest offering, Texas Pecan Coffee, feels like something that’s both a culmination of those efforts as well as a nod to its roots.
While going organic may help Invo stay current and competitive, the market has changed quite a bit. There are more brands competing in the ultra premium coconut water space. And, perhaps more importantly, this segment of the category has eliminated “raw” as an attribute, and there are now a variety of approaches to achieving the level of flavor required to play in this space.
