Channel Check

SPOTLIGHT CATEGORY

REFRIGERATED TEAS

SOURCE: IRI, a Chicago-based market research firm (@iriworldwide)

52 Weeks through 8/13/17

The refrigerated tea set gives another good look at places where entrepreneurial brands are making inroads into standard category classifications: note the parade of kombucha and probiotic brands, including GTs, Kevita, Health Ade and Humm getting rolled in with the Gold Peaks and Turkey Hills of the world. It might mean that kombucha itself should be a standard category. What do you think?