Channel Check: What’s Hot and What’s Not

Spotlight Category: Lemonade

Is lemonade the ultimate brand extender? If you’re in the right category, it is. Whether it’s juice or tea, smart teams know that they can get more facings and easy contributions from the category. Take a look at Milo’s, the leading brand in refrigerated tea — its lemonade brand has shown terrific growth in the same neighborhood of the cold set. Meanwhile, in the ambient set, Calypso’s broad varieties continue to drive the brand forward on its own, with no real competition except for established brands like Minute Maid. Remember Snapple Lemonade? Most consumers don’t seem to.