Approximately eight months after Boulder Brands Investment Group (BIG) acquired a minority stake in the company, Temple Turmeric has followed through on plans to broaden its product offerings with a new mainstream-oriented line of turmeric-infused beverages. Described as “fully-functional thirst-quenchers,” Temple Turmeric Super Lights have been in development since last year, with key input on formulation and packaging coming from Mathis Martines, the senior category manager of innovation and snacks for Kroger. The grocery giant debuted the new products as part of its “Taste of Tomorrow” program, a set of emerging beverages promoted within the grocer’s Fred Meyer and Ralph’s stores.
Temple Turmeric, which underwent a brand revamp in March (having previously operated as Turmeric Alive), launched Super Lights at the end of May with DPI handling distribution of the beverages at Fred Meyer and Ralph’s. Initially available in three varieties, Hibiscus Berry-Ade, Lemon Ginger-Ade and Strawberry Lemon-Ade, the new line contains 7g of the brand’s proprietary Hawaiian Oana Turmeric and has 40 calories per 12 oz. bottle. In a company release, Temple Turmeric noted that Super Lights are made for “heightened refreshment, with organic ingredients like strawberries, tart lemons, and fiery ginger, a symphonic adaptogen that helps maximize the bioavailability of curcumin, the active component in turmeric.”
In terms of funding, the BIG investment played an important role in the development of Super Lights, however it was Martines who provided advice and guidance for the design of the products — inside and outside of the bottle — with an aim of attracting a broader base of consumers compared to those of the brand’s flagship line. Key to the products is an aspect of refreshment that is less pronounced in the primary product line, as well as a lower sugar and calorie content — something achieved by way of stevia, the plant-based zero-calorie sweetener. Packaged in slim 12 oz. plastic bottles, the organic drinks are high pressure processed, Non-GMO Project Verified and have a suggested retail price of $3.99, approximately $1-2 less than other Temple Turmeric beverages.
“Our Super Lights are a completely new twist on our original nourishing turmeric-based Elixirs, offering all the benefits of our Hawaiian OanaTurmeric and a mindfulness around calories and sugar,” Daniel Sullivan, CEO and founder of Temple Turmeric, said in the release. “Each bottle is a celebration of purification, soulful awareness and exceptional health – perfect for enjoyment wherever your wondrous journey takes you.”
While the primary focus of Super Lights was aimed at a deeper brand presence in the conventional grocery channel, the line quickly attracted interest from natural retailers who sought the products for their stores. As a result, Super Lights is now rolling into natural grocers, yet only along the East Coast, maintaining Kroger’s exclusivity for the line in the western half of the U.S.
Notably, Super Lights will not be represented at Whole Foods — at least for now. The natural foods juggernaut has been the primary retailer of Temple Turmeric and a critical partner amid rapid and sustained growth of the brand. However, Temple Turmeric is expected to lean on Whole Foods for new products launched within the brand’s primary line, as seen with the debut of two new “Super Blends” products.