The Ginger People Announce Shots, Turmeric Line

The Ginger People family is growing.

The company, which markets a variety of ginger-based consumer packaged goods, announced it will add new turmeric-based variations of several existing products — including beverages, candies and sauces — next year. The products will all premiere next spring at Natural Products Expo West 2018, alongside a new line of ginger shots.

Speaking to BevNET, Ginger People co-founder Abbie Leeson said turmeric, a plant in the ginger family, presents an on-brand expansion for the company. Leeson estimated about 10 new turmeric SKUs would roll out over the next 12 to 18 months.

Utilizing a large species of the plant known as java turmeric, the products will emphasize the root’s functional benefits including improved digestion and liver detox.

“We’re all looking for something that is closer to the Earth,” Leeson said. “We want to treat different illnesses and I believe that turmeric is something that people believe in.”

Among the new products are a turmeric-based version of the brand’s Ginger Soother elixir beverage and a new dry powder turmeric latte mix.

Turmeric will also be one of the flavor offerings for Ginger People’s new line of shots. According to Leeson, the impetus for the shots line came after the company found that consumers were often drinking the brand’s organic Ginger Juice, which is intended for cooking, by itself. For Ginger People, which does much of its business as an ingredients supplier, selling its own shots was a logical next step.

“What we wanted to do [with Ginger Juice] was create an alternative to fresh ginger for cooking, and that was before this whole health shot thing went crazy — it didn’t exist,” Leeson said. “Our vision in the beginning was a cooking condiment, and now it’s changed over the years and it’s accelerating. People want health shots.”

The line, packaged in 2 oz. bottles, come in three flavors including ginger with turmeric, coconut and black pepper. Final pricing is not set, but Leeson said the suggested retail price would be competitive compared to similar products. In addition to selling individual shots, the company will also offer a multi-pack “Seven Day Shots” format.

Following Expo West, the products will launch nationwide in the natural channel in the U.S. as well as Scandinavia.

“Ginger shots are at the front of the supermarket in Scandinavia — Denmark, Finland, Norway, Sweden,” Leeson said. “And not just in your Sprouts, they’re in Safeways.”

In the U.S., Leeson noted that The Ginger People will be on the front end of the emerging shot category, but admitted that the company is slightly behind the curve on launching its own product, as it has been selling ginger as an ingredient to other companies working in shots.

“I feel like we’re in the right place,” she said. “The world is becoming a smaller place and people travel internationally more and trends carry across borders. I think we’re sitting in a market where ginger shots are just going to increase.”