Expo West 2018 Video: Spindrift CEO Talks New Product Development

According to Spindrift founder/CEO Bill Creelman, the company has a simple formula for innovation: take real ingredients, add sparkling water, and then ask “what are we excited about?”

At Natural Products Expo West 2018, held earlier this month in Anaheim, Calif., Spindrift answered that question with the debut of its newest SKU: an Arnold Palmer-style “Half & Half” made with iced tea, squeezed lemon juice and sparkling water. In discussing the development of the new flavor, Creelman talked about the challenge of sourcing high quality tea and how the new flavor aims to help the company emphasize its points of differentiation in an increasingly crowded category.

Watch the full video, in which Creelman expands upon the marketing strategy at Spindrift, which last week closed a $20 million round of investment led by VMG Partners, and the company’s the R&D process at Spindrift, of which he noted “If it’s easy, it’s probably not going to be terrific.”