In building Suja from a cold pressed juice company to a healthy beverage “master brand,” CEO and co-founder Jeff Church is prepared to take some chances.
Over the company’s six years in existence, that bias toward risk-taking when it comes to new product development has become Suja’s calling card. Fueled by an innovation pipeline that debuts a new SKU every nine days on average, the Oceanside, Calif.-based brand has extended beyond its core competency in juice into categories like kombucha, probiotic drinks, drinking vinegars and, making its debut at Natural Products Expo West 2018 last week, plant-based milks. Speaking with BevNET from the show floor, Church discussed how Suja doesn’t “let great get in the way of good” when bringing new products to market and how the company is setup to quickly adapt its offerings post-release based on consumer feedback.
Church also spoke about expansions to Suja’s production facility, the company’s new collaboration with coconut water brand Zico, and the continued development of its kombucha line, including the new 8 oz. “Mini Booch” bottles.