Shelf-stable kombucha brand KÖE is hoping to brighten up the shelf with rebranded products, set to roll out to stores in the spring.
Since launching in 2018, the Stratus Group-owned brand – now stylized as Koe – has targeted mainstream channels (including convenience, drug and grocery) with its canned, on-the-go approach to the kombucha category. The drinks are currently available in about 45,000 retail stores nationwide and expects to add about 15,000 additional doors during 2022 spring category resets when the rebranded products will enter the market.
“As demand for Koe has continued to climb, we wanted to scale the right way with branding that better reflects the beverage itself – bold, vibrant, innovative, and fruit-forward,” Louisa Lawless, Chief Strategy Officer at Stratus Group, said in a press release. “Koe is definitely not a soda – it is packed with nutrients and real ingredients. But what keeps consumers coming back is the taste. We decided to lean into that with artwork that’s fun, ownable, and authentic to our LA roots.”
According to the company, the rebrand was designed by Seattle-based firm Turnstyle. But beyond its new label, the products have also been reformulated to reduce sugar and calorie count, improve taste and ingredients and provide added functionality with a dose of immunity-boosting Vitamin C.
The updated line retains Koe’s seven existing flavors (Strawberry Lemonade, Raspberry Dragonfruit, Mango, Blueberry Ginger, Lemon Lime, Watermelon and Tropical) and will be displayed during Natural Products Expo West 2022 in March.
