Aiming to provide consumers with a vegan, sustainable meal replacement drink, serial entrepreneur Shaun Neff has partnered with beverage incubator L.A. Libations to launch orro., a new line of “mini meal” protein beverages.
Orro. is available in Chocolate and Vanilla flavors. Each 11.1 oz. carton contains 16 grams of pea protein, 300 calories, added vitamins and no artificial flavors or sweeteners. The drinks are vegan, non-GMO and available online in 12-packs for $37.99.
The brand was founded last year by Neff, who previously founded companies including Neff Headwear and Kendall Jenner-aligned teeth whitener brand Moon Oral Care and funded suncare products brand Sun Bum. He currently runs a beauty brand incubator, Beach House Group, which has also developed product lines for celebrities such as Millie Bobby Brown and Tracee Ellis Ross. Orro. is his first foray into the food and beverage space.
He’s not going in without backing, though: helping finance orro. are several institutional investors, including Anheuser Busch InBev (AB), Beechwood Capital and Bessemer Venture Partners.
“The meal replacement category has just been so hot lately,” Neff said. “It’s a growing category and I think it’s so smart. The idea of a liquid meal that’s easy, it’s fast, you don’t have to prepare it and it gets your body fueled — that just really intrigued me.”
To launch the product line, Neff partnered with L.A. Libations, which will focus on building orro.’s presence in the market through distribution, merchandising and field marketing. Molson Coors Beverage Company, which has a minority ownership stake in L.A. Libations, does not have direct involvement with orro., but CEO Danny Stepper said the conglomerate is “rooting for” the brand. AB InBev’s investment in orro. was made prior to L.A. Libations’ involvement with Molson Coors, Stepper said.
David Orr, previously VP of business development for L.A. Libations, will serve as CEO of orro. (a decision, Stepper said, that was due to his industry experience, not his last name). Orr joined L.A. Libations in late 2019 and previously spent 10 years at Johnson & Johnson and over 12 years at PepsiCo in a number of roles, including Senior Director, Sales and Customer Management.
Orr said he believes that the demand for meal replacements is growing and, as the country hopefully sees a break in the COVID-19 pandemic later this year, there will be increased interest in the space as shoppers once again return to daily on-the-go activities.
“I think the one thing that is just crystal clear is that this capitalizes on a space that’s growing with consumers, it’s not something that we’ve got to pitch to them,” Orr said. “So in terms of its relevance, it is inherently consumer-centric. And I think for us, it’s taking the concept and finding a way to strongly execute that.”
Although orro. may be called a meal replacement, Neff said the branding has focused around the concept of the “Mini Meal,” a slogan that will be prominent in marketing materials. According to Neff, many consumers may be wary of “replacing” an enjoyable daily meal; orro. will pitch itself as a snack or an on-the-go option for mornings and afternoons.
“To me, the idea of being a meal replacer is just a losing battle mentally for a consumer,” Neff said. “When I think of a meal, I think of my mom’s mashed potatoes and cornbread, the whole nine, right? How is a drink ever going to replace and satisfy that?”
Orro. has also joined with social media influencer Tabitha Brown, who has taken an equity partner role in the company. Touting over 10 million followers across social channels, Brown uses her large TikTok and Instagram followings to promote healthy living and veganism. Neff noted that in addition to her “verified check” platform, Brown also has strong connections within the food and beverage industry, including relationships with retailers like Whole Foods, Target and Kroger.
“I had been looking for a quick grab n’ go meal replacement that was vegan,” Brown said in a statement. “My husband and I loved orro. after the first sip, but meeting the people behind the brand is what sealed the deal. After my first meeting with Shaun Neff, I liked what he stood for and knew I wanted to partner with him.”
According to Neff, Brown is currently developing her own “signature flavor” and will be heavily involved in overall product development. Orro. plans to run all new flavors and innovations by Brown before launching any new products, he said.
The brand is currently available on Amazon and is in select retailers including Bristol Farms, Stepper said, noting that L.A. Libations is being “very prescriptive” in its retail launch strategy. However, the company is currently in discussions with retailers including Kroger about quickly expanding its retail presence in the coming months.
“We’re just taking it slow and learning,” Stepper said. “But now that we feel like we’ve nailed everything, we’re still going to be prescriptive, but we’re definitely going to hit the gas right now.”