Remedy Organics Launches Immunity Shots Line

Citing the growing demand for immunity-boosting beverages, Remedy Organics has launched a new line of wellness shots, available online ahead of a planned retail rollout later this year.

Developed by co-founder Cindy Kasindorf, the plant-based Immunity+ line is available in four flavors: ‘super immunity’ booster Heal Me (ginger, turmeric and lemon), ‘immunity and defense’ shot Protect Me (elderberry, ginger and cayenne), Energize Me (matcha, ginger, L-Theanine and 60 mg of caffeine) and Detoxify Me (charcoal, ginger and cayenne). Each 2 oz. bottle contains prebiotics, vitamins C and D, acerola and zinc. The shots are available online for $47.99 per 12-pack.

The shots line sees Remedy Organics expanding its portfolio into differing product formats and use occasions. According to co-founder and CEO Henry Kasindorf, the brand has leaned more into the immunity-boosting properties of its drinks during the COVID-19 pandemic.

“This is really about being part of a movement around functional beverages and making these amazing products accessible. Given how broad our distribution is, that was really the goal of the business. “

According to Henry, Immunity+ will launch simultaneously on the East and West Coasts, including in retailers such as Gelsons. He said the brand aims to merchandise all of its product lines together on shelf where possible, but the shots may be placed in different locations throughout the store depending on the retailer.

Having incubated the brand in New York City, last year Remedy began expanding nationwide and is aiming to grow within the conventional and convenience channels this year. The brand is currently in over 10,000 retail doors nationwide, including chains such as CVS, Whole Foods Market, Sprouts, The Fresh Market, Wegmans and 7-Eleven.

Like the rest of the industry, Kasindorf said the onset of COVID-19 in March created a period of uncertainty. Although sales spiked amid early panic buying, he said the company also upped production and began stocking up on its ingredients supplies in anticipation of a crash that never came. However, he now believes the company is in a stronger (and more data-driven) place due to the rising consumer awareness around health and wellness.

While the brand’s marketing spend had largely focused on trade shows and traditional field marketing prior to the pandemic, Kasindorf said the company has shifted its marketing budget to focus on trade spending, digital campaigns, influencers and in-store programs.

The company has also increased its focus on ecommerce, launching the “Remedy Reset Program,” a $129 product package that includes instructions for a three-day regimine akin to a juice cleanse that is “designed to reset your body from the inside out.” The package includes 18 of the brand’s 12 oz. shakes and 12 of the shots, as well as a mindfulness journal.

“It allows your body to reset,” Cindy Kasindorf said. “It’ll give your body a break from digesting heavy food. So it really allows it to reset, to digest, and it’s meant to support the immune system to boost metabolism, to boost energy levels and give you just an overall great feeling.”