GHOST Thirsty For More
The more the company grows (+$404 million over 52-weeks ended Sept. 9, per Nielsen), the more confidence GHOST seems to take in extending its lifestyle-fitness positioning into new categories and product types. And while not officially on display at NACS, the brand shared an early look at its newest innovation for early 2024: a five-SKU line of hydration drinks that represents its first release in resealable 16.9 oz bottles. We sampled Lemon Lime and Kiwi Strawberry flavors.
Moving into the space makes sense: GHOST already dabbles in hydration via its two-flavor line of powder sticks in 24-count bags. That line is also plugged in with licensed partners: Sour Patch Kids has two SKUs (Redberry and Blue Raspberry), and a Sonic-co-branded Cherry Limeade flavor launched earlier this month online and at GNC. The next-gen sports drink space has been red-hot across various formats, with RTD heavy hitters like Electrolit and BodyArmor having entered powders in just the last few weeks alone.
Giving GHOST fans a non-caffeinated RTD option — much like PRIME did, but the other way around — should help the brand step further into the mainstream. GHOST’s line is set to launch at GNC and will be differentiated by 900mg of electrolytes (including magnesium and calcium) and 100% daily allowance of vitamin C.
Though it continues to branch out, GHOST’s ties to the gaming community remain strong as ever: Faze Pop, it’s limited-edition collaboration with pro e-gaming team Faze Clan, is the energy line’s top velocity flavor, per company reps, and is set to expand nationwide in January.
In & Out
NACS is a showcase for new products, but what you don’t see shared at the various booths can sometimes be just as telling. Here’s a few notable no-shows this year:
AHA – Back in the late 2010s, the prevailing wisdom was that an exploding market for zero-calorie sparkling water was just waiting for Coca-Cola and Pepsi to apply their respective marketing and distribution muscles and blow the category sky high. But, late to the party already, it never quite happened for Coke; now the soda giant is sunsetting its flavored sparkling line AHA in most channels (minus Freestyle machines). Expect future sparkling innovation to come via Topo Chico, as exemplified by the recent addition of Sabores.
Starbucks BAYA – The Seattle retail coffee king has long been associated with caffeine, but its formal attempt to play in the natural energy space appears to be over. The brand’s RTD innovation — including sprucing its high-caffeine Double Shot and Triple Shot products with new designs — is focused on traditional coffee drinks.
Lemon Perfect Grows Up
Adding organic lemon juice to filtered water has been the magic formula for Lemon Perfect‘s rapid rise, and at NACS its growth was apparent in more ways than one.
First off, the California-based brand has evolved into a robust operation, per conversation with president and chief revenue officer Jim Brennan, who put the company’s headcount at 85 employees-and-growing. Their focus will be on hard pivot from 12 oz. slim bottles to new 15.2 PET format, a long-term goal for the company that coincides with dropping erythritol in favor of stevia.
Following a successful test run at QwikTrip stores and select Wawa locations in Florida, the new format is set to arrive in stores in January (SRP $2.29). Multi-packs for Lemon Perfect’s top three flavors are also in the works.
Also Seen At the Show:
- BLK’s signature black-hued fulvic water is going into a can, as the brand launches its sparkling functional detox drink (“more than water,” goes the tagline) in c-store friendly 16 oz format. Zero-calorie flavors include Dirty Lemonade and Caiabasas Apple, each with different color identity.
- Nostalgia and sugar appears to be the recipe for success, at least from a cursory look around NACS. As evidence: an extension for Nestle’s Sensations flavored cereal milks in the guise of Kellogg’s-branded Frosted Flakes (to complement the existing Fruit Loops and Cinnamon Toast Crunch varieties). We mentioned GHOST’s candy flavors, C4 has responded with its own Popsicle innovations, while G Fuel’s pace of license-driven innovation has often been tough to keep up with.
- But is there enough IPs for everyone to play? The company behind Warhead Soda was quietly teasing the coming launch of Skittles-branded non-carbonated drinks in 14 oz resealable bottles, as candy IP owners cut separate deals for products outside of energy, in which GHOST (Warheads) and C4 (Skittles) have dibs.