Recoup emerged victorious from New Beverage Showdown 28 yesterday, joining an elite cohort of beverage brands such as Health-Ade and Cann that have also claimed victory in the bi-annual competition.
Launched in 2019, the New York City-based brand produces a line of Regenerative Organic Certified gut-healthy hydration beverages. Available in three flavors – Pineapple Passion Fruit + Ginger, Watermelon Blood Orange + Ginger, and Lemon Lime + Ginger – the prebiotic sparkling beverage is crafted with ultra-hydrated maple water featuring minerals and electrolytes.
“Maple tree water is just as hydrating as coconut water, with half of the calories and a lower climate impact,” said co-founder Susan Buckwalter Hartman during the final round. “We’re differentiated from the competition because we’re the only one delivering gut health and hydration, which is actually key to gut function.”
Recoup’s products are available on the brand’s website and at select retailers like Sprouts Farmers Market, Wegmans, Erewhon, Jimbo’s, Mother’s, and Good Earth Natural Foods, with a SRP of $2.99 per 12 oz. can. According to Recoup, it sells 6-12 units per store per week with no promotions and 30 units per store per week with promos.
During Tuesday’s final round, finalists were given five minutes to pitch their product and brand while explaining to the judges where their product is situated in the market, their blueprints for scaling and how they plan to stand out in the highly competitive beverage industry.
Judges for the final round included John Craven, founder and CEO, BevNET.com; Suzanne Ducker, director of coffee, The Coca-Cola Company; Ken Sadowsky, sr. advisor, Verlinvest; and Subriana Pierce, SVP of sales, C.A. Fortune.
The competition was presented by Coca-Cola North America New Revenue Streams.
The judges praised Recoup for hitting on the taste and current beverage trends and having eye-catching packaging that appeals to its target female consumers.
“Looking at how you compare to your competitors was very strong, and I think it’s hitting on the right trends. You see so much being done and not enough yet in regenerative farming and all of that,” said Pierce.
“The packaging is really beautiful. I think showcasing what you can expect to taste in the beverage is great, especially with a new product coming to market, educating that consumer. I would love to see more education in some of the marketing materials,” added Ducker.
Looking ahead, Recoup will focus on building brand awareness through social media by leveraging TikTok Shop and the #guthealth tag on TikTok. According to Buckwalter Hartman, it’s clear Recoup’s packaging is drawing in consumers, as its products were flying off the shelf during the brand’s Sprouts pilot.
Recoup beat out five other emerging beverage brands in the round, including Dappy non-alcoholic functional beverage, Passion Joy sparkling passion fruit beverage, Melo sparkling kava drink, Guinep non-alcoholic cocktail, and Grind with Gratitude performance water and THC-infused seltzer.
As the victor, Recoup will receive a $10,000 awareness-building advertising package and join the ranks of past champions, including Calexo, Parch, SANS, Plink!, and Hiyo.
The finalists were chosen from a group of 12 that also featured Fruga fruit super soda, Mas Energy, OoMee marine plant beverage, oHy sparkling water, Neptune electrolyte water, and Ringa holistic hydration.