Chuck Engle joins REBBL as the its senior vice president of sales, while Rusti Porter, a former vice president of marketing at Kraft Foods-owned jerky brand Krave, was appointed as senior vice president of marketing.
Could ashwagandha’s rising profile herald a greater future for adaptogenic fruits and herbs — such as reishi, tulsi (also known as holy basil), ginseng, eleuthero and schizandra — as a fully developed beverage category?
Speaking with BevNET, founder Palo Hawken said that his brand sees the launch of the new addition to its core line, Turmeric Lemon Tart, as an opportunity to bring the ingredient beyond its natural consumer base and into the mainstream with a fruity, high-fat beverage that “tastes basically like lemon meringue pie.”
This new line utilizes a synergistic blend of Rebbl's Clean Complete Plant Protein from sunflower, pea, and pumpkin enlivened with the brand's signature adaptogen blend of maca, ashwagandha, and reishi.
The round also included investments from Arif Fazal’s Blueberry Ventures, equity crowdfunding platform CircleUp and personal investments from former Boulder Brands executives Duane Primozich and Carole Buyers.
“A core part of our mission at REBBL is to continue to educate and engage consumers in the health benefits and power of functional beverages, specifically the power of our unique and delicious formulations to support a healthy, active lifestyle in an increasingly stressful, fast paced, more connected world,” explains Palo Hawken, Founder of REBBL.