Released in October as a Whole Foods exclusive, REBBL Mayan Cocoa Gold Label is branded as an “ultimate super herb elixir.” The USDA Organic certified beverage includes four varieties of medicinal mushrooms as well as maca and ashwagandha.
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.”
With Turmeric Golden-Milk already in its lineup, Rebbl’s latest offering, Turmeric Lemon Tart, clearly shows that the company sees opportunity in turmeric-based offerings.