In a complaint filed against parent company World Waters LLC and World Waters Holdings, LLC in U.S. District Court in the Eastern District of New York on July 8, attorneys for lead plaintiff Michael Pizzirusso argue that WTRMLN WTR’s product labels, in describing the liquid with the words “cold pressed juiced watermelon,” falsely represent that it consists of only watermelon juice.
Great taste will always be paramount, but several brands that use crops like coconuts, bamboo and watermelon are taking a closer look at upcycling, the practice of using discarded waste and byproducts from the production process, as a way to promote sustainable farming practices and responsible environmental stewardship.
In an interview with BevNET CEO John Craven, WTRMLN WTR founder Jody Levy expressed optimism that, with key pieces in place, the cold-pressed watermelon juice brand is primed to grow beyond its roots in the natural channel and into more conventional retailers.
WTRMLN WTR has expanded its line with several new products, launching nationwide at Whole Foods. The new offerings are called BLNDS (“blends”) and feature a pairing of their watermelon water base blended with another ingredient: LMN (lemonade), CHRRY (tart cherry), LME (lime), and GNGR (ginger).
Category growth, testing methodology and distribution strategies were just a few of the topics bubbling inside the Long Beach Convention Center over the weekend at the fourth annual KombuchaKon.
Paladino joins the company following a two-year stint as CEO of WTRMLN WTR, where he oversaw record triple-digit growth for the cold-pressed juice brand.
In an interview with BevNET, WTRMLN WTR co-founder and creative director Jody Levy explained that Perich’s experience in building brands would be an asset as the company enters a new stage in its development in 2017.