Dry Drinks: Expansion or Distraction
Powdered beverage mixes have emerged as a new frontier for functional grab-and-go products. For brands that have established themselves in the RTD space, single-serve powders are an enticing line extension, both in-store and online. In this panel, executives from Sunwink, LifeAID and CELSIUS will discuss the advantages and disadvantages of extending into powders and what other companies should consider before jumping in on the trend.
About Orion Melehan
Orion Melehan is the co-founder and CEO of LifeAid Beverage Company, a fast-growing producer of natural performance beverages. A beverage outsider with a big idea, Orion put his life savings into LifeAid with his friend and co-founder Dr. Aaron Hinde in 2011 - while the economy was still in crisis. In the 11 years since, the two have grown LifeAid into an international brand using a novel route-to-market approach - selling to thousands of independent gyms and leveraging ecommerce via digital marketing before entering brick-and-mortar. Their products are now sold in tens of thousands of retailers including Whole Foods, Sprouts, Walmart, CVS, Kroger, Safeway, Circle K, Target, Amazon with distribution to over 22 countries. They have 500,000+ engaged social media followers, and have been featured in the Wall Street Journal, San Jose Mercury News and BevNet. Today LifeAid continues to innovate with their newly launched FitAid Energy line, the first naturally sweetened performance energy drink for both energy and sports recovery. Positioned as Energy 3.0, Orion will tell you that LifeAid continues to disrupt the incumbent sports and energy drink segments with their brand of better-for-you performance beverages. Orion and his family live in the mountains of Santa Cruz, CA where he was also born and raised. He and his neighbors battled the CZU fire in 2020 and helped save dozens of structures. He believes that the Santa Cruz free thinking lifestyle and wealth of outdoor recreational activities continues to be part of the fabric of the company. Orion graduated from UC Santa Barbara and prior to launching LifeAid had his own practice as a Certified Financial Planner®?. In his personal time, he enjoys DJing, hiking, traveling, personal development, CrossFit®? and golf.
About Eliza Ganesh:
Eliza Ganesh is the CEO and Co-Founder of Sunwink, a Superfood Beverage Company. She started Sunwink after using superfoods to help manage an autoimmune disease diagnosis. She is committed to reshaping the beverage industry, pushing the boundaries on what it means to build both a clean-label and delicious drink brand. She is also passionate about increasing female leadership in the beverage space. Eliza received her MBA from Harvard Business School.
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