![]() ![]() 5 percent to over 2.5 percent ABV, each one in violation. Tests showed alcohol levels ranging from slightly over. Samples of at least four different brands of Kombucha were taken from those shelves and submitted to the Food Sciences Lab at The University of Maine. “Kids could get hold of this and get a buzz.” I could immediately see that there might be a public safety issue,” he recalled. Being a public health official, I know that alcohol is a by-product of the fermentation process. Regardless, when conducting routine bottle audits at the Whole Foods in Portland, Maine in early 2010, Trahan noticed “some of the Kombucha bottles on the shelf were leaking. While GT’s Kombucha and Synergy brands are by far the most visible in the category and dominate the market, it is unclear which brand or brands caught the eye of Randy Trahan, a Consumer Protection Inspector for the Maine Department of Agriculture. Though the industry faces clear challenges, the year-over-year growth numbers and the quantity of new brands appearing on shelves indicate that Kombucha’s breakout, while potentially delayed, has not been sidetracked. The ongoing proliferation of regional Kombucha bottlers, with products aimed at both the above-21 and all-ages demos, continues to reflect its growing popularity as a functional beverage. Having already roared back to once again become one of the biggest selling products in Whole Foods, Kombucha’s growth trajectory appears to be restored. Much has changed in the Kombucha business, yet much looks the same. Now, a year later, what could have been disaster appears to have been only a blip on the radar. ![]() Loyal Kombucha consumers, a group that had of late rejoiced at Kombucha’s increasing availability, suddenly found themselves scrambling to locate and stockpile any available cache of the stuff. As rumors of boozy booch spread from producers and retailers to consumers, this functional beverage, long prized for its natural benefits was yanked off shelves and became subject to lab testing and regulatory scrutiny. But did you see Halloween sale on the new Walmart Ad? With a clear market leader in GT’s Kombucha and Synergy, a number of creative brands and established beverage companies crafting their own offerings, swelling grassroots support for healthier beverage choices, including a strong home-brewing community, and a massive distribution pipeline via Whole Foods and UNFI, Kombucha seemed on the verge of a breakout. Everything was lining up in favor of the category. For a nascent beverage category like Kombucha, there’s not a much bigger crisis than having all major brands disappear from store shelves, just as growth appeared headed for warp speed. The Agreement will be activated from November 1st and will increase Synergy’s distribution across Petrol & Convenience Stores, the Route Channel and major grocery retailers.One year later, last summer’s withdrawal proves more hiccup than handicap. This partnership will give more Australians the opportunity to enjoy the benefits of our premium guilt free alternative to traditional energy drinks,” said Ramine. “Our single minded proposition of ‘No Carbs, No Sugar’ is continuing to gain momentum within the Australian market place. Ramine Roshanak, Founder of Synergy Drinks Australia says he is delighted by the opportunity this new Agreement brings. “Synergy’s products, including an Energy Drink (with no carbs or sugar) and Multi: Water (with 11 A-Zinc multivitamins and minerals, in flavours such as Dragonfruit, and Pomegranate and Berry) bring an exciting new edge to the Golden Circle portfolio, and new opportunities for our customers” said Chris. Synergy Drinks Australia fills this market niche with innovative no sugar offerings. No one brand can achieve this, and that’s where Synergy comes in – as an ideal No-Sugar offer,” he said. “The ability of beverage manufacturers and distributors to meet the needs of this segmented market will help to retain customer loyalty, and to grow our ‘share of fridge’. Chris sees the beverages market in Australia as highly segmented and rapidly changing, with two key trends dominating – health and innovation. “Part of that growth will come from being able to offer our beverage customers the broadest and most dynamic portfolio of brands and products that we can,”Ĭhris Smith was recently appointed GM Out of Home at Heinz, following 10 years experience within the FMCG beverages market. Golden Circle, since it’s acquisition by Heinz Australia in December 2008 has been focused on building capacity for growth said Michael Jones Sales Director for Golden Circle. Synergy Drinks Australia has signed an exclusive distribution agreement with Golden Circle to distribute drinks through its franchise network.
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