The Weekly Sip: Mott’s electrolyte juice seeks to quench thirst | Not Beer takes on Liquid Death
The Weekly Sip is Food Dive’s column focused on the latest news in the rapidly changing and growing beverage sector. From inaugural product lines to big investments and controversial topics, this column aims to quench the thirst for developments in the category.
Mott’s debuts hydrating juice for children
Mott’s has carved out a niche in both apple juice and apple sauce throughout its storied history. Now, the 180-year-old Keurig Dr Pepper brand is bringing its expertise into sports drinks for children.
Mott’s Active, which is designed for energetic children, contains apple juice, coconut water and naturally sourced electrolytes. The sports drink alternative is available in two flavors, Blastin’ Berry and Watermelon Burst. The beverage contains no added sugar and eschews artificial flavors.
Keurig Dr Pepper, citing Circana data, estimated nearly 80% of households with children purchase sports drinks to hydrate.
In rolling out Mott’s Active, the Texas-based company is further expanding the reach of the popular brand with a younger audience. Mott’s already sells Mott’s for Tots. Mott’s Active focuses on an older child who is busy playing or participating in sports.
“KDP’s expertise in identifying unmet needs and opportunities across categories is what sets our portfolio of better-for-your beverages apart,” Derek Dabrowski, vice president and general manager at Keurig Dr Pepper, which oversees the Mott’s trademark, said in a statement. “Our vision for Mott’s Active is to be a part of the journey of parents and kids.”
The average child is likely not going to care about replenishing their electrolytes but adults who do the grocery shopping will be more interested in the attribute, especially if it’s something they covet in their own lifestyle.
The electrolyte craze originated in the mid-2010’s with the success of Pedialyte, an electrolyte-infused beverage used to treat dehydration in infants. Today, electrolytes are in everything from Nestlé’s Essetia water to Unilever’s Liquid I.V. packets and more recently Go Go Squeez Active Fruit Blend snack pouches.
Keurig Dr Pepper also has been previously active in the space.
Last fall, Keurig Dr Pepper announced it would sell and distribute Electrolit, a premium hydration beverage, as part of a long-term sales and distribution agreement with Grupo PiSA. The partnership expanded Keurig Dr Pepper’s portfolio into sports hydration, which it called “a key white space category for the company.”
— Christopher Doering
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Courtesy of Not Beer
It’s not beer, but not quite Liquid Death
A new player in the sparkling water category is using novel packaging to attract consumers looking for an alcohol-free carbonated drink.
Not Beer was created to normalize drinking water at social gatherings using “bold design and cheeky messaging,” it said in a press release. The 16-ounce cans resemble the designs of classic 20th-century American beer brands. Its promotional and advertising material also mirrors vintage beer magazine ads, with models in cowboy hats and bright red colors.
“The goal for Not Beer was simple: remind people that fun is a feeling, not a ‘drink,’” the brand said in a statement.
Its water is purified through reverse-osmosis and infused with minerals and electrolytes for taste and hydration. Not Beer also touts its cans as a more sustainable option compared to “boring single-use plastic bottled water.” The brand raised $1.8 million in its pre-seed funding round this month.
Not Beer is not shy about its goal to capitalize on the growth of Liquid Death, another water brand that has gained popularity with consumers in part because of its dark, edgy packaging.
Liquid Death, with $263 million in sales in 2023, was valued at $1.4 billion last month following its latest funding round.
— Chris Casey
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Courtesy of Full Circle Brewing Co.
Brewers form largest Black-owned beer group
Two California craft brewers are joining forces to help their brands grow and promote diversity in the beer category.
Full Circle Brewing Co. and Crowns & Hops Brewing, located in Fresno and Inglewood respectively, announced the formation of a new alliance, The Circle of Crowns Beverage Group. The partnership will bring the production, sales and marketing for the two brewers under one roof and create the largest Black-owned craft brewing operation.
The new group also includes two other small beverage brands, Speakeasy Ales & Lagers and Sonoma Cider. The alliance said it aims to work with other Black-owned brands. The goal of the collective is to “break barriers hindering Black-owned suppliers” in the beverage space and give members of the community access to infrastructure that can help them scale statewide and nationally.
“Together we are better positioned to maximize growth and bring more consumers craft beverages with an aspirational, relevant connection to Black culture,” said Arthur Moye, founder and CEO of Full Circle, in a statement.
Only 1% of beer company owners in the U.S. are Black, according to Gitnux data, a figure Circle of Crowns is optimistic will increase as a result of groups like theirs. Other initiatives like The Inclusion Beer Project and grants from the Brewers Association also have focused on improving the visibility and access to opportunities for marginalized communities in the category.
— Chris Casey
Source: fooddive.com