Unilever says the launch of its hydration brand Liquid I.V. into China earlier this year came at “the right moment”, citing recent rapid growth in the country’s electrolyte beverage sector as a key factor.
Functional food brands face a range of challenges, from taste to health claims, in order to get their products to appeal to consumers, and educate them about product potential.
Brands that want to lead the next generation of functional beverages need to stop thinking about following the big trends: and instead set their sights on niche – but highly loyal – consumers. How do you identify these areas - and successfully build a brand in these spaces?
Pickle Juice’s research-backed proprietary blend of acetic acid and natural ingredients was developed to relieve muscle cramping quickly, while tasting like pickles without having anything “to do with pickles,” Fillip Keuppens, the company’s EVP, explained to FoodNavigator-USA during the Natural Products Expo earlier this month.