This hybrid of a beverage will NEED great adverting
Steve’s breakdown: I know cranberry coffeecake is great but a cranberry/coffee beverage?
I don’t know about you but this sounds terrible so if it’s going to work, they are going to have to find their market and that’s going to take great advertising. Up for the challenge?
LAKEVILLE, MA: Ocean Spray has launched a “hybrid” drink in the US that combines cranberry juice with cold brew coffee.
Ocean Spray Brew marks the company’s entry into the coffee RTD category, the company said today. Each 8oz serving contains 40mg of caffeine, equivalent to half a cup of coffee. The one-litre bottle will retail for US$3.49.
The variant will be available nationwide in two flavours – Cranberry Lemonade and Cranberry Blueberry – from this month in Target, Stop & Shop, Shaw’s, Albertsons, Vons and Safeway. More stores will be added throughout the year, Ocean Spray said.
“Consumers are looking for natural ways to increase their energy, and Ocean Spray Brew provides an option to reap other health benefits while having their caffeine,” said chief global innovation officer Rizal Hamdallah. “We’re bringing together the benefits of both health and energy in a delicious and innovative way.”
Ocean Spray is ramping up its innovation pipeline. In May, the company launched an incubator programme called Lighthouse, with the first product – the plant-based beverage Atoka – being announced in October.