Nov 27, 2020
Ocean Spray launched a line of functional water called B1U that is available in four different flavors with no sugar or artificial sweeteners: watermelon cucumber with 60 milligrams of black tea caffeine, strawberry basil with 8 grams of plant-based fiber, lemon chamomile with 22 milligrams of zinc and 128 milligrams of Vitamin C, and peach kiwi with 10 grams of protein. The four waters tout a specific benefit. They are: I need a boost, I need rhythm, I need immunity and I need power.
Functional beverages have soared in popularity as shoppers look for more benefits from the products they consume. Technavio predicts the global functional water market will experience an annual growth rate of nearly 9% between 2018 and 2022. Projections such as this have prompted companies like Ocean Spray to expand their portfolio to cater to consumers looking for health and wellness options.
Ocean Spray is well-positioned to take advantage of the surge in the popularity of functional beverages. B1U only serves to place Ocean Spray in the crosshairs of other major beverage manufacturers that also are looking for functional beverages as a source of growth and profit.
PepsiCo recently released functional water called Driftwell aimed at combating stress and inducing relaxation, while Nestlé has its Nestlé Pure Life Plus line with three varieties: magnesium, zinc, and potassium.
The continued interest in bottling health makes this new product launch a good bet for Ocean Spray as it looks to expand beyond its cranberry-centric roots. However, it is interesting to note that the well-known brand does not appear to feature its name on the B1U packaging. The simplistic labeling instead highlights the names of each functional blend, which are: I need a boost, I need rhythm, I need immunity and I need power.
While this approach does not permit the company to leverage its name recognition, it does allow the line to experiment with new products and innovation without risking damage to its core brand.