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Growth opportunities and trends in functional beverages — slide show

Beverages make up the lion’s share of the functional food and beverage market, and there is no shortage of innovation. Today’s range of functional beverages include everything from enhanced waters, juices, cold-brew coffee, RTD teas, etc. with an increased emphasis on the inclusion of shorter ingredient lists, with simple and recognizable names.

Identifying the right target market and navigating macro trends help define go-to-market strategies. What’s more, ingredient selection and formulation considerations will be critical in the success of the final product.

This slide show was adapted from the 2018 SupplySide workshop “How to Take Advantage of White Space in the Beverage Sector” with speakers Jim Tonkin, founder and president, Healthy Brand Builders; Jeff Church, co-founder and CEO, Suja Juice; Shari Coulter Ford, CEO and co-founder, Tohi Ventures LLC; Andy Dratt, chief commercial officer, Imbibe; Brian Lovejoy, coffee general manager, Califia Farms; Kyle Redfield, CEO, KonaRed Hawaiian Coffee; and Shadi Bakour, CEO, Pathwater.

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