Healthy INSIDER Podcast 71: Beverage Formulation Based on Route to Market

If you understand them, they will come. That is, if beverage brands understand consumers, how they shop and the price they will pay, brands will get their products passed retail gatekeepers and get into the shopping carts of their target audience, according to Debbie Wildrick, chief strategy officer, Metabrand. Wildrick, who spoke at Beverage Marketplace at Ingredient Marketplace in Orlando in April, discusses the importance of understanding the route to market before a brand starts formulation in this Healthy INSIDER Podcast with Sandy Almendarez, editor in chief, INSIDER.

If you understand them, they will come.

That is, if beverage brands understand consumers, how they shop and the price they will pay, brands will get their products passed retail gatekeepers and get into the shopping carts of their target audience, according to Debbie Wildrick, chief strategy officer, Metabrand. Wildrick, who spoke at Beverage Marketplace at Ingredient Marketplace in Orlando in April, discusses the importance of understanding the route to market before a brand starts formulation in this Healthy INSIDER Podcast with Sandy Almendarez, editor in chief, INSIDER. They cover:

  • Why innovative brands may want to launch their beverages in naturally and specialty retailers first.
  • Beverage product trends, such as refrigerated functional juices and value-added waters, and the clean label notes to hit (no preservatives, no artificial flavors, etc.).
  • The hot ingredients that spur beverage sales, including healing herbs, probiotics and protein.

Learn more from Wildrick and other speakers from Beverage Marketplace:

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