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SupplySide West podcast: Creating a roadmap for success in the functional beverage market

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.

The window for functional beverage innovation is open, and consumers are experiencing a growth in diversity of options. Brands are evolving to follow the growing diversity of consumer demands, and nowhere is this more evident than the current Millennial population, according to Jim Tonkin, president and founder of HealthyBrandBuilders.

In this podcast, Tonkin, and Judie Bizzozero, editor, Food Insider Journal, discuss:

  • Trends in the functional beverage sector.
  • Real-world examples of brands that took advantage of whitespace in the functional beverage space.
  • Considerations when building or scaling up a beverage brand.
  • Creating a roadmap for success.

Links and resources:

SupplySide West Workshop: How to Take Advantage of White Space in the Beverage Sector on Wednesday, Nov. 7 from 1:30 to 4:30 p.m.

Got feedback? Email Judie at, or tweet to @NatProdINSIDER using the hashtag #INSIDERPodcast

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