Roughly two years ago, ROAR Beverages launched a line of coconut water-based sports drink targeted at active sports-centric adolescents. However, with ROAR Organic Electrolyte Infusions, the audience is very different, Nesi stressed.
The target audience is the natural channel consumer in the 21 to 45 age range, Nesi said.
“At the end of the day, we don’t want people to age out of our brand. We want people to grow up with our brand,” Nesi said.
The new organic line blends organic coconut water, electrolytes, b-vitamins with ROAR’s new proprietary sweetener comprised of evaporated pure cane sugar, Pyure organic erythritol and organic stevia.
The line is marketed as all-natural, formulated to be free from gluten and dairy, and with two grams of sugar per serving. The company is aiming to have the new product line available by the middle of October for a suggested retail price between $1.99 to $2.25.
‘The flavors had to be exotic’
Unlike other brands, which take their existing line and convert it to an organic version, Nesi wanted to recreate the company’s flavors.
“The flavors had to be exotic,” Nesi said. “This person doesn’t want a blue raspberry or fruit punch.”
The company worked quickly and efficiently to obtain organic certification, and put a priority on taste.
“It’s really hard to make organic stuff taste good, for us taste is king,” Nesi said. “It tastes really good.”
ROAR Organic consists of four new flavors: watermelon cucumber, mango clementine, strawberry coconut, and pineapple mint, each with ten calories per serving.
The beverage is rooted in hydration and “it’s as good for running as it is for a hangover,” Nesi said.
Label makeover
Working with design company Make & Matter out of Austin, Texas, the team at ROAR went through 37 label design options and settled on a label that Nesi describes as “surfer meets Brooklyn.”
The company drew design inspiration by looking at pictures of Coachella, vintage surf pictures, and Lululemon.
“The DNA of ROAR is this is the drink that helps you express yourself,” he added.
Building credibility
Nesi said the goal is to get into stores like Whole Foods and Sprouts where it can build brand credibility as an organic, hydrating beverage that also “tastes really good.”
The company is also planning to tap into the New York City market, by selling the new line in corner stores such as bodegas and other local retail shops.
“We’re from New York and we have the best retail market in the world right in our backyard,” Nesi said.