“There is natural sugar in fruit juice and depending on how invested someone is in their body, the sugar content will influence the decisions they make,” which is why the company offers a wide-range of products with varying amounts of sweetness, Rosenberg said.
“For example, our Organic Greens and Kale has 4 grams of sugar per serving,” for someone who wants a juice but doesn’t want much sugar, Rosenberg said. On the other end of the spectrum is organic orange juice which has 25 grams of sugar, but also is nutrient dense and familiar to many consumers.
The company also offers “everything in between” these two extremes, including starting in March two Organic Superfood Juices that for the first time in the company’s portfolio feature a coconut milk base instead of only juice to help reduce the beverages’ sugar content.
The line’s Greens, Turmeric & Cocoa uses coconut milk to mellow juice from dark leafy greens, spirulina and cucumbers. It also adds juice from apples and mangos for a touch of sweetness and cinnamon and black pepper for warmth and sophistication.
The other option with coconut milk is the company’s take on a traditional ayurvedic beverage. The Turmeric Golden Milk adds orange, mango and pineapple juice to a blend of turmeric and coconut milk. The beverage is finished with vanilla, ginger and cinnamon for a filling drink that also provides 50% of the daily value of vitamin A per 11-ounce bottle, according to the company.
In addition to helping the company cut back on sugar, the coconut milk “satisfies a common request from consumers for nourishing cold-pressed juice blends that can be enjoyed as a snack” rather than just as refreshment and a source of hydration, according to the company.
In addition, to the two coconut milk-based options, the new Superfoods line also includes a Cocoa, Turmeric & Ginger option which is balanced with vanilla and warmed with cinnamon and cayenne. Because this option is so cocoa-heavy, Rosenberg notes that it does have a small amount of added sugar to balance out the bitter notes of the cocoa. However, he said, the company opted to use coconut sugar because “from a glycemic index perspective it is the healthiest sugar.”
The final option, Pineapple, Mint & Ginger is sweet and tart with cucumbers and spinach to provide balance, Rosenberg said.
Inspired by real life
Reflecting on the four SKUs together, Rosenberg says the line is “probably our most innovative, nutrient dense line to date,” thanks in part to the addition of superfoods like turmeric, ginger, spirulina, chia and baobab, as well as leafy greens, such as spinach and kale.
He explained that the idea for line actually came from his morning smoothies, which he says are very nutrient dense and keep him fueled for four hours.
With that in mind, he said the line stands out from the rest of the portfolio because they can be used as a meal replacement as well as a snack – which also allows it to better tap into the snacking trend sweeping America.