Food Tool for the Week: Niches
by Tysha Shay
Today, there aren’t many industries in the U.S. that can claim near double-digit growth, but bottled water has been one of them. And, according to Beverage Marketing, the value-added category is expected to double in the next five years.* With a category this hot, niches are where opportunities for growth lie.
Check out these two niche innovators:
Fortifido – The “first-ever fortified water for pets with real functional benefits.”
Charles Calise, director of innovation for Cott Beverages Inc. North America (which is the manufacturer of Fortifido), said that “as a company, we look to make sure we stay innovative and ahead of the curve…and we know that trends in the pet category quickly follow trends in the human category.” So there you go. All the cool dogs will be lapping up Fortifido this summer. Now if they could just invent a cap that doesn’t require thumbs to open.
Activate Drinks – Vitamin-enhanced waters that don’t get mixed until the consumer is ready to drink them.
Working on the premise that vitamins loose their potency in water over time, Activate Drinks are packaged in bottles featuring an innovative cap, in which the vitamins and other supplements are stored separately to protect their freshness. With a twist of the cap, the ingredients are released into the water.
* Source: Springwise.com & Ad Age
Food IQ is a Marlin strategic partner that understands consumer consumption influencers and applies them to make your business future-ready. They’ve also got a pretty darn interesting blog.
