Brands move out of beverage zone with new collaborations
Heineken releases limited-edition jeans, Gruppo Campari launches 2014 calendar
Best known for its Koma Unwind relaxation drinks and shots, Bebida Beverage Co. (BeBevCo) is taking its expertise into a whole new category: ice cream. The company partnered with an 80-year-old ice cream manufacturer to create an ice cream enhanced with dietary supplements to promote relaxation and enhance sleep. The product initially was tested in Chocolate and Vanilla flavors with positive results, the company says. “The ice cream industry generates over $10 billion annually in the United States, combined with the 50 million consumers that don’t sleep well, plus the 50 million citizens suffering from anxiety and stress,” said BeBevCo Chief Executive Officer Brian Weber in a statement. “I believe there is a strong market for this type of product. For obvious reasons, we will be attentive and diligent on our packaging while remaining mindful of all regulatory issues that apply and take our time going into full production.”