Within the beverage industry, one trend exists that generally spans every category: health and wellness. Carbonated soft drinks are experiencing it in the form of natural sweetening systems; beer and spirits have acknowledged it by offering low-calorie options; and dairy drinks have addressed it by reducing their fat content. However, consumers now are entering the “next generation” of health and wellness, and KeVita Inc. is primed to deliver.

Ten years ago, consumers defined healthy as fat-free, low-sugar and low-calorie foods and beverages, notes Bill Lange, vice president of marketing for the Ventura County, Calif.-based company. “Those were the first-generation definitions of healthy,” he says. “It’s evolved over the last few years into the second generation of healthy, which is organic, non-GMO, vegan, gluten-free, and other buzz words that used to only appear on the products sold in natural retailers, but today’s consumers are expecting to find them on almost anything they purchase.”