Zevia announced it has changed its formulas to become color-free, including caramel color, and has received Non-GMO Project Verified status.
"Shoppers want four things from the sodas they drink: flavors, bubbles, sweetness and enjoyment," said Zevia Chief Executive Officer Paddy Spence in a statement. "But they don't want artificial sweeteners, artificial preservatives, artificial flavors, GMO ingredients and caramel color. We are the first brand to deliver on the core promise of the soda category, without the ingredients that consumers don't want."
Over the course of Zevia's two-and-a-half year path to become Non-GMO Project Verified, the brand conducted extensive consumer research, and found that coloring was also an important issue to diet soda drinkers. Zevia had previously used caramel color in its Colas, Ginger Root Beer, Ginger Ale, Dr. Zevia and Cream Soda, and natural colors in its Mountain Zevia and Grapefruit Citrus flavors. All 17 flavors in the Zevia soda lineup will now be color-free, while continuing to use plant-based sweeteners stevia and monk fruit.
"Today's consumers are more sophisticated than ever before, and they want authentic, transparent brands that respond to their concerns," Spence said. "Zevia has grown rapidly because of our commitment to continuously raising the bar on 'clean' ingredients. We are excited to lead the soda category in a bold new direction, and see this as an important step in changing the way Americans think about soda."
Zevia's new clear, Non-GMO Project Verified formulas will begin production starting later in 2015, throughout the United States and Canada in more than 20,000 retailers, including Whole Foods Market, Sprouts Farmers Markets, Safeway, Kroger, Super Target and many other natural and grocery stores nationwide. The new soda cans will feature a "No Caramel Color" band around the top and the Non-GMO Project Verified logo, the company says.