ROAR Organic revamps formulation, packaging

Brand moves beyond refreshment to include more vitamins, antioxidants

(Image courtesy of ROAR Organic)

ROAR Organic, Bethlehem, Pa., announced a new recipe for its line of beverages, which are now fortified 100% daily value of energy and immunity vitamins B5, B6, B12 and C, as well as antioxidant vitamins A and E, and electrolytes from coconut water.

The move was made following market research showing ROAR consumers are actively seeking vitamins and antioxidants at a higher level than electrolytes alone. The new Complete Hydration solutions are already hitting store shelves nationwide, with a bold new packaging design that grabs attention at shelf-level.

Now with more vitamins and antioxidants, ROAR’s new packaging also is more sustainable, the company says. The new packing uses fully recyclable materials across all components including the bottle itself, the cap and the label. These changes further ROAR Organic’s mission to fuel health, resilience and stamina by offering multiple benefits in one bottle using all-natural flavors.

“Since its inception, ROAR Organic beverages have been a low calorie, low sugar hydration option, but what we learned last year was that consumers were looking for the ‘whole package’ - everything they need in one bottle,” said ROAR CEO Alex Galindez in a statment. “So, we took that insight one step further and formulated our beverages to include 100% of consumers’ daily value of vitamins and antioxidants while still maintaining ROAR’s 20 calories and two to three grams of sugar per bottle.”

The new functional positioning and brand refresh come on the heels of ROAR Organic’s aggressive expansion at natural retailers across the country, including Sprouts and Whole Foods Market in the mid-Atlantic. These efforts align with ROAR’s target consumer who appreciates it’s organic, low-sugar content.

ROAR Organic beverages come in four flavors: Cucumber Watermelon, Mango Clementine, Georgia Peach and Blueberry Açai. All four flavors are available at Wegmans, Sprouts, Whole Foods Mid-Atlantic, Natural Grocers Vitamin Cottage, The Fresh Market, Fresh Thyme, Safeway / Albertsons, and 7-Eleven, as well as, Rite-Aid and Duane Reade stores in the New York area. Online purchases also can be made at ROAROrganic.com and Amazon.com.

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The Non-Alcohol Beverage Market, analysts at Beverage Marketing Corporation detail how established categories ― like carbonated soft drinks, bottled water, fruit beverages ― and emerging beverage segments ― such as plant milks, ready-to-drink coffees and teas ― are navigating these shifts.

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