Shimmy over coconut, there’s a cuter fruit in town contending for your crown.
Coconut water has dominated the natural hydration category of drinks for the past decade accounting for 86% of sales in this category. Its popularity has helped the industry grow to over $2 billion globally, a figure forecast to double in the next 2 years (source Zenith).
However, there's a new kid on the block turning our heads (and rightly so) - watermelon. Cold pressed watermelon drinks have been making their presence felt in the natural hydration category which, until now, has been dominated by coconut water.
July 2017 saw the launch of Botanic Lab's new watermelon hypertonic RESET+ which forms part of our PERFORMANCE trio of drinks. Rich in potassium, vitamins and powerful antioxidants, cold pressed watermelon juice offers one of the most efficient ways to hydrate the body. Potassium helps rebalance fluids in the body that are lost during exercise, preventing dehydration. Potassium is vital for smooth muscle contraction so drinking watermelon juice is an excellent way to reduce muscle soreness after exercise and fight fatigue during exercise.
LA bases drinks brand WTRMLN WTR has received the golden stamp of approval with investment from the global superstar Beyonce. There's no better indicator of the success of a product than a major celebrity endorsement. Just look at the success of Vita Coco, backed by Madonna in its infancy.
Beyonce says “This is more than an investment in a brand, it’s an investment in female leaders, fitness, American farmers and the health of people and the planet.” Established in 2014, WTRMLN WTR is stocked in over 7500 outlets in the US with accounts expected to treble in the coming year.
Back on UK shores, Mello,which launched in 2014, recorded sales of £1.75m in 2016, up from just £100,000 in 2014. London brand What a Melon caught Richard Branson's attention snagging him a £50,000 crowdfunder prize from Virgin Media Business VOOM. The watermelon water brand which launched a year ago boasts stockists all over the country including Sainsburys, Planet Organic, Wholefoods, Amazon and Holland and Barrett.
There is no denying there’s a trend taking shape in the drinks industry, with Botanic Lab running with that trend and providing the flavour and functional twist that our customers have come to expect. Get ready to RESET your expectations...make way for the watermelon.