…Or… the tenants of RTD brand virtue, package and soul.

Take a brief spin past the beverage cases at the drug or convenience store and it’s apparent that there are too many options for a consumer who has already begun scaling back spending on sports drinks, enhanced water and functional teas. In 2009 there were close to 1,000 new RTD product launches or variants to existing RTD brands introduced to market with fruit juices leading the pack. The mindset and the category output are simply not in line, but beyond that, product and packaging promises do not adequately reflect what our consumer needs right now. (more…)