Once confined to dietary supplements and herbal teas, botanicals from ashwagandha to ginseng are springing up in a growing number of ready-to-drink beverages and snacks as brands seek to imbue their wares with functionality and an air of sophistication....
Industry and consumer interest in adaptogens is on the rise, but the list of actual adaptogens may be a lot smaller than many think, says a leading expert.
Interest in adaptogens like Ashwagandha, Rhodiola, Maca, and Holy Basil is on the rise among food and beverage formulators, but what do they do, which brands are blazing an early trail, and who is buying the products?
‘The worst thing you can do is lose your focus when your brand is taking off like a rocket ship’
Adaptogens are still a novel concept for most US consumers, but the success of REBBL – an organic coconut milk-based beverage brand packed with ashwaganda, turmeric, and other staples of Ayurvedic medicine – suggests the ‘super herb’ concept has legs,...
As US consumers embrace a healthier lifestyle focused on prevention rather than treatment, they increasingly are turning to the natural and organic channel for products that are clean, natural and have added health benefits.
Not so long ago, an organic beverage brand boasting ‘adaptogenic super-herbs’ would have had a fairly niche audience. Today, it’s a very different story, says Sheryl O’Loughlin, former CEO of Clif Bar and co-founder of Plum Organics, who has just moved...
In the early days, energy drinks offered a sugary, cough-syrup-tasting ‘punch in the mouth’ caffeine hit. Pretty soon, many other options emerged, but the category is still growing and evolving, creating new opportunities for brands that can find its...
A recent TV news segment on the subject of ginseng poaching raised the specter of the plant’s possible extinction in the United States. While that fear may be overblown, there’s little doubt that a number of factors (including overharvesting) are working...
