Almond water debuted at the Fancy Food Show in January 2012, and since then “everything just exploded”, says David Meniane, co-founder of LA-based brand owner Victoria’s Kitchen. “It’s been almost unreal.”
Buyers like the fact that it’s natural - but not functional - and is based on a recipe that’s been in his family for generations, which makes its look “vintage and European looking”, adds Meniane, who grew up in France drinking his grandmother Victoria’s home-made almond water and started making it for friends when he moved to the US in 2000.
But it's not the next big thing in functional beverages, says Meniane, who stresses that his product should not be confused with almond milk, or coconut water. "If you are looking for electrolytes, you’ve come to the wrong place. It's made for taste and refreshment like lemonade or iced tea.”
Indeed, this no-nonsense approach could help to explain why his distinctively packaged products have gained momentum - securing listings at Target, Kroger, H.E.B., Whole Foods and Amazon as well as a host of natural chains and independents - while many new ‘functional’ brands gather dust on the shelf.