KeVita Master Brew kombucha targets wider audience
Functional beverage manufacturer KeVita Sparkling Probiotic Drinks rolled out KeVita Master Brew Kombucha to Safeway and Whole Foods Market stores nationwide on Sept. 1. The beverage—which contains twice the amount of probiotic culture, 33% fewer calories and five times the organic acids of the leading brand—is available in six flavors, including Ginger, Grapefruit, Lavender Melon, Pineapple Peach, Raspberry Lemon and Tart Cherry.
KeVita vice president of marketing Bill Lange says the new line is the manufacturer’s first big foray into attracting a more mainstream audience in addition to already devoted kombucha drinkers, adding that the beverage should also attract more men with its bolder flavors and branding.
"It is just as important for men to get their daily dose of probiotics as it is for women,” Lange said. “Along with the bolder flavors we wanted to offer a more handcrafted, gender neutral style to the label and branding."
