BILL MOSES, co-founder, KeVita: ‘It was a case of the right timing, the right attributes, and the right execution’
In 2010, KeVita sparkling organic probiotic beverages were available in a handful of Whole Foods stores in Southern California. Today they have 90%+ ACV in the natural channel, and a growing presence in the conventional channel, and CEO Bill Moses sits at the helm of a business that is growing 100% year-on-year and operating at an annual run-rate of $25m.
But why has KeVita struck CPG gold while most new healthy/functional beverages gather dust on shelf before quietly disappearing?
Lots of reasons, says Moses - who co-founded KeVita with business partner Chakra Earthsong Levy in 2009 - and reckons he can boost revenues to the $100m mark within five years.
“It was a case of the right timing, the right attributes, and the right execution.” But more broadly, he says, what KeVita has proved is that consumers have not lost their taste for bubbles, they have just become more demanding.
“Why can’t there be healthy sparkling refreshing beverages that are flavorful and yet low-caloric that can compete at a price point with traditional sodas, and actually be good for you?”
You see a similar phenomenon in the beer category, he says, where shoppers are demanding more interesting products: “15 years ago you’d get Bud and Coors and Amstel and now you’ve got all these craft beers that are just bigger and bolder and yeastier.”
Click HERE to read our recent interview with KeVita.
