Why big name retailers have started embracing 'crazy'
Another equally lively session was presented by Duane Primozich, director at Boulder Brands Investment Group, an investment fund set up by Boulder Brands (Udi's Gluten Free, Smart Balance, Earth Balance, EVOL Foods) to invest in promising new food and beverage brands.
The group, which has thus far invested in Suja Juice and TumericAlive, is going after "small, early stage companies that are really disruptive, maybe making a whole new category", said Primozich.
While the failure rate for new beverages is scarily high, the rewards can also be exciting for brands that succeed, he added.
Meanwhile, mainstream retailers are also placing bets on new beverage brands earlier than they would have done in the past, with buyers at Target (via its 'Made to Matter' initiative, pictured), Costco and Kroger as well as Whole Foods all looking for exciting new products that will give them a slice of the action, he said.
"Everybody is looking for these nutso ideas. Crazy plays well today!"
