Temple Turmeric: ‘It’s probably what we should have called ourselves from the beginning’
By Elaine Watson
- Last updated on
Next we headed to the booth of high-pressure-processed functional beverage brand Temple Turmeric (formerly known as Tumeric: Elixir of Life), which recently picked up $3m from Boulder Investment Group.
It has also expanded its range with new ‘Super Blend’ 12floz, 270-calorie fiber- and protein-packed non-dairy smoothies (Bullet Brew Turkish Coffee, Turmeric Golden Mylk, Matcha Latte, and Mexican Chocolate), which contain coconut and hemp milk; plus nutrient-packed ingredients such as raw honey, chia and ginger; as well as 13g of its signature organic Hawaiian Oana Turmeric.
Marketing manager Michelle Tyler told FoodNavigator-USA that the name change at the company was consistent with its longstanding ‘My Body is a Temple’ philosophy and was “probably what we should have called ourselves from the beginning”.
While changing your name several years after launch (the business has been around for more than five years and is now growing strongly in multiple Whole Foods regions and a host of other natural and gourmet stores) was a risk, the company sought extensive feedback from consumers and customers before taking the plunge, she said.
“The name has changed but none of our recipes or ingredients have, so it really is just about better communicating what we’re all about.”
Turmeric – or more accurately its active ingredient curcumin – has been hot property in the dietary supplements arena for some time owing to its anti-inflammatory credentials, and has recently started to gain similar traction in the functional foods and beverages space, said Tyler.
“Just this last year, turmeric has really come to the forefront.”