Expo West 2016

Detox Water promises the health benefits of aloe without the bitterness and thickness of competitors

By Elizabeth Crawford contact

- Last updated on GMT

Source: SuperLeaf
Source: SuperLeaf

Related tags: Taste, Coffee

The co-founders of SuperLeaf hope the upcoming national distribution and launch in March of new flavors of Detox Water will show Americans aloe can offer significantly more benefit than just easing the pain from sunburns. 

“Not all aloe is created equally,”​ which is why each bottle of Detox Water premium water is infused with 350 mg of ACTIVAloe, which guarantees a high retention of aloe vera’s myriad health benefits, said Kenneth Park, who created Detox Water based on his mother’s recipe while he was still in college.

He explained the 2.3 fluid ounces of 100% pure aloe juice in each two-serving bottle of Detox Water is packed with prebiotics and antioxidants that support digestive health, nutrient absorption, skin elasticity and promotes immunity.

He added the extensive clinical research supporting these health claims will help set his aloe water apart from dozens of other plant-based functional waters flooding the market at the moment, including maple, asparagus and cactus waters.

Taking the middle ground

Detox Water also is unique from many brands of aloe juice already on the market in that it both tastes good and is healthy – a dichotomy that divides many existing aloe drinks, Park said.

He explained that competing aloe beverages either have a bitter taste from the aloe and a gel-like consistency that is off-putting to Americans, or they combine aloe with so much juice, water and sweeteners that the health benefits are diluted.

By limiting the sugar to about 4 grams per serving and using natural and organic flavors, Detox Water masks the flavor of the aloe but also keeps the calories low at 15 per serving or 30 per bottle.

“I wanted Detox Water to fill that gap between healthy but nasty supplements and overly sweet drinks that have only a splash of aloe and not the health benefits,”​ Park said. “I wanted to create something that was ready to drink, supported the health benefits of aloe, was low in calories and tasted great – so that is how I came up with Detox Water.”

He further bolstered the health benefits of aloe by adding electrolytes and B vitamins to his line.

Made in America for Americans

SuperLeaf also differentiates Detox Water from many competing aloe drinks by sourcing its ingredients and making the beverage in the US, Park said.

He explained that many Americans are weary of imported products because of safety concerns or a desire to support companies that support their local economy. By making the drink in the US, consumers can more easily track the supply chain and feel confident that the company is creating jobs in the US.

Plus, Park said, he “hates the import business because the lead times were crazy.”​ He explained that when he first began making aloe beverages he sourced the ingredients abroad and it took months to economically ship the product over the ocean and then FDA held the shipment at the port for inspection. 

He also noted that making infused water locally is more environmentally sustainable.

Gaining national distribution

After spending the last year proving his concept and working out production and branding kinks, Park says Detox Water is ready to go big with national distribution through UNFI this spring.

The bottles of water will hit store shelves on the West Coast in April and spread across the country in May and June, he said.

The expansion will include the company’s three flavors: Original – a lychee and white grape blend, Mangaloe and Pinamint.

Even though the current lot has yet to reach retailers, Park already is brainstorming new flavors and additional SKUs for future development.  

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