The 80-110 calorie refrigerated high-pressure processed pouches - which are positioned in the dairy case or the grab & go beverage set – contain more fiber than cold-pressed juice (4-5g per serving), plus a dose of probiotics (Ganeden’s ultra-resilient BC30 strain), and are targeting consumers seeking wholesome, simple, minimally processed snacks in a convenient format.
“We are so excited that, after only a year on the market and with an average team age of 22, the nomva brand has caught the eye of some of the biggest retailers in the country,” said co-founders Caroline Beckman and Nina Church, who have also secured listings in Whole Foods, Bristol Farms, and Jimbo’s.
Beckman (a founding member of Suja Juice) and co-founder Nina Church (a Stanford student and daughter of Suja Juice CEO Jeff Church) acknowledged that the ticket price ($3.99) is fairly high (HPP and organic produce don’t come cheap), but said this compared favorably with many functional beverages, and had not so far proved a barrier to purchase.
Speaking to us at the Expo West trade show in March (see below), Beckman said:
“The velocities are about 50% higher than the juice brands in the category so we are really pleased with our performance so far. We’ve also seen that the pouches move a lot faster when they are in the beverage set next to kombucha and smoothies rather than in the dairy case next to things like yogurts.”