Consumers' growing thirst for healthy beverages is carving out a niche for functional drinks outside of specialty retailers, and manufacturers are ready to seize this new opportunity. At Natural Products Expo West, several companies explained their plan to launch natural beverages in mainstream grocers, rather than natural and specialty stores. "It’s so competitive in Whole Foods, depending on the category," said Brian Ross, CEO of Cheribundi. "They have 10 Kombuchas, for goodness’ sake."
Published in Brief: