Health

Mental wellbeing and alcohol moderation will drive the next phase of growth in functional beverages, predicts Recess CEO

recessIt was launched in 2018 with Drinks containing CBDShe says she staysThe clear leader in the CBD beverage category“With distribution in CBD friendly countries across the country.

However, founder and CEO Ben Witt has been clear from the start that “Building a brand, not marketing a component,says the CBD-Free Holiday Line – Launched in 2020 – Now accounts for 40% of the business and is on track to createMore than 50% of salesby the end of 2022.

We see this as a broader relaxation category with multiple subcategories for us to play in

Speaking to FoodNavigator-USA after launching three new Recess Mood flavors and distribution in 1,000 Albertsons stores under multiple banners including Safeway, Albertsons, Pavillions, Shaw’s and Kings, Witte said he’s also acquired additional listings at CVS, and struck deals with Fresh Thyme and Airport Channel via OTG, with additional permits expected.

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Witte, who said the new Mood flavors — which come at a discounted retail price of $3.49 (down from $3.99) — will hit shelves in October, said the brand is capitalizing on key trends of “Mental well-being and moderation… We see this as a broader relaxation category with multiple subcategories to play with.

Rather than positioning ourselves as a CBD beverage brand, we focused on defining the occasion to “take a break” and developing a leading lifestyle brand focused on commercializing the feeling: Calm, Calm, and Collect.”

On the reduction, he said: “We have done a lot of work on improving cost of goods sold (COGS) while maintaining quality, so we have moved to larger co-packers and we have economies of scale. Transportation costs and transit fees have also stabilized a bit.”

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