The Weekly Sip is Food Dive’s column focused on the latest news in the rapidly changing and growing beverage sector. From inaugural product lines to big investments and controversial topics, this column aims to quench the thirst for developments in the category.
Krispy Kreme heads to the Dr (Pepper)
Krispy Kreme is partnering with Dr Pepper on a new doughnut the CPG brands hope will score with consumers.
The North Carolina-based sweets maker is launching the Dr Pepper Kickoff Doughnut — an original glazed doughnut covered on top with Dr Pepper flavored frosting. The treat also features a burgundy sprinkle blend and a white chocolate Dr Pepper logo.
The doughnuts are available for a limited time at Krispy Kreme shops across the U.S.
“Two of America’s most loved flavors are about to become one amazing gameday sensation to make this the sweetest kickoff to football season ever,” Dave Skena, global chief brand officer for Krispy Kreme, said in a statement “This Dr Pepper collection is a must-add to your gameday lineup, whoever you’re cheering for.”
Once a distant beverage in the soda wars, Dr Pepper, which is owned by Keurig Dr Pepper, vaulted this summer to second. The ascension of the 139-year-old soda brand, which trails only Coke, is the result of clever marketing, creative flavors and its distribution model.
“Consumers view Dr Pepper as having a more promising future, doing a better job at keeping up to date and, importantly, being more distinctive and different than Pepsi,” said Lynne Field, head of strategy at FutureBrand, told Marketing Dive this summer.
Doughnuts are unlikely to ever be a major source of revenue for Dr Pepper, but partnering with Krispy Kreme is a new and novel way for the popular soda to continue its mission of giving consumers something different. It’s especially important as consumers look to cut back on spending due to inflation and curtail their sugar intake because of health concerns.
— Christopher Doering
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Courtesy of Flow Hydration
Flow goes from still to fizz with sparkling water
Mineral water brand Flow is growing its product portfolio with a bubbly new variety.
Flow Sparkling Mineral Spring Water will be available in an original variety, along with Blackberry + Hibiscus, Lemon + Ginger and Cucumber + Mint flavors.
“This launch represents the next step in our evolution, enhancing our product portfolio with a sustainable and innovative offering that caters to the growing demand for premium, health-conscious beverages,” Nicholas Reichenbach, Flow’s founder and CEO, said in a statement.
The product will first hit shelves in Canada in October, followed by a launch in the U.S. in the following months, the brand said.
Flow emphasized its push for sustainable packaging, as the sparkling water will be sold in bottles made from 70% recyclable aluminum, with 30% less aluminum than similar bottles, it said.
Founded in 2015, Flow has worked to expand its reach over the past four years since its $45 million fundraising round in 2020. The brand, which sources water from artesian springs, sells its still water in Tetra Pak paper bottles.
Flow’s sparkling water joins a crowded category, with brands like La Croix, Polar and Coca-Cola’s Topo Chico controlling a large share. The market for the bubbly beverages is projected to be worth $108 billion by 2032, growing at a compound annual growth rate of 12.37%, according to Fortune Business Insights.
— Chris Casey
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Courtesy of Nowadays
THC beverage brand cracks open low dose cocktails
Nowadays, a maker of cannabis-infused drinks, is broadening its portfolio by leaning into the massive and growing ready-to-drink canned cocktail category.
The brand is debuting THC Canned Cocktails which contain 5 milligrams of THC sourced from hemp, designed for consumers looking for a lower dose of the drug. Nowadays said in the press release the drinks can be “sipped or slammed during any occasion, for an uplifting, controllable buzz.”
The drinks are available in four flavors: Original, Spicy Lime, Citrus and Berry. They are zero proof, with 25 calories or less and 4 grams of sugar per can.
Justin Tidwell, the CEO and co-founder of Nowadays, said expanding into canned cocktails was a natural next step for the brand.
“Our bottled spirits have been incredibly successful, and we wanted to build on that by taking everything consumers love about Nowadays and creating a canned version for an elevated ready-to-drink experience. With this innovation, we can reach even more people and continue growing the brand,” Tidwell said.
The products are able to be shipped to over 40 states and will be sold at select liquor and grocery stores soon, the brand said.
While cannabis beverages are still not federally regulated, brands in the space are continuing to grow out their product lines through direct-to-consumer sales in states where they are legally permitted to do so. This includes large players in the cannabis space like Curaleaf, with its sparkling cannabis beverages, and soft drink makers like Jones Soda with its THC-infused Mary Jones sodas.
— Chris Casey
