Spindrift is making a splash again, but this time with sodas instead of sparkling waters.  The company, now based in Newton, is bringing back its fizzy drinks with a twist.  They are rolling out five new flavors in cans, a departure from their previous bottled versions.  These sodas are not your typical sugary drinks.  They are sweetened with real fruit juice, making up about 20% of the beverage.  This means fewer calories and no added sugars.  A 12-ounce can has around 40 calories, much less than the usual 150 calories in regular sodas.  But be prepared to pay a bit more.  A 12-pack goes for around $25, which is two to four times the cost of a typical 12-pack of Coke.

The new sodas have a tangier taste compared to the original Spindrift sodas.  They use fruit juice instead of cane sugar, giving them a unique flavor profile.  The idea was to create a drink that is intense in flavor without adding extra junk.  This approach seems to be working.  The company has seen a lot of growth since its early days.  It now employs about 200 people, with a significant number working at the corporate office in Newton.  The rest are spread across the country, and the manufacturing is done by third-party suppliers.

The timing for this comeback seems perfect.  Consumers are increasingly looking for "better-for-you" sodas.  These are drinks that are lower in calories and often have added health benefits.  Brands like Olipop and Poppi are already gaining popularity.  Even big names like PepsiCo are investing in this trend, spending $2 billion to acquire Poppi.  This shows that the market is ready for premium, healthier sodas.  Spindrift's return to the soda aisle could be just what the company needs to boost its sales and expand its brand.

The company's journey has been interesting.  It started about 15 years ago in Charlestown, selling premium sodas made with real fruit juice.  Back then, it was a complex business.  The drinks were perishable and had to be shipped cold, which was a challenge.  About eight years ago, the company shifted focus to sparkling waters as that category started to gain popularity.  But they never completely abandoned the soda idea.  They kept working on a soda that could be shelf-stable, meaning it could be shipped without needing refrigeration.  Now, with the "better-for-you" soda trend on the rise, Spindrift is back in the game.

The company's success is not just about the product.  It's also about the people behind it.  The current CEO, Dave Burwick, has a lot of experience in the beverage industry.  He previously led Boston Beer and Peet’s Coffee.  He sees a big opportunity in the soft drink market, similar to what his former boss saw in beer in the 1980s.  The idea is to create a premium beverage that people are willing to pay more for.  With Burwick at the helm, Spindrift seems poised to make a significant impact in the soda market.

PRODUCT DEVELOPMENT PROCESS

Sparkling Returns: Spindrift's Soda Comeback

Continue reading...