After less than six months into its launch, ax water, a line of berry-infused waters, has re-branded in order to respond to consumer feedback.
This move has successfully paid off as the line is now being distributed nationally across the US by large beverage companies including United Natural Foods, Inc. (UNFI), KeHE Distributors, LLC, Bills Distribution, Braun Distribution, and Beverage Wholesalers.
Moves have also been made to build ax waters’ promotional calendar, which encompasses collaborating with influencers to get the word out about the range. The beverage line will appeal to health and wellness consumers: the brand claims it is high in antioxidants and low in calories. The functional beverage is infused with Ariona berry, which ax water says holds multiple benefits for cardiac, digestive, and inflammatory conditions.
Blake Johnson, the chief executive officer of the company, said: “One thing we have done from the start is listen to feedback from our customers. We aren’t playing in a new industry, but we are here to disrupt it. The product was speaking to our customers, but the packaging wasn’t, so we shifted course and the response has been epic.”
© FoodBev Media Ltd 2018
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