All Market Inc (AMI), the parent company of Vita Coco, has entered the natural energy drinks category with the purchase of Runa.
Founded in 2012, US-based Runa sells organic drinks made from guayusa leaves, a plant which is native to the Amazon rainforest.
The brand said that guayusa tea offers as much caffeine as coffee and boasts a rich profile of nutrients like polyphenols and flavonoids.
Eight flavours of its guayusa beverage are available: unsweetened mint strawberry, unsweetened watermelon, unsweetened lime, unsweetened blood orange, pineapple, mango, berry, and pomegranate.
Both Vita Coco and Runa will exist as independent companies under AMI after the acquisition is complete.
Vita Coco co-founder and CEO Michael Kirban said: “We’ve spent 14 years at Vita Coco creating a category and building an iconic brand. We’re confident that we’re in the perfect position to replicate that success with Runa. Runa is currently growing at over 50% year to date and we plan to increase that growth significantly.
He added: “When we look at the established categories of beverage, one of the greatest opportunities is in energy drinks. Most energy drinks are nothing more than functional carbonated soft drinks and the appeal of sugary beverages continues to decline.
“Runa’s proposition is different and authentic, and we believe that consumers around the world are ready to leave behind conventional energy drinks with synthetic ingredients and unnecessary additives for healthier alternatives like Runa.”
Runa co-founder Tyler Gage added: “Mike Kirban has been a valued mentor for me since he personally invested in Runa in 2014. As the brand enters its next phase I am confident Runa’s business will accelerate within the AMI system and become a real challenger in the broader energy drinks category.”
Vita Coco is sold in 30 countries and has secured a number of high-profile backers, including Madonna Matthew McConaughey, Demi Moore and Anthony Kiedis.
© FoodBev Media Ltd 2021
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