True Citrus Passes $2M Sales on Grovara Online Marketplace
True Citrus, a category leader thanks to its array of True Lemon and True Lime drink mixes made from simple, non-GMO ingredients and real citrus and citrus-forward, salt-free seasoning blends, grew total revenues by double digits in 2021. The company grew its international sales over 100 percent during that same period, using Grovara’s proprietary wholesale marketplace along with growth Grovara facilitated in Panama and Peru.
Before working with Grovara, True Citrus saw only sporadic global sales, according to the company. Exporting represented a big opportunity, but international orders come with highly specialized and time-consuming workflows, with each country requiring specialized documents, sales strategies, and market-specific label requirements.
True Citrus interviewed multiple international partners and chose Grovara because of its end-to-end, frictionless technology and vetted international network.
“It made perfect sense to find a trusted international partner with experience in what is a much more complex sale than what we were traditionally handling,” said True Citrus CEO Robert Cuddihy.
Despite the pandemic, True Citrus opened five new overseas markets in the last year on the Grovara marketplace, including Uganda, Rwanda, South Africa, Costa Rica and Puerto Rico. The company’s powdered soft drink products are particularly popular in warmer climates, while the True Citrus unsweetened offerings have achieved widespread popularity, especially in Asia.
True Citrus is an ideal brand for international distribution, according to Grovara. The products are light, making it easy and cost-efficient to transport. They also have a two-year shelf life and are priced competitively for the international market.
Grovara offers 48 True Citrus products, all made from simple, clean ingredients and real citrus, on its online marketplace. In addition to its low-sugar, low-calorie drink mix line and salt-free seasonings, True Citrus also makes a variety of unsweetened citrus wedge replacements, unsweetened juice mixes for foodservice applications and has a line of products for industrial ingredient applications, most under the brand names of True Lemon and True Lime. The company also boasts lines of popular salt-free seasoning shakers and unsweetened juice mixes.
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BuzzBallz Markets Single-Serve Cocktails to Taiwanese Women
As Taiwan celebrates its Lunar New Year, a holiday celebrated with alcoholic drinks, BuzzBallz, a woman-owned, Texas-based, ready-to-drink single-serve cocktails company, is reaching out to that nation’s teetotaling majority: women.
BuzzBallz partnered with Uni-President Corporation, a 7-Eleven franchise with a large footprint across Taiwan, Thailand, Vietnam and the Philippines, to get BuzzBallz’s single-serve cocktails on shelves.
According to The Drink Business, Taiwanese women make up most of the country’s teetotalers due to an aversion to the heavy flavor and bite of spirits and beer, the most commonly consumed alcoholic beverages to this day.
However, a 2018 study from the Taiwan Public Opinion Foundation showed that more than half of the female drinkers polled prefer wine, a much smoother alcoholic beverage.
Keeping with his intuition and growing trends in alcohol consumption in Taiwan, Rodolphe Guillonneau, manager of Uni-President Corporation’s Global Procurement Office for Lifestyle Brands, felt it was time to market BuzzBallz Cocktails, a smooth, flavor-forward cocktail, to older Gen Z and millennial women.
As Guillonneau finalizes plans for marketing the small, brightly colored cocktails, he’s chosen to make the innovation, woman-owned status, fun branding and convenience the focus as he seeks out influencer content.
All of the following flavors were stocked in stores by December: Strawberry ‘Rita, Lotta Colada, Tequila ‘Rita and Choc Tease.
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Guillonneau said convenience for entertaining wasn’t the only reason for Uni-President being interested in the cocktails. He predicted that the colorful packaging would be appealing, particularly prior to Lunar New Year celebrations as many people enjoy incorporating the color red or the colors associated with their zodiac sign in their daily lives during these celebrations.
Though Lunar New Year celebrations are steeped in tradition, Uni-President has seen a shift in drinking culture within the country over the years as more women are increasingly becoming alcohol consumers.
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Macklemore Endorses Recovery Drink CLEAN Cause
CLEAN Cause, the Austin-based sparkling yerba maté beverage company, announced Grammy Award-winning singer/songwriter Ben Haggerty, better known as Macklemore, as the brand’s first creative director and celebrity investor.
The partnership brings together CLEAN Cause, a beverage brand on a mission to support individuals in recovery, and Macklemore, who has long been an advocate for the power of recovery and candid about his struggles with substance abuse. CLEAN Cause, which ranks number two in the yerba maté category, donates half of its net profits (or 5 percent net revenues, whichever is greater) to funding sober living scholarships.
As creative director and investor, Haggerty will bring an inspired vision to the Brand’s mission along with providing artistic direction on a new limited edition CLEAN Cause can, digital editorial content, and music & creative direction for the Brand. Over the next year, Macklemore and CLEAN Cause will execute numerous campaigns including a Scan the Can initiative, where exclusive content will be available to consumers via a QR code on the product and POS.
“I chose to align with and endorse a vrand that is at the forefront of creating awareness for addiction and actively supporting the recovery community,” said Haggerty. “As creative director and a new investor of the already impactful brand, I am excited to combine my creative passions with a great product in an effort to save lives. Together, our goal is to inspire and educate individuals on addiction and support those who are in recovery.”
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Watch “CLEAN Cause: Drink to This.” Presented by Macklemore
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