By Lorrie Baumann
John Sculley, who was president of Apple in the 1980s, wrote of Steve Jobs and others like him that, “The future belongs to those who see the possibilities before they become obvious.” Adam Lazar, Founder and Chief Executive Officer of Asarasi Sparkling Tree Water, looked at the process by which maple syrup is made from tree sap and saw something that hadn’t been obvious before – that the water that was a byproduct of the process was a product that could be a way to grab a piece of the bottled water market. According to the International Bottled Water Association, sales revenues for the U.S. bottled water market in 2016 were nearly $16 billion in wholesale dollars, a 7.4 percent increase over the previous year. As of 2018, bottled water sales now total $18.5 billion, an increase of 8.8 percent over 2017.
“Our mission is to replace the bottled water industry with a sustainable and renewable pure plant-based water source,” Lazar said. “If you’re going to purchase bottled water as a consumer … you can make it a positive environmental choice with a strong agricultural impact at near the same retail price. It’s a great opportunity, whereby providing people the opportunity to make better purchase decisions.” Lazar thinks that Asarasi Sparkling Tree Water is the product that consumers will embrace as their better choice. “We have a tremendous environmental impact, provide maple farmers with significantly greater revenues for their [maple] crop, and provide consumers with absolute transparency in the bottled waters that they buy,” Lazar said. “We’re not consuming the water from the groundwater table; we’re taking it from the maple tree, a truly renewable and sustainable source.”
Maple trees pull more water up from the Earth through their roots than the trees actually need and transpire it into the atmosphere as they breathe. When the maple tree is tapped for its sap, most of that sap is the water that’s left over after the sugar is extracted. “We can tap into this ‘living well,’” Lazar said. “We do analyze the water; we do test it. We have previously worked with Cornell University’s Food Science Innovation Labs to validate our food safety processes and to ensure the finished product quality.”
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Asarasi Sparkling Tree Water contains, according to laboratory analyses, mostly water with a little bit of manganese, potassium and calcium, which are trace minerals that the tree produces over the course of its life. Most of the minerals are removed from the maple sap by the reverse osmosis process that removes the sugar. “The farm keeps the sugar crop, and we simply buy their 97 percent remaining water byproducts,” Lazar said. “There is no harm that actually comes to the trees themselves. When you tap a tree, a very small hole is made in the tree trunk and a tap is inserted to withdraw the sap. Every year the tap is removed and the hole closes up naturally.”
The scar tissue that’s left by the tap also protects the tree from loggers, who regard that scar as a defect in the wood, and ignore the tapped tree when they’re logging a forest. That helps to prevent deforestation, according to Lazar.
Asarasi Sparkling Tree Water is offered in four flavors, of which three were launched this year. “People want bubbles, but they also want flavor, which is fun, and desire to eliminate sugar from their diet,” Lazar said. The original unflavored product was launched as the first certified organic bottled water – organic because it comes from a plant source. The new flavors are Lemon, Lime and Cherry Lime, and they’re made by adding organic flavor extracts to the tree water. They’re unsweetened and have no calories. “We don’t have any desire to produce the next elderberry-mint-organic-raspberry-infusion – those are the type of products that we feel do not truly provide a unique selling proposition other than a new flavor, Lazar said. “And best of all, Asarasi has zero sugar, zero calories and zero sodium. We have a hyper-interesting product that connects with consumers on multiple fronts, but with the newly added flavors, now it’s also hyper-exciting. We’re growing Asarasi’s business by giving consumers what they want. We were constantly being asked for flavors, and so we’ve reacted accordingly.”
Asarasi Sparkling Tree Water is distributed nationally by KeHE and on the West Coast by UNFI. It’s packaged in glass bottles.
For more information, visit www.asarasi.com.
Google noted that consumers are highly interested in earthy flavors such as ginger and turmeric on the Google Beverage Trend report 2017. Demand for ginger beverages is growing strongly at a 32 percent year-over-year growth rate. Likewise, modern consumers are looking for something healthy but refreshing for their beverage. As a result of this trend, Pocas International Corp. is debuting all natural ginger brew at this year’s Natural Products Expo East.
Pocas International Corp is passionate about delivering premium healthy beverages and specialty foods to its customers with only top-quality products. The mission of Pocas is to study global market trends of healthy foods and beverages on behalf of its customers and supply the best healthy products to its valued customers with the lowest price possible.
Pocas Ginger Brew is created with an incredible collaboration with non-alcoholic ginger brew and five different superfoods. It is freshly brewed from triple filtered carbonated water. On top of that, Pocas Ginger Brews are healthy fusion-style ginger drinks with a variety of superfoods and natural fruit juices. It will give you an extra kick of flavor and is sure to impress you.
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The Pickle Juice Company, developer of the only trademarked and purpose built functional Pickle Juice® sports beverage, announces its federal recognition as U.S. Department of Agriculture (USDA) organic certified, one of the most widely recognized symbols of organic approval. To consumers, the organic label guarantees that Pickle Juice contains a minimum of 95 percent organic ingredients, and highlights its lack of additives or artificial preservatives, colors or flavors. This announcement comes on the heels of the product’s recent OU Kosher Certification, serving as another testament to the company’s dedication to consumer health and wellness, as well as its commitment to limiting negative environmental impact during production.
“Receiving USDA organic certification represents another step in our ongoing effort to produce the best, most functional and healthiest products available. We are extremely proud to be working with a beverage line that offers consumers the only all-natural and proven solution to muscle cramps and dehydration,” said Filip Keuppens, Vice President of Global Sales and Marketing for The Pickle Juice Company. “It’s important to us that consumers know that Pickle Juice is a healthy alternative to the many sugary and synthetic drinks that seem to dominate the market. We are proud of our brand’s dedication to serving a quality sports drink, which contains only pure and natural ingredients, including key electrolytes and vitamins.”
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The Pickle Juice Company’s entire product line will now display the USDA organic seal, including the 8-ounce and 16-ounce bottles of 100% Natural Pickle Juice Sport, 2.5 ounce shots and 1 liter boxes of its 100% Natural Extra Strength Pickle Juice formula, and 1 liter bottles of Pickle Juice Chaser.