DRINKmaple taps into conventional market with DRINKmelon watermelon water
Brand journey
DRINKmaple: A plant-based water made from the sap of Vermont maple trees was launched in 2014.
DRINKmelon: A watermelon water brand by DRINKmaple launches in August 2016.
Building on the success of DRINKmaple, which was launched two years ago and is now available in 4,000 retail locations, the DRINKmelon brand is the company's first foray into the conventional channel.
"Seeing the velocity and the movement in these stores is justification that this really is a very strong play into the conventional channel," Weiler told BeverageDaily.
While DRINKmelon is still targeted toward the natural market, it has a broader mass market appeal, Weiler said.
“Our ultimate goal is to make healthy hydration available for everyone wherever you go,” Weiler said.
DRINKmelon officially launched in stores last week and is available in 12-ounce bottles for an SRP of $2.99.
The company plans to expand methodically over the next year, with the goal of being available in convenience stores.
Single-ingredient hydration
According to Weiler, DRINKmelon has a wider flavor appeal, because it’s a well-known and well-liked fruit in the US, UK, as well as parts of Asia, making it an “everyday natural hydration” option when people tire of water.
“The majority of people walking around are dehydrated, and no matter how much you tell them to drink more water, people just don’t,” Weiler said.
The new plant-based beverage also falls in line with a consumer demand for ingredients that are closer to nature and for fewer ingredients on the label.
“Consumers are switching to looking at ingredients rather than the numbers on the nutrition label,” Weiler said.
Despite popular belief that watermelon is made up of only water and sugar, this fruit is soaked with nutrients, the company said.
Containing naturally occurring vitamins, minerals, and antioxidants, including potassium, Citrulline, lycopene, and Vitamin C, DRINKmelon offers a clean dose of heart-healthy hydration, digestive benefits, and has been proven to boost athletic performance and aid in muscle recovery.
Each bottle contains 90 calories and with no added flavors or sweeteners. The beverage is non-GMO, Kosher, gluten-free, dairy-free, and vegan.
More innovation to come
While the company has “its plate full with DRINKmelon,” Weiler says that they are constantly innovating new product concepts.
“We’re definitely working on several different things,” Weiler said. “We have started the process and are looking forward to launching one or two things next year.”
While the East Coast has been the primary market for DRINKmaple and DRINKmelon, strengthening its national brand presence is a priority for the company.
“We have a lot more to conquer,” Weiler said.
