The Quebec-based company is the number one organic energy drink brand in Canada and number one organic energy drink flavor in the US in the health channel, Guru told BeverageDaily.
“Guru has seen steady organic growth over the last decade with a steep acceleration over the last two years driven by great improvements in distribution and velocity in stores where consumers are increasingly buying better-for-you options,” CEO of the company, Joe Zakher, said.
Guru energy water
The new energy sparkling water line includes three flavors: lime, red grapefruit, and pomegranate. These beverages are all infused with 100 mg of natural caffeine per can, extracted from green tea, according to Guru.
Guru Energy Water is GMO-free and suitable for vegans. It uses two natural and organic sweeteners: erythritol and stevia extract.
Currently available in most grocery, drug and convenience stores in Quebec and in the health channel in the rest of Canada, Guru energy water’s retail price is between $2.69 and $3.49, said Zakher.
A healthy alternative to soft drinks and energy drinks
“Guru Energy Water was developed to answer consumers' needs for a healthy alternative to soft drinks and energy drinks,” Zakher said.
In the past 20 years, traditional soft drinks have seen a decline of roughly 25% in sales due to their high-sugar content and chemical ingredients, Zakher added. Meanwhile, the sales of bottled water could exceed those of soft drinks by 2017.
“Many consumers still miss the sparkling, sweet refreshing taste and energy that caffeinated soft drinks have to offer,” he said. “Guru energy water fills this gap, providing a healthy alternative unrivaled in the industry, blending the very best of sparkling water, natural fruit flavors and energizing botanical extracts.”
“Many consumers miss the sparkling, sweet taste and energy of caffeinated soft drinks. Guru Energy Water fills this gap”
Growing business while facing challenges
In Canada, Guru’s market share varies between 4% and 7% depending on the channels, while in the US, Guru has approximately 10% market share of the health channel, according to SPINS.
However, in addition to competing against beverage giants, such as Coca-Cola, Pepsi and Red Bull, Guru also faces challenges from consumers who perceive all energy drinks are bad for health, Zakher said.
“At GURU, we believe in good energy. Energy should never come at the expense of your health. That's why GURU is made entirely from natural and organic ingredients. There is a constant need to educate consumers.”
There is lots of space for innovation in the functional beverage industry in Canada, Zakher said.
But before launching its next innovation, Zakher said Guru will focus on making its Energy Water a success.