Alternative Drinks

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Established brands continue to lead the drink mix category, although some varieties did experience contraction in the last year. The overall drink mix category grew 1.6 percent for more than $609.7 million in sales for the 52 weeks ending May 15 in U.S. supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Wal-Mart, according to SymphonyIRI Group, Chicago. Fruit drink mixes made up a majority of the category with $590 million in sales, which represents a 1.6 percent growth.

Shifts among category leaders took place in the dairy alternatives market as almond milk and kefir helped contribute to category growth. The refrigerated kefir, milk substitutes and soymilk category grew 16.4 percent for $608.3 million in sales, according to SymphonyIRI Group, Chicago, for the 52 weeks ending May 15 in U.S. supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Wal-Mart.

Marley Beverage Co., operating in partnership with Southfield, Mich.-based Viva Beverages, offers its line of Marley’s Mellow Mood lightly carbonated relaxation drinks in 12-ounce Rexam Sleek cans. The skinny cans are designed to help the brand stand out on shelves and offer environmental and sustainability benefits thanks to the recyclability of aluminum, the company says. Also available in ready-to-drink tea varieties, Marley’s Mellow Mood drinks are available in more than 60 markets in the United States and more than 12 countries. Featuring the image of musician Bob Marley, the relaxation beverages donate a portion of its proceeds to 1Love.org, a Marley family non-profit initiative that continues the musician’s legacy, the company says.