George Thomas Dave convinced America to love a tangy, tart, fermented beverage from Asia called kombucha — and it made him a billionaire. His greater challenge: surviving the rush of competitors flooding a market he once had all to himself.
Beverage categories are undergoing massive redefinition around the world - with a proliferation of brands and products, consumers have more choice than ever before. We’re at the beginning of a period defined by experimentation and fragmentation, with people and companies willing to try new ideas to an unprecedented extent. New Nutrition Business unpicks this driving trend.
Kombucha may be thousands of years old, but buzz is now brewing over the non-alcoholic fermented beverage made from tea.
...Sales of Kombucha, a traditional Asian fermented beverage, are surging, both in its original form and in formats that have been modified to better suit Western tastes. Despite a weak economic backdrop and super-premium pricing, US sales of kombucha leapt by 22% to $327 million...